When consumers arrive at a company’s website, businesses have one goal: to get them to convert.
Whether that means buying a product, scheduling a service, or even just contacting the company for more information, increasing conversions is something all businesses aim to do. And fortunately, there are a few simple ways to boost conversions that simply involve changing up the web design details on a company’s page.
Use the rule of thirds
In any and all aspects of design, there is something called the “rule of thirds”. This design principle can help companies determine which information should be put where on a web page. Basically, the page should be divided into thirds, both horizontally and vertically, giving nine equal “squares” of space to work with.
The rule of thirds says that objects placed at the four middle intersections of the squares are the main areas of focus. So whatever is put in this space is what consumers’ eyes will focus on the most. With that in mind, objects like a call to action button should be placed near this section to catch consumers’ attention. SEO services like linkgraph.io can help you with this.
Utilize negative space
Many companies make the mistake of trying to cram as much information as possible on each of their web pages. And while it’s certainly important to provide consumers with the right information, too much content can be overwhelming and make for an overall poor design.
This is why companies need to have a good mix of positive space (the space that has stuff in it) and the negative space (which is the empty space). There should be plenty of negative space between paragraphs, around pictures, and above and below headings.
Without negative space, consumers will have a difficult time reading the site and aren’t likely to convert. And businesses should ensure that the content they worked so hard to help build doesn’t get lost in a busy page design.
Use original photos
Images are an important part of web design: they help bring meaning to the content and can help attract attention. But when companies choose to use stock photos instead of using original photos, usually because they’re free or very cheap, they greatly increase the risk of losing conversions and credibility.
Companies should always work with a professional photographer to create images chosen for their website. In doing this, the photos will look like they actually belong and will flow nicely with the overall design of the page. Furthermore, a real, original photo is easy to spot and will make a company seem more credible than if they use a cheesy, cheap-looking stock photo.
Have easy navigation
One of the biggest mistakes that businesses can make when designing their website is making their site navigation too complex. When consumers visit a website, they should be guided through the site in order to land them on the page that will allow them to buy something or schedule a service.
But if the site is too complex to navigate, whether it’s because of a complicated navigation bar or a too-small call to action button, companies aren’t going to see as many conversions. Allowing consumers to navigate a site with minimal clicks will make it easy for them to convert at the end of their visit on the site.
Consumers can tell the difference between companies that put effort into their web design and companies that don’t. You should always keep your pages clean and simple, allowing consumers to get the information they need and guide them into an easy conversion.