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Creation of a content-rich, dynamic website is really the essential foundation for digital marketing success for businesses of all sizes today.  There are so many design elements to consider and strategies to incorporate that expert advice must be sought to ensure the conversion funnel is completed successfully.With the proper balance of design elements and Internet marketing tools, your site can be your primary marketing vehicle, drawing customers to your site, engaging them with great content and enticing them to convert.

The best advice for  business owners considering a new or re-designed website is to utilize responsive website design.  Responsive website design is a new design standard that serves website content seamlessly to a variety of devices with minimal resizing.  With responsive web design, you eliminate the need for a separate mobile site ensuring that all of your great content can be viewed optimally, whether your customer is on a smartphone, tablet or desktop.  Google has gone on record stating that responsive website is the “gold standard” for web design, so clearly, it’s a key ingredient for success in today’s world, which is becoming increasingly mobile.  Responsive design not only helps Google index your content more accurately and quickly thusly increasing site traffic, it can also increase conversions by delivering the smooth shopping experience that keeps customers coming back.

Along with responsive design, here are some other recent web design trends you should consider for your business:

  • Dynamic Backgrounds
  • High-Resolution Imagery
  • Full Screen Imagery
  • Minimalistic Design
  • QR Codes As a means to deliver contact information

Your website is a sales funnel

Keep in mind, that your audience is profiled primarily on their needs / pains / problems broken down into demographics, psychographics and where they are in the buying cycle (which decides their behavior on your site).   Your goal then is to ensure that every element of your website persuades visitors on your site to take the actions that lead to the delivery of your objectives (conversion). Continue to pour your site visitors through your website funnel! Monitor and measure your results to ensure that your efforts are driving results to your bottom line. Remember that every click on your site is a step towards conversion. Visitor satisfaction with every click on your site should build confidence until they reach the final click where they convert into a customer.

Conversion Architecture starts by defining your business goals and target audience, and then ensuring that every element of your site persuades visitors to take the desired actions. These elements include: persuasive copy, calls-to-action and conversion tools like live chat or click-to-call technology. The guiding philosophy of Conversion Architecture is that all websites must have a persuasive purpose. Building your site with Conversion Architecture™ in mind will result in more visitors doing what you want them to online – whether that is signing up for a free consultation or buying a new product.

The 40/40/20 Rule

Conversion Architecture follows the 40/40/20 Rule – 40% Audience Targeting, 40% Offer and 20% Creativity. These figures come from the Direct Marketing Association (DMA) in its outlining of parameters that determine the success of a marketing campaign. Whether or not you use diverse Internet marketing methods like pay-per-click advertising, landing pages, viral marketing campaigns, etc., you can always think of your website as your primary marketing vehicle. Build it using the 40/40/20 Rule where (a) every element of the website keeps in mind the majority of users and their varied profiles; (b) there exist multiple acquisition channels making a variety of offers and (c) aesthetic design and creativity offers unique and personalized experiences for site visitors.

Your local WSI Consultant can engage you in an Information Architecture™ meeting to identify the details of your 40/40/20 formula and work the magic for your website! Call and book an appointment today.