Web Design Strategies to Increase Conversions and Drive Traffic

Feb 17, 2023

If you own a small business, your website is one of the most important assets for marketing and attracting customers. In today’s digital age, having an attractive and user-friendly website is more important than ever. However, more than simply having a website is required; you need to optimize your website to convert visitors into customers and drive traffic. Below are some key web design strategies for designing a website that will help increase conversions and drive traffic to your small business.

Make Your Website Mobile-Friendly

More and more people are accessing the internet through their mobile devices, and this trend will continue. With this in mind, you must optimize your website for mobile viewing. A mobile-friendly website provides a better user experience for your visitors and makes it easier for search engines like Google to index and rank your site.

To make your website mobile-friendly, ensure that it uses a responsive design, which adjusts the site’s layout based on the size of the screen it’s being viewed on. Some web design software allows you to view how the site will look on a desktop, a tablet, and a mobile phone before you publish the site and make necessary margin changes. You should also ensure that text and images are large enough to be easily viewed on a mobile device and that all buttons and links are easily accessible.

Use High-Quality Images and Videos

Visuals are a powerful way to grab visitors’ attention and keep them engaged on your site. High-quality images and videos can tell your brand story and show off your products or services. Ensure that your images and videos are high-quality and relevant to your brand. Only use stock photos or images that are relevant to your business, as these can come across as generic and unappealing. Instead, use real photos of your products, services, and team members to help build trust and credibility with your visitors. 

Team of employees working on a project

Keep Your Website Simple and Clean

A cluttered and confusing website can quickly turn visitors away. To keep your website simple and clean, only include the essential information and elements. Use clear headings, concise text, and plenty of white space to make your site easy to navigate and read. Avoid using too many fonts, colors, or graphics, as this can make your site appear cluttered and overwhelming. If you have a brand guide or color palette for your businesses, choose two to three colors from the guide to showcase on the website. 

Make Navigation Simple and Intuitive

Visitors should be able to find what they’re looking for on your site within seconds.Your site’s navigation menu should be clearly labeled, and all pages must be easily accessible. When users can navigate a website quickly and efficiently, they are more likely to buy a product or request a quote or service.

Consider using drop-down or mega menus to help visitors quickly find necessary information. Hover text changes the color or underlines the text as a user’s cursor lands over it when there is a link or subpage. Adding an accent color to hover text helps the user navigate the site. Consider including a search bar on your site, as this can make it easier for visitors to find a specific product or information.

Make Sure Your Site Loads Quickly

A slow-loading website can be a major turn-off for visitors. To make sure your site loads quickly, optimize images and videos for the web, reduce the number of plugins or elements on the page, and make sure that your hosting provider is reliable and fast. You can also use software tools like to test your site’s speed and get suggestions for improvement. Running security scans on your website frequently helps you track any changes you need to make to improve loading time. 

Two people sitting at a table looking at a laptop

Include Calls-to-Action

A call-to-action (CTA) is a button or link that encourages visitors to take a specific action, such as making a purchase or signing up for your email list. CTAs are a crucial element of any website, as they help to convert visitors into customers.

Make sure your CTAs are clear, prominent, and easy to find. Once the user clicks on the CTA and is redirected to a page where they can enter their information, you should ensure the form is secure to avoid unwanted scams or spam. In addition to CTA buttons, your business’s phone number should be click-to-call on mobile devices. When a customer clicks on your address, you can also have options to be redirected to Google Maps, your Google Business Profile, or copy the address elsewhere. 

Work With Cole-Dalton Marketing Services

Web design takes time and practice to get it right. Get in touch with our team at Cole-Dalton Marketing Services to work with the experts who redesign websites to set up businesses for success. We have helped small to medium-sized businesses build and maintain their online presence and accomplish marketing goals. Contact us today to get started!

Forecasting the Next Ten Years of Marketing

10 Apr, 2024
Marketing is gearing up for significant changes as we enter the new decade. With new technologies, shifts in buyer behavior, and changes in consumption culture, the way businesses reach out to customers will look very different in the coming years. While we can't say what marketing will look like in 10 years, we can examine emerging trends and strategies to forecast its future. Here are some predictions experts are suggesting could take shape moving forward. Increasing Personalized Advertising Personalized marketing should undergo even more profound transformations in the coming decade, leveraging advanced technologies such as artificial intelligence and data analytics to forge deeper customer connections. With the ability to glean insights from vast amounts of data, companies will craft highly tailored ads and messages that resonate with individual preferences and behaviors, fostering stronger brand-consumer relationships. From dynamic content customization to predictive marketing algorithms, the era of hyper-personalization will redefine how businesses engage with their target audiences on a one-to-one level. Advanced Device Communication The proliferation of voice-enabled devices and virtual assistants heralds a new era in consumer engagement, requiring marketers to adapt their strategies to communicate effectively through these mediums. As voice technology continues to gain traction, companies must anticipate the rise of voice commerce and tailor their approaches to accommodate this emerging trend. By leveraging conversational AI and natural language processing, brands can deliver seamless, personalized experiences that resonate with consumers, whether shopping, seeking information, or interacting with digital assistants. Wider Use of Virtual Reality Virtual reality (VR) is poised to become a ubiquitous tool in the marketer's arsenal, offering immersive experiences that transcend traditional advertising methods. With VR, brands can transport consumers into captivating virtual environments where they can interact with products and services unprecedentedly, fostering deeper engagement and brand loyalty. As VR technology becomes more accessible and sophisticated, expect to see a proliferation of immersive marketing campaigns that leverage the power of virtual experiences to captivate audiences and drive conversions.

The Power of Storytelling

12 Mar, 2024
Marketing tends to focus on analytics and systems, but we sometimes forget about one powerful tool that has existed since the beginning: storytelling. From our ancestors telling ancient myths to be passed down for the generations to come to modern-day brand narratives, stories have held the power to inspire and connect in all different ways. Today, consumers face a constant bombardment of advertisements and catered content; using the power of storytelling in marketing campaigns has become critical for businesses, especially smaller firms aiming to create meaningful connections with their target clients. Why Storytelling is an Effective Strategy When a brand uses storytelling to convey its message, it connects with the audience emotionally. By telling a compelling story, marketers can create a memorable experience for consumers, making them more likely to remember and engage with the brand. Additionally, storytelling allows marketers to communicate the brand's values and personality more authentically. Instead of bombarding consumers with sales pitches, storytelling enables brands to share their stories and build trust with their audience, increasing brand loyalty and customer engagement. The Emotional Resonance of Stories At the heart of storytelling lies its ability to bring out emotions and create profound connections on a human level. Unlike traditional marketing messages focusing solely on product features or sales pitches, stories can engage the audience's imagination, stir empathy, and spark genuine interest. By weaving narratives that resonate with their target audience's hopes, dreams, and challenges, small marketing firms can create a powerful emotional bond that transcends transactional relationships. Building Brand Identity and Authenticity Storytelling is a potent tool for small businesses to authentically define and express their brand identity. Through compelling narratives that reflect their values, mission, and vision, small firms can differentiate themselves from competitors and carve out a distinct identity in the minds of consumers. Whether recounting the founder's journey, highlighting customer success stories, or showcasing the company's commitment to social responsibility, storytelling allows small businesses to humanize their brand and foster customer trust and loyalty.

A Guide to Employee-Generated Content

13 Feb, 2024
In a world of "influencer marketing" and brand deals, companies can easily overspend their marketing budgets and get caught up in the frenzy. An influencer may feature your product or brand only for their videos to perform poorly. At best, you lose out on the money spent sending the product to the influencer and whatever you spent on hiring them. At worst, your business gets a bad reputation online, and customers don't take your brand seriously. Consider that influencer marketing is just the "shiny new toy" in marketing. In that case, companies should continue to produce consistent, cost-effective outcome. One source for this? Your Employees. Employee-generated content refers to any videos, pictures, or copy that employees publicly post about their position and the company. Find out the benefits of employee-generated content (EGC), what this content can look like, and how to implement EGC into your overall strategy. What Does Employee-Generated Content Look Like? The beauty of employee-generated content is that it can take many forms. Any content your employees make that involves details about their role, the company itself, or the relationships they've developed with coworkers or customers/clients can be EGC. A simple, straightforward EGC piece can be an employee spotlight for new hires or veteran employees. You can choose to craft employee spotlights as infographics with a picture of the employee along with some fun facts about them, write a long-form piece from an interview with the employee speaking about their time at the company, or even long or short-form videos with the employee speaking on their experiences. While these methods may require the help of a graphic designer, copywriter, or videographer, the idea is that the employees generate the content by speaking about their experiences and introducing themselves. Other ideas for EGC pieces might be "day in the life" videos following a specific employee throughout their day, reflections employees have from conferences or professional development opportunities, employment milestones or recognitions, or even just pictures employees take with each other or showing what happened that day. There are limitless options and iterations for employee-generated content, and the key is to find out what works well for your business and why.
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