One bad thing about internet marketing is that there is no written rule set in stone. We don’t know what would work and what would not. On the other hand, one good thing about our business is that there are plenty of resources available to us. Whether you are a web designer, a programmer, or an online entrepreneur just getting your feet wet, you can just do a quick Google search and you’d be treated to a variety of tips and tricks you can outright copy and implement on your site.
Unfortunately, it is not that clear cut. One web designer may claim that his design worked because of this or that feature but there is no guarantee that the same feature would work for a website in a different niche. You therefore need a whole jar of salt as you read through different articles (just like this one) about web design and internet marketing in general online.
When it comes to the impact of a website design on its performance, plenty of freelance web designers and even large web design companies like to throw around the word “conversion” a lot. Basically, it is all about presenting your website in such a way that it would easily convert any visitor into a paying customer.
Knowing that there is a link between a website’s design and conversion is one thing but learning how to bridge that gap is not that easy. If you start from scratch, you can spend up to a year just to find out what’s working and what’s not. Plenty of testing needs to be done.
You will of course drive traffic to your website through different means. This means different people with different background info on what you are offering would be visiting your site. Surely, you cannot overload your homepage with all the necessary information made to target different people. This is where funneling comes in.
Using advanced analytics, try to get a grasp on what demographic is visiting your website regularly. If they belong to the group which does not have any idea about what your product or service does, make the necessary adjustments. Make sure that right from the get-go, from the moment your page loads, you would be able to present something that would show them what your products or services are about.
Create pages where you would like these people to go to and make sure that the link to that page can be clearly seen on the homepage. This art of walking your visitors through what your company offers to what advantages they will get from dealing with your company to the final step of paying for your services or products is funneling.
Web development is not all about how your website looks. There are plenty of internet marketers who are too hung up on how their site looks that they forget to pay attention to what will happen next after a visitor lands on the homepage.
If you are therefore just building your website, please do not forget to devise a way for your visitors to easily go through your website with different pages created to add more and more information for them to base their decision whether they should do business with you.