After years of experience and research in website design, I have compiled this guide to help businesses create website content that is both user-friendly and encourages growth.
By following the tips in this guide, you can create content that is both understandable and helpful to potential customers on your website.
We have created a wireframe design library that makes your life easier.
Oh, but hang on you say! What is a “wireframe design”? Good question. This is the layout used to provide structure to your website before we talk about branding graphics. Consider this your schematic plan, this is your content plan and something you can use to build your design visuals on top of.
If you are a WordPress user, I have good news for you.
Say hello to Guidable; our WordPress wireframe design library is easy and effective for anyone who wants more control over their website marketing.
In order to get started, you will need a WordPress website that is equipped with the Kadence theme and block plugin. From there, go to the “Design Library” and click on the plus button. The following details will then need to be added:
It really is that simple!
The header is a section of your website that appears at the top of every page. It typically includes the website’s title, logo, and navigation links.
Your header should be simple and easy to understand. A great header will only have links to the most essential sales pages. This ensures that people can find what they’re looking for without getting lost.
Almost every website has its logo in the upper left corner. You can choose to put your logo in a different spot, but it is usually better to put it on the left or in the centre.
Call to Action
Making it easy for potential customers to do business with you will make them more likely to do business with you.
However, what if you don’t want to seem pushy? If you don’t have a way for people to pay, they might think that you don’t believe in your product or will be elusive.
When you make it difficult to obtain your services or buy your products, you are implying that you don’t want new business.
So make sure that all of your call-to-action buttons are understandable and consistent throughout your website, with the text used within the website’s header call-to-action button. If you have used “Book Now,” use this same wording for all your call-to-action buttons.
It is very important to choose a strong and clear call-to-action title. This is the title that will convince people to click on your link or button. You should avoid choosing a cold and confusing title like “Learn more” or “Click here”.
Try to use a title that sounds interesting and makes people want to learn more about what you have to offer.
So, why do we repeat this from the header? We repeat the header because many people read content in different ways. This is important because it’s one of the first things people see when they visit your website.
You want to make it easy for visitors to buy from you, so let’s focus on the call-to-action button that will help them do that.
Tertiary Action Button
Just because a person visits your website, does not mean they want to hire you.
People who visit your website often go through a sequence of steps. They need to do some research to understand what you do and how you can help them achieve a goal.
You might have seen a website with a colorful button and a white outlined button to the right. The text might say “Visit our demo.” This is called a Tertiary Action Button.
The tertiary, or secondary button is used to help visitors find information. It doesn’t force people to buy anything. It just helps them find what they are looking for.
Tertiary buttons are there to convert people into customers. This button exists to help visitors find the information they need. This is an important part of the customer journey.
If you want to get more customers on your website, make it easy for people to find and understand what you offer and how they will benefit from doing business with you.
The hero section should answer the following questions: “What do you do?”, “How will this benefit me?” and “How can I buy your product or service?”
The first thing you want to do is make a good first impression. You only get one shot to make a good first impression.
People decide whether or not to stay or go in the first ten seconds of arriving on your website.
If they stay, that means they are interested in what you have to offer. If they leave, it means you didn’t catch their attention right away and they moved on.
To give your website’s hero section the right impact, think about what someone who has no idea what you do would recall if they saw it for only 10 seconds.
The hero section is so powerful, that if you get the message right, readers will scroll to read the full page.
This is the part of our design that is called “above the fold” as you can see without scrolling down. It is comparable to how newspapers are folded in half and the headline grabs your attention.
It’s where the reader will focus their attention before deciding if you are a good match for their search. If readers like what they see, then they will stay on your website.
When writing, you should use words that everyone can understand. If you use difficult words, people will get confused and stop reading.
This is where you should tell people what you have to offer.
The biggest challenge in getting new customers is people who don’t know what you do. That’s why we make sure to explain what we do clearly and concisely.
You don’t need to use your hero heading to promote your brand’s mission or to make it stand out from your competition. Clarity will help you be remembered.
But what if you offer a number of services? In this case, you would look at your cash register to see where you make the most money or what the majority of your customers request.
You don’t need to list every service on a single page – in fact, it might be better not to. Just pick one primary service and focus on that.
This is where you explain how your products and services will help your customers.
You don’t have enough space to list all of the ways your product or service can help your customer. You should focus on one main problem that your product or service solves.
What are some things you can do to improve the quality of life for your customers? They might say that they need more time, a greater sense of self-esteem, or a near absence of stress.
You need to make your content easy to understand for your visitors. If it is too complex or confusing, they will leave.
If you send a clear message that matches what people are looking for, they will want to read more.
But if you don’t explain how your service or product may help them, they will not remember you.
Images are very important when it comes to design.
You need a picture to show what you can do with your service or product. Use a picture that shows the change your business can make in a customer’s life.
Choosing attractive photos is easy. But you should pick a photo that evokes emotions, too. People who see something they want will be more interested in your message.
It is always good to work with a photographer for your story. They can make it more personal by taking pictures of you and your clients, and don’t use stock pictures if possible.
Using video and moving pictures can help get your message across, but be careful.
Make sure that your video and photos are used to illustrate your point. Only include short videos that are 3 minutes or less in length.
Use a video to show your product or a client enjoying your services as a background graphic. Your message can then be shown above the scene with static text.
Don’t add movement to your text as it will distract people. They will look at the exciting graphics instead of your message.
You’ve probably seen websites with images that move and lots of headlines or text. This is a popular design choice that seems helpful at first sight.
However, this is not a good option for your hero section.
People who visit your website need a clear message that is so appealing that they are willing to click the important “Call to Action” button.
If you’re using an image carousel, make sure the text in your messages doesn’t move. The pictures should only slide or fade between changes.
If you need to display multiple messages, include more information below the fold or create a landing page for each message. Well-written messages will result in more sales.
When creating content for your website, it’s essential to remember the difference between features and benefits. Your potential customers don’t want to know about every single detail of your product or service. They want to know how it will make their lives better.
Your potential customers should understand what could happen to them if they don’t take your services or buy your product.
Think about the pain points that your service eases or solves. Then, craft a message that will resonate with someone experiencing those difficulties.
Use customer testimonials, reviews, and data-driven statistics to back up your claims in this section.
Don’t be afraid to raise issues that may trip up your readers; this demonstrates that you understand them and are piquing their attention.
However, don’t go overboard. Too much of anything is never a good thing. This is especially true when it comes to writing online content. You don’t want to overwhelm your audience with a wall of negative points.
Instead, focus on delivering your message in short, concise paragraphs. Use bullet points and headers to break up the text and make it easier to scan.
Your website’s tone should be consistent with the overall tone of your company. If you’re a fun and friendly business, your website should reflect that. But if you’re a more serious company, your website should be more subdued.
Use simple language and avoid jargon. Be friendly and approachable, yet informative.
A value proposition describes how your goods or service will change people’s lives if they buy them. It explains how using your products or services may improve their lives.
Your value proposition must be relevant to your target audience. It should address their specific needs and desires.
Write your message based on customer research; What do your customers want? What do they need? What are their pain points?
Be specific about what your product or service can do for your customers. And make sure you can back up your claims with data or customer testimonials.
Make sure your value proposition is specific and measurable. Avoid general statements like “we’re the best” or “we’re the cheapest”. Instead, focus on something specific that you can offer, such as “our product is 20% cheaper than our competitors” or “we offer a money-back guarantee”.
Make sure your value proposition is up-to-date and relevant to your current offerings. You don’t want to make promises you can’t keep.
Use clear and concise language that your target audience will understand. Avoid using technical terms or jargon. To avoid confusion, set up different pages for each of your products or services if you have more than one.
A compelling value proposition has the potential to alter how prospects see your company. It may be the deciding factor as to whether or not they choose to conduct business with you.
Include photos of people who have benefited from your products or services.
For example, if you are a yoga studio you could use an image of somebody doing a difficult yoga pose to show that your classes will help them achieve their fitness goals.
Use images to depict your readers’ goals and offer them a method to achieve the same end.
Include a short video on your website that introduces your company and value proposition.
This is a great way to add personality to your website and give visitors a taste of what it would be like to work with you.
If you’re selling a physical product, consider using a video to show how it works. This can be especially helpful if your product is complicated or hard to explain with text and images alone.
Make sure your video is high quality and professionally made. You want people to take you seriously, so avoid using amateurish videos or videos that are poorly lit or have bad sound quality.
If you don’t have the budget for a professional video, consider a simple animation or slideshow instead.
Include testimonials from satisfied customers on your website.
Make sure your testimonials are relevant to your value proposition. For example, if you’re claiming that your product is the best, make sure your testimonials support that claim.
If you can, include specific details and statistics in your testimonials. For example, “I lost 20 pounds in 2 months” or “my sales increased by 30% after using your software”.
Customer testimonials add credibility to your value proposition and can be the deciding factor for someone who is on the fence about doing business with you.
This section should summarise the solutions that your product or service provides. This part should describe the issues and challenges that your customers are hoping to solve.
When you show people your product or service, explain how it can help them. Show that you understand the needs and wants of your target audience. This will help build trust and credibility.
When creating this section, stay as specific as possible. Whenever possible, give tangible examples and statistics.
Keep your list of problems short and sweet, with no more than six items on it. You want people to be able to scan and comprehend your list easily.
Make sure your list of problems and solutions is linked to the value proposition of your product or service. Otherwise, you will create false expectations by over-promising.
For example, if you say that your product is cheaper than the competition by 20%, then some of the problems on your list might be “I can’t afford other products” or “I need to save money.”
Remember that not everyone who reads your website will be familiar with your product or service. So avoid using technical jargon or industry buzzwords.
Help your customer achieve their goals. This means you should help them as much as you can. You should think about their success more than your own success. When you do this, you have a client-focused attitude.
Your mission is now to take the customer on a journey to success. This means helping them solve their problem and supporting them along the way.
When you talk to your customers, try to understand their concerns. Show them that you care and have a solution that meets their needs.
Your authority section should be clear and to the point. Do not try to sell the customer your product or service. Instead, focus on explaining how you can help them achieve their goals.
You can do this by creating helpful content that will guide them toward a solution. This can be in the form of blog posts, ebooks, infographics, or even videos.
People want to know that you are an authority in what you do. They want to know that you have been doing this for a long time and that you have helped many people. This builds trust with potential customers.
Adding logos of companies you have previously worked with in the past, or including testimonials from happy customers, can help build your authority.
Your goal is to position yourself as a thought leader in your industry. This will help you build trust with your audience and establish yourself as an expert.
When creating content, always keep your customer’s goals in mind. Your content should be relevant to their needs and offer value at every stage of their journey.
The goal of your process section is to help customers understand how to buy your services or products so they can achieve their objectives.
Making it easy for potential customers to understand what they need to do to buy your product or service makes the process simpler for them. This removes any confusion and provides clarity.
When marketing your business, use the power of threes. This will make it easier for people to understand. You can show three different aspects or a list of numbered steps in a logical order to show that they are related.
Visually showing people how easy it is to deal with your business will make them more likely to become a customer.
If people are confused by your website, they will not buy anything from you. People do not have a lot of time to look at websites, so you need to make sure that they understand what you are selling or offering quickly.
You should use clear and concise language on your website so that people understand what you are selling or offering in just a few seconds.
This is where you can describe in more detail what you do for your customers and how you help them.
We haven’t put a lot of text on your page yet because most people will just skim it. They are looking for information quickly.
You can get people’s attention by having a clear and interesting message. This will make them want to learn more about what you have to offer.
You’ve already told readers how you can help them. You’ve shown them how you’re different, how you can solve their problem, and how you’re the best choice for them.
Now it’s time to give them more information. This is where you show them what success looks like and provide examples of what you have done in the past.
Many potential customers like to feel like they have done some research before they buy something. You can help them out by providing facts in your insights section. This will make them feel confident in their purchase and more likely to buy from you.
You can also back this up with blog articles, downloadable white papers, or any other number of supporting documents.
The insights part of your page is a great place to talk about how you understand your customers and what solutions you have for them. This area lets you connect with your readers and develop a relationship.
An explainer video is a great way to engage with your audience and provide them with information in an easily digestible format.
People are more likely to watch a video than read a block of text, so this is an ideal way to get your message across.
An explainer video is a great way to introduce yourself, explain your product, or give an overview of your company.
This is why it’s important for your video to restate your message, answer the questions you’ve already addressed, and provide a clear message about what makes your company ideal for what they need.
This section is optional, and it will be determined whether you have the ability to make a professional video.
Creating videos is much simpler now than it has ever been. With the popularity of social media, many people would rather watch a video than read an article.
Many commercial filmmakers recommend keeping your video short. If you’re a budding movie buff and want to promote it on YouTube, a 15-minute video would be ideal for generating leads but not on your sales page.
You can show potential customers excerpts from your longer video in order to get their email addresses. This will make them want to see more.
This is a great way to get people interested in what you have to offer and can be used as a powerful call to action. However, if your video is boring, people will leave in less than 32 seconds.
Make it easy for clients to understand if they can afford your services or products. When it comes to price packages, there are a few things you need to consider.
First, you need to make sure that your prices are easy to understand. This means avoiding jargon and explaining your pricing in simple terms.
Second, you need to avoid explaining your prices to people who don’t understand how your service works. This will only create confusion and may dissuade them from using your service.
Third, you should consider using a column of three services, each one covering a different low, mid, and high price point. This will help increase sales by giving people options.
Most people will choose the middle-level service, so it’s important to make sure that your mid-tier solution is profitable.
Finally, you can eliminate any doubt or uncertainty by telling people about your packages on your page. This will let them know what to expect and help them make a decision.
By following these tips, you can create a pricing strategy that will help increase sales and conversions.
Showing your visitors what they can expect from you will motivate and inspire them. You can do this by showing them before and after images, or by using numbers to show results.
It’s also important to show that your product or service helps people solve their problems. This will help increase sales and conversions.
For example, if you are a landscape architect, interior designer, or web designer. Showing your reader how much you have improved a customer’s project by finishing it and making it look great will help you gain authority and trust.
Numbers like the percentage of increased sales, the number of hours saved, or the environmental impact resulting from utilising your services or product can show that your business provides real value to its customers. These are good ways to show this.
Showing people the outcome they might get from you is a good way to inspire and motivate them. You can show people what they want by showing them an example of their goals.
The main purpose of your sales page is to answer the question “How can you help me?”. You need to communicate this very clearly. You can do this by using aspirational cases. This will help potential customers see how your products and services deliver value.
Frequently Asked Questions
People often need help with things that they buy. This is especially true when they buy something online. So it is important to have an FAQ (Frequently Asked Questions) section on your website.
That way, you can answer the most common questions people have quickly and easily.
It is a good idea to answer questions on your marketing pages. If you do this, you are clearing up any confusion and providing clarity. A visitor who understands what you offer will be more likely to become a customer.
So, what do you do if you don’t have any questions? If you’re starting a new business, the first thing you should do is talk to your potential customers and find out what problems they are experiencing.
This is where your company’s products or services should come in to provide a solution.
If you already have a lot of customers, you’ll know what their concerns are. You can ask your team questions and look through your old emails for any questions that you’ve already answered.
When you first start looking, you’ll be surprised at how many new issues come up each week.
While our main goal is to provide clarity and answer any questions your visitors may have, The FAQ area is an excellent section to enhance your search engine optimisation.
When we are creating a list of potential articles and help documents, we often use Google. If you do this, it will give you many common questions.
You can figure out what people want by typing “why does [insert your product or service name]?” into Google.com. This will give you a list of auto suggestions that will help you understand what people are interested in.
Another great way to see questions people might ask is to look at the “People Also Ask” section. This is a selection of the most popular searches related to your topic.
Having an FAQ section also provides information that Google is searching for, which can help you to rank higher than your competitors in search results.
Google and your website visitors are both trying to find the best answer to their questions. If you want your website pages to convert visitors into happy customers, you need to make sure your message supports these goals.
Your customers can reach out to you through the contact form on your website in order to close their transactions and acquire your goods or hire your services.
If you want customers to checkout, then you can skip this section. However, it is important to ask yourself if customers have questions before making a purchase. How can they contact you?
No matter what services or products you offer, customers need a way to easily contact you.
Placing a contact form on your page ensures that customers can easily get in touch with you without having to search for your contact information.
So what exactly do you need on a contact form? Thanks for asking.
The website footer is a component that may be seen on every page of your site. This is the part at the bottom of the web page that usually has information like the copyright, contact information, and links to other pages on the website.
The footer is a good place to put links to pages on your website that are not essential for making sales. This includes links to your customer care, blog, and terms & conditions pages.
Using too many links in the header can make it confusing for website visitors. They might not be able to find the information they’re looking for. You can avoid this by only including important links in the header and storing all other links in the footer.
Adding your company logo, copyright and credit notes, and slogan or oneliner to your website’s footer is a great way to give it some extra flair and brand appeal.
Creating a website that looks good and is easy to use is essential for any business, but it’s only half the battle. The real key to driving sales is creating content that speaks to your customers and helps them solve their problems.
If you can do that, you’ll be well on your way to building a successful website that converts visitors into customers.
A good website is engaging and easy to use, two qualities that are essential for any business looking to operate online. At Sanders Design, we create WordPress websites, and we show our clients how to manage them so that they can have more control over their online marketing.
Hopefully, this guide will give you some insight into how having a plan can help elevate your business to new levels.