Any modern business, irrespective of the offline or online operation knows the importance of having a website to communicate and engage with their clients and the prospects. Without a web presence, modern business operation is practically unthinkable. A website literally stands as the face of any business brand now and just like your store-front you need to take all care to make it look appealing and engaging.
For a business startup, the importance is even more crucial as, unlike large businesses, it is likely to operate with minimum resources while always competing with the leading brands of the niche. The vast majority of businesses now heavily depend on generating search engine traffic and converting them to business revenues.
Question is, how can startup websites ensure steady business conversion through their website? Whether you hire a WordPress development company or some expert Magento eCommerce developers for your startup, this is the question you need to face. Well, by learning from the leading businesses that beginning as a startup grown to formidable brands on the online space, here we are going to explain the key areas that any startup website should give attention.
It is a grossly accepted statement that simple design of websites ensures a higher conversion rate. But not just designed, it is actually the whole web experience that needs to be simple, fluid and effortless. Only easy and simple user experience can ensure optimum conversion rate.
Let’s start our explanation with the homepage design. The homepage is where you receive your audience and naturally to guide users from here to elsewhere within the site, you need to be smart. The first principle will be to cut the cognitive load as much as possible in order to drive their attention towards business conversion. This is why do not cram all your business information within the tiny space of your homepage.
As for organizing the homepage layout for better engagement and traction, ensure providing the most important information always above the fold. For example, provide the contact information and your social media links at the top right-hand corner where they can be seen and viewed instantly.
Secondly, keep the menu option simple and hamburger menu goes well with most websites designed after the minimalist convention. When it comes to text, ensure providing only minimum text to catch the attention easily. Moreover, for text boost the readability with smaller paragraphs, subheadings and bullet points wherever possible.
Lastly, the homepage design and content should be entirely driven towards a focal point or benefit that you are going to provide to the customer. Accordingly, plan your text content and the position of the CTA button to make sure that the user ends up clicking it.
Finally, what matters the most is how you can take your visitors towards the intended action that directly results in business conversion. A website focused on business conversion will always incorporate layout and design elements that slowly take the users towards the intended Call to Action buttons or links.
Let us explain how this conversion-focused design principle really works.
First of all, you need to have specific goals for your website. The goal can vary from just subscribing the newsletter or email list to ordering a product right from the website till asking for a quote to fill out a contact form.
How these objectives are represented visually within the web design? Well, for each of these objectives there can be separate Call to Action (CTA) buttons that accompany a few lines of text. Each CTA button takes the visitors to their respective pages. For example, when you admit to fill up a contact form, upon clicking the CTA you can be led to a page with the contact form.
Generating the traffic for a website is just half of the entire story for business conversion. Once you generate a good volume of traffic for your website, you need to keep them engaged so that this helps to build loyalty and boosts business conversion.
Basically, increased user engagement and longer session duration make the lifeline of successful websites. How long the user sticks to a web page determines the success of a website. Besides the design-centric steps mentioned above, a website always needs to offer relevant and engaging contents and try to engage users with innovative promotional offers. The ultimate trick is to boost to optimize user engagement and session duration that ultimately results in higher chances of business conversion.
SEO is no longer how you play out with keyword optimized contents. SEO is now more about the visitors and the web experience they get from your website. Some of the key aspects of superior web experience that may impact SEO tremendously include the page loading speed, mobile friendliness, and on-page SEO.
To optimize the page loading speed, the website needs to have a simple structure, light in code and optimized with lean visual and media files. On the other hand, the website must be designed responsively to allow easy and smooth visual output across multiple device screens.
As for on-page SEO, you need to fulfill all requirements to help the search engine crawlers to find the relevant content. This includes rich snippet, alt text for images, keyword optimized descriptions, creating relevant link profile, good interlinking, using a sitemap, etc. The expert SEO service providers will efficiently look into all these aspects and many other aspects based on the goals set.
To be precise, for great SEO results, double-checking any of these is not enough. You need to perfect several things at the same time.
Last but not the least important thing is to evaluate your website design and every different aspect. This is best done by A/B testing your website thoroughly. After A/B testing the design elements initially, you need to do the same every time you changed any of the design elements.
A/B testing also referred to as split testing. It is basically done by running different versions of the same web page and the conversion rate for each page version is measured separately. When such testing is carried out, each half of your traffic may see a different version.
When doing such split testing, it is advisable to limit the on-page design changes to a minimum, so that you can easily know which design elements are responsible for impacting the increase and decrease in output. It is often most effective when you keep the change to just a single one. For example, one version may have some text on the hero image of the homepage and the other version may appear much simple with no text over the image. Suppose, the later version resulted in more checkouts and actual purchases, you should stick to that.
The key components mentioned above concerning the web development and design that can impact business conversion for a startup will always be stressed by a startup consulting web expert. The point is to make sure all these measures are practiced rather than losing focus here and there. In a highly competitive scenario, startups need to exercise all validated methods in perfect measure for optimum output. With limited resources when a startup builds a website and expects solid results, these measures remain irreplaceable as ever.
Atman Rathod is the Director and Co-Founder at CMARIX TechnoLabs, a leading web and mobile app development company with 13+ years of experience. He loves to write about technology, startups, entrepreneurship, and business. His creative abilities, academic track record and leadership skills made him one of the key industry influencers as well.