When it comes to first impressions Dr. Bruce Banner isn’t always the best at it, especially if you make him angry. When that happens be prepared for him to transform before your eyes into a 1,500 lb. green savage, A.K.A the Hulk. Now, if you didn’t know Dr. Banner was the Hulk you would probably be confused, frightened and make a run for it. The same goes for your website, you get one shot at a first impression, make it count. A poorly-designed, cluttered, inefficient website with content that doesn’t match your target audience's expectation will more than likely result in frustrated visitors leaving your site at lightning speed. Prevent website visitor fury by following the inbound marketing methodology to help you generate leads and create a great website design.
1. Create a Responsive Website Design
With only one chance to make a positive first impression, your website should be up-to-date and responsive regardless of what device the site is being viewed on. Create a site that is easy to navigate and has a consistent design. Make sure you are using aesthetically pleasing font combinations, and white space. If your site is to confusing or hard to navigate users may get frustrated and leave your site. Your brand should be easily identified across your materials like eBooks, blog posts, and social media content.
Highlight the features of your business by using quality images that are visually appealing, instead of text heavy pages, think of ways you can incorporate some images into your design, like an infographic for example. Visitors should be able to scan through your website and understand what you have to offer without reading word for word. Also, create calls-to-action that are clear and distinct for the user to click on.
2. Incorporate the Buyer's Journey in your Wireframes
The Inbound Marketing Funnel can be used to identify what kind of content potential buyers are looking for when they arrive at your site. The marketing funnel is broken down into three sections:
Top of Funnel – Top of funnel content refers to the content a potential buyer is searching for when in the early stages of the buyer's journey. They are in the learning mode, conducting research to better understand and give a name to the problem they would like to solve.
Example: Dr. Bruce Banner may search for: "How can I prevent my jeans from ripping when I get angry"
Middle of Funnel – The middle of the funnel is where buyers start considering potential solutions. Now that they have a clearer understanding of the problem they are trying to solve, they conduct research to see all of the possible solutions.
Example: Dr. Bruce Banner may search "Types of stretchy pants for all sizes"
Bottom of Funnel – Less than 5% of website visitors fall into this category according to Impulse Creative. The bottom of the funnel is where buyers sort through information to narrow down their options and decide which potential venders they would like to contact or purchase from. They have identified their problem, done their research on how to solve it, and are comparing vendors and products to decide which vendor is the best fit for them.
Example: Dr. bruce Banner may search for: "Reviews for Gigantor purple stretchy shorts"
It is important to meet each of these visitor's needs, you cannot ignore the top of the funnel visitors just becaue they are not ready to give you their credit card number. For best results, identify what kind of content best fits on which pages, and where on the page a visitor may go to find it.
3. Optimize your site
Once your website is designed you aren’t done yet. Inbound marketing relies on content to thrive. Search engines like an active website that adds new and relevant content regularly. Create content for your website that revolves around your target audience. Find out what keywords your target audience is entering into search queries and add those keywords in your websites content. It may be through a blog or the copy on your homepage but all content should incorporate keywords.
A user-friendly, thoughtfully designed website is crucial in today's world. Make sure your website isn't scaring people away like the Hulk does. Once you are done designing your website and have been consistently adding content to it, analyze your site by measuring key website conversion optimization metrics.