Web Design Deadly Sin #2 – No call to action

The best website designs do a good job of clearly communicating their purpose. This means there is no doubt as to what is offered and how visitors can benefit. An informative, easy-to-navigate website will give your visitors a positive experience and keep their attention - with the purpose of getting them to take action.

As mentioned previously, good business web design is not one which simply lists all the things you provide, how qualified you are, or how long you’ve been in business, but most importantly how those things will benefit the visitor as a potential client or customer.  Part of communicating effectively with your visitors means you need to show them in a goof-proof way what they need to do to take advantage of those benefits.

This is Part 2 of the 7 deadly sins of web design, and what you can do to avoid them.

Don't: Too many calls to action.
So much noise defeats the purpose.
Where to click among all this visual overload?

Don't: No call to action at all!
Believe it or not this is the home page.
Where to, from here? Nowhere, apparently.

No call to action. Once people understand your message, they need to be able to get in touch, buy, or find out more, without having to leave the page they are on to go in search of a contact page.

Ideally, your web design should make it easy and seamless for people to either fill out a contact form, click to send an email, or be able to call a phone number.

Having a compact contact method on every page of your website has been proven to increase conversions.

If your business is e-commerce, it should be effortless for people to buy items. Nothing kills a sale quicker than a complicated check-out transaction. Make sure your methods of payment are clear, concise and include any additional charges such as shipping or taxes.

Service companies should also make it clear whether they would prefer visitors to call, email or fill out a contact form. If you are using contact forms, make them as simple as possible. Nothing turns off a potential customer faster than having to put their life history into a dozen different boxes. Name, email, phone number and perhaps room for a short message is all you need to follow up and close the deal.

If you need your visitors to register for your service or product, this should also be simple and painless – and relevant to your business. For example, if you want your visitor to sign up for a newsletter about travel deals, there is no need to ask unnecessary questions requiring an autobiography.

Good: Less is more.
Dropbox has one of the highest conversion rates in the industry.
Their website is nothing more than a call to action.

Good: Clearly isolate the CTA.
A very elegant way to show two alternative calls to action.
Nicely done!

Good: Explanation + CTA.
A brief explanation, visual + textual.
Then of course an unmissable call to action

Remember, in order to get your conversion and engage your visitor, make sure your website design communicates crystal clear what action they need to take, and how to do it – often!

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