SALES & MARKETING
How to Make a Good Web Page That Attracts Your Best Customers
Jeanne San Pascual
21 November 2020
Aside from the fact that there’s a pandemic going around and everybody’s going online, having an online presence is a staple if you want to be able to market effectively.
For those out there wanting to update or start creating their own websites, the to-do list can be overwhelming.
But don’t fret because I’ve narrowed it down to the essentials. 😉
Below are everything you need to know to make sure that you have a an amazing website that draws in your best customers!
Step 1: Lay Out the Foundation of Your Website
As my favorite quote goes, “Failing to plan is planning to fail.”
And yes, that definitely applies when creating your website. Be warned: Skipping this step might result in wasted time and money on your part.
Here are just some of the things you need to plan for:
- The goal of your website or each page
- Its target audience
- What pages to include
- The kind of content to cover in each page
- The design of your website
Knowing the goal of your website at the onset can help guide your decisions for everything else.
For example, if your goal for your website is to collect leads, including a landing page and a blog are the logical next steps.
Your goal will also determine the kind of call-to-action that best fits each page.
You also have to know who you’re targeting with your website. Of course, you want to target your customers. But do you have an exact idea of who they are?
Once you know who your target market is, you can then craft your content in a way that speaks to them.
And it’s good for business too. Because 34% will likely to make an unplanned purchase if they receive personalized content.
Lastly, design is also a key part of a successful website.
If your site isn’t easy to use or looks like it just came straight out of the 80’s era then a lot of your website visitors might be put off.
About 38% will stop engaging with your site if the layout or content is unappealing. Roughly 89% will turn to your competitors and 88% are unlikely to return if your website provides a poor user experience…
All of which are bad news if you’re looking to come out on top.
“Failing to plan is planning to fail.”
– Winston Churchill
Step 2: Plan Your Web Pages
Before we get to the outlining part, pick what your primary pages are going to be.
Limit your main pages between five to seven as this is the optimal number that readers can digest at once. If you need anything more than that, relegate some as subpages of the primary ones.
A simple and easy way to organize all your planned web pages is to build a sitemap. (Check photo of example below.)
And when it comes to outlining the content for each web page, it’s important to write everything in an easily-readable format.
Why? Because people’s attention are extremely limited.
If they can’t scan it, they just won’t read it. To be exact, the average website visitor only allots 5.59 seconds to reading website content.
And that’s definitely a short time, so make each word count!
Step 3: Flesh Out Your Copy First
Before mapping out your design, make sure your website copy is in order first.
Not only will your site’s copywriting direct how a page will be designed but most designers prefer to already have an idea of what the text of your website will look like.
However, most people make the mistake of having the design completed first before adding the copy.
And what this does is that having the space laid out upfront can constrict your copy. For instance, a thought that might need at least a paragraph to explain but gets allotted only one line in the design plan.
Having your copy done first means you don’t have to start from scratch in case there’s not enough space in the initial design…
Fleshing out your copy first will definitely save you more time and money. Below, we’ll delve deeper on how to write compelling copy for your website.
Make It About Your Customers
The first thing to consider when writing copy for your site is your customers.
What a lot of people forget when creating their website is that it’s not about them. Yes, your website is about you or your business but it should be still geared toward your target audience.
The best-written websites provide the information their customers need.
Sometimes, you might be tempted to write something clever or cute. You can, BUT don’t do it at the expense of clarity. If it’s confusing your visitors, you’re better off with a clearer, much simpler message.
Websites aren’t meant to be puzzles so don’t let your customers think too hard…
Because trust me they won’t even try making sense out of something they don’t understand. They’ll just leave!
So what should YOU write?
Tell them how you’re going to help them solve their problem.
Or, you can also let them know what you’re selling and what’s in it for them when they buy your product or services?
An amazing example is LearnWorlds‘ homepage copy where they state:
Don’t Be Afraid to Be Conversational
One of the most common mistakes people make when writing copy is that they’re SOOO afraid to sound like a person.
Many think that you have to use stuffy, formal language in order to appear “professional.” But the thing is, you can still be professional while speaking casually.
In fact, being conversational is better for your sales.
Using corporatespeak in your copy is actually like using a non-language or as author Amy Wiener puts it, a “garbage language.”
Why? Well, for one, it not only distorts communication but actually hinders it.
When the way you communicate is hampered, it prevents your audience from understanding what your message is. And when they don’t know what you’re selling, it’s highly unlikely that they’ll become a customer.
In short, it just DOESN’T serve any purpose so make sure to steer clear away from it!
Ditch the Hype
So how can you tell if a copy is “hype-y?”
A copy filled with hype is often marked with excessive claims that stretch the truth.
Common examples are “Earn $100,000 in 1 hour with this secret marketing trick—without using paid ads” or “best chicken for everyone.” (Yes, real businesses have used these.)
So what’s wrong with the above?
The truth is, there’s no marketing trick that can earn you that much that fast without using ads or a chicken that everyone will like because people have different taste in food.
It’s not that you can’t claim something similar in your own copy if it’s true. You can, BUT you have to back it up.
Because otherwise, you risk sounding like you’re so desperate for a sale that you start spouting made-up benefits just to attract attention. What that does is that it makes people LOSE trust in you.
And without trust, there can be no sale.
Review for Errors and Include a Call-to-Action
No copy should go out on the web without properly reviewing it first.
Because although mistakes are sometimes unavoidable, having too many can reflect poorly on your site or business.
Reviewing your copy should be done with two things in mind:
- Take a second look at your ideas and revise to make your ideas clearer, more interesting, and more convincing.
- Take a second look at how you expressed your ideas. This means looking out for errors in grammar, punctuation, and sentence structure.
But before you do the actual reviewing, make sure to take a break first such as scheduling your copy review the next day. This is important because you might be too close to your work to spot what changes need to be done.
For a more objective take on your writing, you can also ask others for feedback or constructive criticism.
In the absence of that, you can also pretend to be one of your readers. Are you satisfied or dissatisfied? Why? If you found yourself dissatisfied, get down to the root of it and revise accordingly.
After that, have another look at it once or twice more just to make sure you didn’t miss anything…
Once you’ve thoroughly reviewed everything, you can’t forget about adding the call-to-action.
So what essentially is a call-to-action?
A call-to-action directs your readers on what to do next after reading your copy.
Because at the end of your every web page, having a compelling copy ISN’T enough. If you don’t direct your customers what to do next then you’ll unlikely get results from your copy.
Whether you want them to give you their email or schedule a free consult—you need to be clear on what their next step should be.
Step #4: Have a User-Friendly Website Design
Now it’s time to round up your website plans with a user-friendly web design.
The hallmark of a user-friendly site is that it should be able to accommodate the needs of the user and you can do this in a number of ways which I outline below.
Keep Your Site’s Color Palette, Typography & Navigation Simple
Simplicity is the basis of an amazing user experience and this should apply to all elements of your website’s design.
For your color palette, pick colors that are complementary to each other so your site is easy to look at. Keep your site’s color scheme within five as having too many different colors can make your site look too busy.
Some common color pairings are black and white which contrasts each other.
With that in mind, your text colors should blend in as well. Don’t make your text yellow if your background color is white so it wouldn’t be hard to read.
When it comes to typography, pick fonts that are legible. For instance, use scripted fonts as accents instead of your paragraph font.
Another aspect of web readability is font size. Make sure your texts aren’t too small to read or too big that they don’t fit your visitors’ screens.
Your navigation should also be simple. Keep it in a consistent location in every page so your users know where to expect it. It should easily stand out as well so it can easily be found.
After all, the last thing you want are for your visitors to leave because they can’t find the menu in order to explore your site.
Organize Your Website in a Way That Makes Sense
When organizing the info on your website, you have to take into account what people’s natural instincts are.
For instance, when people read, they do so in an F-pattern.
(See above image for the illustration).
The F-pattern shows that we read from left to right and from top to bottom.
Knowing this means you have to arrange your texts in that order for it to make sense to your readers as that’s how they will read it.
An excellent way to facilitate an F-shaped reading pattern is to use grid-based layouts.
This kind of layout makes use of columns, rows, and sections to line the contents of your website to balance everything out.
What grids do is that it helps you structure your design so the content looks organized. More than that, it also helps align the elements on the page so it appears clean and aesthetically pleasing.
Designing a Website That Delivers
Adopting the above elements ensure that you have a professional and polished website that offers your target customers a way to find and get to know you.
Having a website that functions efficiently, has easy navigation, and compelling copy—all of these will no doubt lead to an amazing user experience for them…
And when that happens, what follows is an audience that would want to engage and do business with your brand!
Why, hello there! Thanks for reading this far. 😉 I’m the copywriter behind The Copy Psychologist and I’ve been a full-time copywriter since 2011. Over the years, I’ve worked for more than 90 brands and businesses in creating copy for their emails, websites, and sales pages—to name just a few.
I use my background in psychology to write copy that wins sales, overcomes barriers to purchase, and conveys value without the standard “salesy” spiel that ick people out.