Web Design: How to Increase Sales

Web design can help you generate leads and increase sales.

No matter how much time or money you spend on your web design, if it isn’t helping you increase your sales or generate leads, then it isn’t doing its job.

Your website should be a 24/7 salesperson that helps you close deals, nurture leads, and generate interest. If your current site isn’t doing those things, you might need to reevaluate and rethink your current web design.

With the right web design, you can increase your sales and move your business in the direction you want it to go. Here are a few design elements that you need to consider when it comes to your website:

Navigation

You have a top level navigation bar because you know that’s best practice for user experience and for indexing your site on search engines like Google. But, that’s not the only navigation your site needs.

Good website design helps users navigate from page to page to find the information they are looking for.

In fact, there are a couple of different navigation elements you need aside from the top level navigation:

    1. Site Map: One thing you need to include in your web design is an easy-to-use and easy-to-find site map. Place it in the footer of your site or even create a side menu that users can use to navigate to different pages on your site.
    2. Linking: To elevate user experience, optimize the site, and direct traffic to where you want them to go, use internal links. These things, when used correctly, help users find the information they are looking for.

Without a great navigation strategy, your web design won’t deliver the right information that users are looking for, Google won’t effectively index your site, and you won’t generate the leads you need to increase sales.

A navigation strategy allows you to do all of those things effectively and purposefully.

Calls to Action

Calls to action drive your web traffic to where you want them to be. These phrases and words are what help move users from page to page and deeper into your site.

But, simply having a “Learn More” or “Click Here” button isn’t enough.

You need customized calls to action that speak directly to your target market. Your web design and content should both support and direct the CTAs that you use on your site.

CTAs have one main function on your site: drive traffic to your landing pages so you can collect contact information.

While not every CTA will point directly to a landing page, each one should be strategic enough that they all work together to drive your web traffic through a series of pages and eventually land on a contact form page.

White Space

Don’t get scared off. Your web design doesn’t have to include a bunch of white space, especially if your brand is more about color.

Good web design makes use of white space for aesthetics and function.

But, you do need to think about how the space on your site is being used.

Do your landing pages have a lot going on?
Are the contact forms below the fold?
Is your message hard to read?
Do videos play automatically?

White space on websites is about more than just a design feature. It’s about not distracting your visitors.

When visitors can’t find the information they’re looking for or can’t decipher your messaging, then they’ll leave your site and end up on a competitor’s site.

Your web design needs to cut down on distractions. Think about what you want web visitors to do when they land on your site and make it easy for them to do that.

If you create a landing page to collect contact information in exchange for a top level offer, then don’t overwhelm potential leads with a bunch of graphics or content. Instead, design the page so visitors aren’t distracted and are lead to fill out the form.

Optimization

No one will find your site if it isn’t optimized for search engines and user experience.

You might be thinking that content is the only way to optimize your site, but that’s really not the case.

Things like anchor links, navigation, web design, and images all impact your site’s search engine rankings.

Keywords should be included in image alt tags, your navigation should be easy-to-understand and follow (see the section above about Navigation), and the design of the site should make it easy for users to find the information they are looking for.

And of course, content is extremely important when it comes to SEO best practices, but the design of your site has to accommodate that content, so make sure you’ve optimized the layout for the content.

With an optimized site and web design, you’ll be able to increase your web traffic and convert that traffic into leads.

Consistency

One of the keys to success in marketing and branding is consistency. Without consistency, your strategies will fall short and your messages will fall on deaf ears.

Keeping things consistent helps you build your brand and increase sales.

Consistency is the key to effective marketing

When it comes to your website, users should know that from page to page they’re still on the site. While landing pages should be able to stand on their own, they also need to feel like they are part of the site and your overall branding.

Consistency will help you deliver your messages and move your web traffic to the page(s) you want them to be on.

Increasing sales with web design

Your website should be your best salesperson and most powerful marketing tool. With the right web design, you can start generating leads and seeing a return on your investment.

Getting your web design just right can be an incredibly tricky thing. You want to convert traffic into leads not give them an excuse to leave your site after only viewing one page for a few seconds.

What you need is a strategic marketing team that can help you design your site to be both beautiful and functional, so that you can see a return on your investment and let the leads roll in.

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Carolyn Byard

Carolyn is Iconic's art director and office dog handler. She strives to build unicorns, and she is completely obsessed with the fusion of beautiful design with strong strategy for unforgettable user interfaces.