Blog > How To Build a Website With Pages That Get Results
Posted By Create
The tips below can help you maximise the effectiveness of your web pages to keep visitors on-site and increase conversions. In this blog I'll cover some of the key pages of your website and provide tips on how to make them work better for you.
When assessing the success of your online shop, it's important not to just look at sales through your checkout. There is always more you can do to improve the website experience and provide the right information. Using tools like Google Analytics (starter's guide here), you can see which pages are successful landing pages and which lead to people leaving your website.
Check out the tips on the following pages below:
- Your Home Page
- Your Product Pages
- Your 'About Us' Page
- Your Contact Page
Your Home Page
- Consider setting your 'Shop Home' page to be the landing page of your main domain URL. This shortens the buying journey and throws your customer straight into your shop, where they can see your shop categories and pictures of your products. See our guide to learn how to set a different page as your home page.
- Include some brief introductory text on your home page to tell your visitors what you sell. Use keywords you want to rank highly for, such as 'handmade jewellery', but don't overdo this as your text will feel unnatural and the search engines will see this as 'keyword stuffing', which can have a negative impact on your search ranking.
- Feature a striking, prominent and clear image on your home page to tell your visitors what you do and how well you do it in an instant. Online shoppers know within just five seconds whether they'll want to purchase something from your site and a large image will attract their interest well within this time limit. Take a look at your home page and ask yourself, "If I visited this website, how long would it take me to find out what is being sold and why I should buy it?"
- Try not to clutter your home page with too many pictures, too much text or too many links. Work out where you want your visitor to click and remove anything that might distract them from doing so. To help this, place the link you most want your customer to click in clear view. Make sure they won't have to scroll down to see it.
- Make links to your social media profiles very obvious and clearly-defined by using the social network logos or social icons like these. Make these consistently prominent throughout your website, perhaps in the site footer. Don't place them near Facebook 'Like' or Twitter 'Follow' buttons, though, as it's likely the visitor won't know which one to click to get to your profile.
Your Product Pages
- Display your products using large, clear images on a white background if possible and applicable. You want the image to leap out of the page and grab your customer's attention so make sure nothing distracts from it, such as a complex background or a blurry photograph. See our blog on website photography for more tips.
- Use multiple product images to give your customers a feel for what your products look like from different angles or up close. You could also include a photo of someone modelling or using your product to give it more context. Also, using high-resolution images really helps your products to look the best they can.
- Write product descriptions that really sell your items by relating to your known audience. See our blog on writing great product descriptions to find out how.
- Include important details, such as the product's size and colour, in an easy-to-read bullet point list so the customer doesn't have to pore through lots of text to get the information they need.
- Make the 'call-to-action' (that is, the link you most want your customer to click, such as the 'Add To Basket' button) stand out and catch the eye. Try not to make it flat as that makes it look less clickable.
- Make sure the product name is clear, accurate and not too long. Feel free to use words like 'lovely' and 'gorgeous' but try not to overuse these as you want the customer to feel that you have the confidence to let the product sell itself.
- Let customers leave reviews of your products on your product pages. Studies show that people are more likely to buy if others have already done so and went on to leave positive feedback afterwards.
- Show 'related products' beneath your product photo and description. This way, if the product the customer is viewing isn't quite what they're after, they're only a click away from viewing another that might be more suitable, thus strengthening the user journey and making that visit more likely to result in a sale. Find out how to add 'related products' to your product pages here.
Your 'About Us' Page
- Tell your potential customers why they should choose you and why your business is the best. It's okay to be confident in your products and service - this will result in a positive attitude towards your business.
- People prefer buying from people to buying from faceless companies, so tell your business story with text that really gets across your personality and shows your visitors that they're buying from an independent seller. If there's only one place, above all others, that you should be personal, informal and approachable, this is it.
- Keep the tone light, friendly and fairly simple, and end by thanking the potential customer for visiting your online shop. Also, be sure to proofread your text as good spelling and grammar ensure you come across as a professional and this will build customer trust in your business.
- Use images to help tell your story. Many people won't have time to read through the whole 'About Us' page and including inviting, relatable photos of yourself and your business will help to get your personality across in an instant.
- Consider using Instagram to document goings-on 'behind the scenes' and feature the gallery or slideshow on your 'About Us' page. Use Create's 'Instagram Feed Widget' to embed your Instagram feed with an automatically updating peek into the workings of your business.
Your Contact Page
- Ensure that all contact details are clearly and attractively displayed, with links if possible. This includes your email address, your business phone number and your address. It's a legal requirement for online sellers to make their physical business address visible on their websites. Your 'Contact' page is a good place to make this information available.
- Include clear links to your social media profiles, perhaps in text format so that your customers will remember your social media usernames for future reference, in case they don't want to click through to your profiles right away.
- Include your opening times if you have a physical shop and consider mentioning the days of the week that you're available by email. This way, if you're busy, the customer won't think they're being ignored if they don't receive a response to their query right away.
- Use Create Captcha at the bottom of your Contact Form to provide a way of stopping spam and contact from 'robots' that blends in with the look and feel of your website.
- If you have a custom Contact Page (see here for details on how to set this up) you can embed Create's Google Map widget on it to show your visitors exactly where they can find you in the real world. Along with disclosing your business address, this adds another layer of trust in your business.
- You can drastically reduce the amount of unnecessary queries you receive by answering the most common questions you get asked in a 'Frequently Asked Questions' section below your contact form, using a custom form. As the 'Contact' page is the place visitors will come to if they have a question, adding the answers to most questions here will take another step out of their buying decision and purchasing journey.
Hopefully these tips will help you get the most out of your web pages and turn informed visitors into happy customers. Let us know if they've helped you, and share tips of your own, in the comments below. Are there other pages you'd like to make more effective? Let us know!