The ABC of Website Design

Website Design Have Only Two PurposesWebsite Design

There are only two jobs that a website design should have, either to sell stuff so it’s an e-commerce website, or to capture the details of people visiting the website, if its does neither of these tasks you’re missing a trick and need to change it as soon as possible.

For example, It’s highly unlikely that as a creative agency you’re selling stuff online, so you’re looking to somehow capture people’s details through offering them some sort of download (often referred to as a lead magnet or in-bound marketing). If someone’s on your website there is a really good chance that they’re potentially looking to engage with someone offering your services. In exchange for a name and email address, or even an email address only (let’s face it you can normally work out the name from the email address) you can offer them some advice and guidance, for example ‘Seven Questions You Must Ask’ or ‘The Three Most Common Mistakes That People Make When Engaging with a PR Agency’. The point of the download is to offer advice and guidance, not sell to the potential client by saying here at ABC we do X. It’s about telling them the questions they should ask an agency that will gently educate them about the advantages you offer your clients over the competition.

The Most Important Thing is Your Website Design it’s Your Shop Front

One question could be, “do you give a guarantee on service levels?” then you explain why that question’s important. Or you could say “If an agency is unwilling to give service level guarantees then you have to wonder if they will be able to deliver what they’re promising”. The idea is for you to explain to the client what to look for when choosing an agency and the pitfalls to avoid so they can make the best choice – which will hopefully be you.

You could probably do a few different types of lead magnet or white papers, so that no matter what the person on your website is looking for you’ll have a guide that will help advise and coach them. Also, make sure that you have a lead magnet on every single web page. I was speaking to a web design agency that had tracked all the visitors to different websites they’d designed with no lead magnets, and what they found the visitors were all doing (and they all did pretty much the same thing), was they’d hit the Home page, then look at the About Us, then the Contact page, before leaving without taking any action. If nothing else have something on your contact page for them to download as well as a last ditch effort to get their details.

Include Your Team Photos and Videos in Your Website Design

Make sure as well that you have some strong photos of you and your team. As humans we’re pre-programmed to look at faces, and we want to see who we’ll be working with, so have videos there too which give an insight into who you are and your culture, and give people the opportunity to see you and connect with you in every way possible. Again think about who your avatar is with all of this. My partner’s website is full of personality and pretty funky which is very deliberate as those are the sort of clients she wants to attract. If you were grey faced as well as grey faced you probably wouldn’t like it, but that’s OK because you probably wouldn’t get on with the agency anyway, so making sure your values and personality shine through your website is a great pre-qualifier.

Next, think about the services or sector you’re targeting. You have a couple of choices in which landing pages you direct people to, so, on your website you can have dedicated pages where you have a page specifically for a core sector, but have it set-up like a home page (so slightly more context rich with a couple of lead magnets for people to download).

Other Options for Website Design

The other option is to have a satellite website which is where you have an exact design copy of your general website but change the content so that it is specifically tailored for each core sector with its own appropriate URL and you can then drive your potential sector-centric clients to that website. It shouldn’t cost too much as the web designer is just copying the original website template, then placing different copy and pictures on there. The only potential downside of this tactic is that if a client then finds out that you do other sectors, it might be seen that you’re not 100% transparent or that you’re being a little sneaky, but only a bit.

OK, so let’s say you’ve got an all-singing-all-dancing website, now what? You have to drive traffic to your website and there are a number of options to achieve this. You could get someone to perform some Search Engine Optimisation (SEO) to get you to the top of Google through organic ranking, although as soon as the algorithms change you may drop or disappear so this shouldn’t be relied on as your only strategy, website design should incorporate everything you’ll need to grow your business.

By Alan S Adams

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About 

As an award-winning business coach and bestselling author, Alan S Adams has helped hundreds of businesses across the UK to move from simply surviving to positively thriving. The publication of his second book Passion To Profit: 7 Steps To Building A Kick-Ass Agency and his third book, The Beautiful Business: Secrets to Sculpting Your Ultimate Clinic, sees him focus very specifically on creative agencies and aesthetic clinic sector, sharing advice and guidance with the potential to revolutionise turnover, client retention and overall growth. Alan was also recognised by Enterprise Nation as one of the UK’s Top 50 Advisors and APCTC Coach of The Year Finalist.

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