Here at StorySellers, we love creating beautiful websites for our clients—but aesthetics are only part of the equation. At the end of the day, it all comes down to results. We pride ourselves on creating websites that not only look great, but also generate leads and sales for our clients.
How do we do that? Let’s take a look inside the StorySellers process so you can apply it to your website project.
Step 1: Identify Your Goal
Almost every business has the same general goal—more sales. But the path to sales is unique for each business, and that’s important to take into consideration when building your website.
We work with our clients to identify the number one action they want their website visitors to take. It could be scheduling a consultation, signing up for an email list, or making a purchase directly from an online store. The goal is to either create a sale on the website or guide potential customers to take the first step on the path to sales.
Identifying your primary goal is crucial is because you can use it to guide you through the rest of your website project. Which leads us to the next step…
Step 2: Create A Strong User Experience
If we could share just one thing with you about getting results from your website, it would be this:
Confusion kills sales.
Clarity creates sales.
Your website should lead potential customers towards your primary goal without creating distractions along the way. We see a lot of cluttered websites out there, and all that “extra stuff” makes website visitors much less likely to take action.
So how do we eliminate confusion and create clarity? We plan out the site map before we ever begin building. It’s important to know what pages will appear on your website and how those pages connect to each other. You want to create a flow and a clear customer journey throughout the website.
Thanks to Step 1, we already know the destination (a.k.a. the primary goal). Now we just have to create a clear path to get to the destination. User experience is about making the journey as smooth as possible.
Step 3: Connect With Your Customers
At this point you’ve identified your goal and created your website structure. Now, it’s time to add compelling content that resonates with your dream customer. Step three focuses solely on the words used on your website, also known as copy.
When potential customers visit your website, they’re looking for answers to a few important questions.
Does this company understand my problem?
Can they solve my problem?
Do I trust them?
Ultimately, every business is in the business of solving problems, so it’s really important to show your potential customers that you’re the right solution for them. Great copy goes a long way towards connecting with your customer and establishing yourself as a viable solution.
If writing isn’t your strong suit, this might seem like a daunting task. But just remember—it’s not about being a perfect, polished writer. It’s about deeply understanding your customers and their motivations. If you know your customers and your value, that will shine through in your writing.
Here at StorySellers, we use questionnaires and prompts to help our clients brainstorm their copy, but you can use any method that gets the ideas flowing.
Step Four: Choose Your Visuals Wisely
Now we come to the final and most obvious step—visuals. Most novice website designers (and even many professionals) start with this step. But as you can see, it’s important to lay the foundation in Steps 1-3 first. Thoughtful website planning gives your visuals a lot more impact.
The visual aspect of your website helps in two main ways:
Strengthening The Customer Connection
Use your website copy from Step 3 to help you choose fonts, colors, and photos for your website. Ask yourself: what will compliment the message that you created in Step 3, and how can you communicate that message visually? When your words and your visuals work together, it creates a powerful, memorable impression.
As humans, we make judgments based on what we see every day. You want your website visitors to feel confident that you’re a legitimate, professional organization. A well-designed website goes a long way towards creating implicit trust between you and potential customers.
When you create your website with intention, it becomes a powerful tool for your business. Hopefully this look inside our process has inspired you to create a website that gives your visitors a top-notch experience from start to finish. When you do that, you’ll have a website that turns visitors into sales.