These are some of the strategic rules I use to design and build my clients' websites. So, if your DIY site is not quite landing, start here:
1. Can visitors tell what you offer in 3 seconds or less?
- If someone lands on your homepage, is it instantly clear what you do, who it is for and who has backed you (eg. clients or press coverage)?
- If not, your customer will be gone before you can convince them otherwise.
2. Are your calls to action clear and visible throughout the site?
- Buy now, sign up, book a call, shop now. NOT More, here, now, click…
- Make it obvious and easy for people to take the next step when they are ready and word it so that the know what they are in for.
3. Are your product or service pages working hard enough?
- Beyond basic details, these pages should build desire through photography and copywriting, answer questions quickly and help visitors feel confident buying from you.
4. Does your site feel intuitive to navigate?
- Think clear menus, simple layouts and a natural flow from page to page. Unburden your navigation (and your folk) by showing them what they need.
- If they have to work hard to find something, they will be off to a less confusing competitor.
5. Are there trust signals visible, early and often?
- People buy from brands they trust. What might you need to demonstrate to get a customer over the line? Association logos, accreditations, certification logo, video of the product in action.
- Add testimonials, reviews, press mentions, policies, and a warm human presence
6. Is your digital ecosystem nurtured and working?
- Analytics, mailing list, socials, search console, Medium, Substack, LinkedIn, Pinterest, networking events?
- Connected your tools up so that they track your progress properly.
7. Have you defined your 3 core customer / client actions?
- What do you want people to do on your website? Buy, enquire, join your list?
- Make sure every page supports one or two of those goals.
8. Do your visuals align with your message?
- Good photography, clean design and consistent styling can elevate a site immensely. If your headshots are 5+ years old...book in for new ones.
- But if the look and feel does not match your offer or audience, it will create a disconnect.
9. Are all the basic best practices in place?
- FAQs, sizing, returns, contact info, mobile optimisation, customisations, welcome flows, abandoned cart flows?
- These small details are actually heavyweight when it comes to converting a sale.
10. Are you measuring and adjusting the needle regularly?
- Optimising is about small, smart shifts.
- Watch your moves, ignore what your competitors are doing for a while, learn from the data and iterate.
If this sounds simples, crack on and get optimising. If not, you know who to call.
