As discussed previously, below average websites that are missing important components or provide poor user experience will hurt sales efforts and result in less revenue generated than what was expected. Part 2 will cover Landing Page Redesign, Power Pages, and Tools for Assessment.

3) Landing Page Redesign

When visitors arrive on a landing page, the website must provide a conversion experience that is frictionless to maximize sales and revenue. Perhaps the top redesign tactic is landing page optimization, and the foundation is a clean visual design. The end goal is raising the conversion rate of prospect to customer.

The first step is making the headline clear and compelling. Next, provide a visual that gives visitors an idea of what they will get upon conversion. Then add a brief social proof such as a testimonial about the high quality of your service or product. The form filling process that comes next must be short and easy to maximize the probability a visitor eventually becomes a prospect or a customer.

4) Power Pages

Known also as a content pillar or pillar page, a power page is a webpage covering the overall subject in depth and linking to related content clusters. Pages are ranked, not websites, on Google, making power pages crucial to the success of your business. The key to high rankings is creating webpages filled with rich content revolving around relevant information.

People are attracted to power pages due to the educational value they provide. Power pages are built to convert, containing links and additional educational offers that are contextually placed all over the webpage. These pages come to be considered a resource by employees, prospects, and customers, resulting in higher page rankings on Google and other search engines.

5) Assessment Tools

Marketing teams need assessment tools for measuring a website’s performance. If you are implementing grading solutions, begin with shorter assessments that gauge the effectiveness of web content. Once these are successful, consider building larger and stronger assessment tools. Building, configuring, testing, and launching complex assessment tools may take several weeks. However, they may well be worth the effort because conversion rates can be significantly improved.

Part 3 will cover Fresh Messaging, Using Social Proof, and Data, Analytics, and Insights.

Progressive Office

Your website is a critical tool for your organization, the best means for declaring who you are and what you do to attract new clients and customers. Specializing in Custom WordPress, Website Designs, Mobile App Development, and Digital Marketing, Progressive Office will help you create a powerful presence on the web. Call our office in Atlanta (470) 430-1777 or Washington, D.C. (202) 462-4290 today.