Branded websites designed for conversion: the research phase

Welcome to the “Branded Websites Designed For Conversion” series! Throughout this series, I am breaking down the entire process of creating branded websites specifically designed to increase conversions.

To start things off, I’ll dive straight into the most crucial aspect of any web design project: the research phase.

I know it’s always tempting to jump right into your favorite platform, theme, and page-builder, and start throwing pixels in the screen, but taking time to do your research and learn everything that you can about the brand, business, and prospective audience, will save you a lot of time, money, and frustrations.

Believe me, been there, done, that, have a closet full of t-shirts to prove it.

Are you ready? Let’s get to it.

A branded website is a key component in the conversion process. It communicates your brand and helps to establish trust with your visitors.

If you are looking for more information on how to create a branded website that will help increase conversions, then this blog post is for you!

We will go over some of the elements that need to be included in order for your website to be effective in converting visitors into paying clients.

The design of your website has the power to make or break your conversion rates. So it’s important that you pay close attention to how well your visitors are doing on their way to becoming customers.

So, how do we design websites for optimal conversion?

What is conversion?

In essence – most websites are created to present information to the visitors, in a way that will prompt them to engage with the content.

A conversion is an action taken by the user that accomplishes that goal.

A conversion would be a call booked.

If your site sells services or products, a conversion would be a successful sale.

If you coach people, a conversion would be a call booked.

If your goal is to grow your email list, a conversion would be visitors subscribing to receive your lead magnet.

Conversions can also be things like following your social media channels.

Everything that has a tangible action to measure the success of your site – that’s your conversion.

The higher your conversion rate, the better engagement you have with your visitor, and the more chances that they will decide to hire you, work with you, follow you and purchase from you.

This will facilitate the growth of your business, and ultimately, more revenue.

Next –

Research

If you know me already, you know that I have my soapbox, and I’m not afraid to use it when it comes to research.

Before a single design pixel is created for a website, we must find out everything that we can about the brand we are designing for.

Who are they serving?

Who would they like to attract?

How large is their share of their niche pie? How is their growth, financial, and business footprint?

Who are their competitors? Is the competition healthy or is it a bitter rivalry?

Why was the business started? Any special “story” or circumstances?

If there is a physical location, is it conducive for growth?

If it is a virtual business? How large is the remote team?

is a very important part of the branding process.

Finding out all these details will help you immensely when it’s time to decide on a design strategy, unique to the specific business.

In my DesignClass course, I provide for my students a Project Intake form that facilitates gathering the necessary information about the business.

 

Next –

Client Persona

The next important step is getting to know the target audience. And I mean REALLY know them.

In order to market your products or services effectively and profitably, you need insights into your ideal client.

Having a detailed client personal will allow you to find your audience, and how to attract them and convert them into paying clients.

The more details you have about them, the better chances you have of “speaking” a visual language that they will understand.

Creating a client persona is time-consuming and requires a lot of research, but the reward is a brand that is created specifically to help your audience with solutions that are uniquely created for them.

One of the bonuses I now offer to students in my course is a detailed Client Persona Mindmap guide.

 

 

Some of the details you want to dive into are:

  • Age group
  • Geographic location
  • Interests
  • Education
  • Gender
  • Professional background
  • Job title
  • Special skills
  • Income level
  • Favorite social media channels
  • Goals and needs
  • Motivation and frustrations

When you are done constructing your Client Persona (sometimes this is referred to as “Client Avatar” but this is essentially the same process) and you know exactly who they are, you need to start having imaginary conversations with them.

Yes, this may feel awkward and there may be some raiser eyebrows from the people around you, but trust me, this is a very important step.

In your imaginary conversations, ask your prospective clients what are they struggling with the most?

Ask them – what challenges are they facing that ONLY you can solve with your special talents and expertise?

When you create their brand or design their websites, using the answers to their questions as signals, and designing accordingly – you attract and inspire them to trust you and connect with you.

We all want to engage and do business with people we trust. Building trust is all about communicating with our audience in a way that is at their level.

In my Course DesignClass I teach exactly how to translate their business, their words, their persona, their avatar – into design elements.

When you approach your designs with the target audience as the main inspiration you become their most trusted friend, who understands them and is there to help with their most burning questions.

Be your audience’s BFF and champion. You’ll be rewarded with devoted fans eager to engage with your brand.

That’s a wrap for this one! Next week I will dive into the actual design elements that we should be using when we create branded websites.

I can’t wait! Make sure that you are subscribed, so you won’t miss a thing!

Enjoyed the read? Learned a new thing? Let’s stay connected. You’ll love my emails.

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