Your website needs to be attractive; there’s no doubt about that. But even the prettiest website can’t hold visitors’ attention if they can’t find what they’re looking for. Make your web design more than beautiful—make it effective by focusing on website ROI.
A happy medium between beautiful design and functionality does exist. When you’re using your website as a marketing tool, it needs to:
- Clearly state who you are and what you do
- Speak directly to your buyer persona
- Be visually appealing in a way that fits your brand
- Use calls to action (CTAs) to guide visitors and capture leads
One of the benefits of online marketing is that you can easily target your buyer persona. If you’ve done a good job with your SEO, PPC, and content marketing you will have attracted the correct demographic. Once you capture their attention visually with each element of your site, you can guide them down the conversion path. This is what the most effective websites do well.