The anatomy of a well-converting website

anatomy of a well converting website

So, you need a website (and preferably one that brings home the bacon) … but how?

This is one of the MOST commonly asked questions I get asked, so it must be something a lot of people are wondering, too. Our clients know they need a website that not only reflects their brand, but one that will help support their business. However, bridging the gap between a pretty website and one that actually converts can be like looking for sunshine on a cloudy day.

Lucky for you, I’m here to tell you that you can have both and I’m going to walk you through exactly what goes into creating a well-converting website.

The four steps to creating a powerful website

1: Impress them with your photography

Your photography is your brand, business and personality encapsulated in imagery. It’s important to get it right. Which is why investing in photography that reflects your brand personality is such a good idea.

To ensure you get the most out of a brand photography session, make sure you create a moodboard for the look and feel you’re hoping to capture. Double check that it aligns with your brand personality and then plan the shoot in detail so you know which shots you need. Also, remember that most photos on a website are horizontal, so take loads of horizontal snaps.

2: Connect and captivate with your words

How well you connect with your audience – and how compelled they feel by you and your offering – rests in how well you communicate your value.

But, how the heck do you communicate your value?

This is somewhere in between hiring a professional, or getting really clear on how you can express your service and offering. We’re big on bringing in the big guns who specialise in this kinda stuff to help put the words together for us.

You can draft out what you’d like to say and then your copywriter will bring your vision to life with words that radiate with your voice, tone and personality.

They’ll also ensure that your copy is persuasive and focused on converting visitors into customers.

Again, this is something you can DIY, but will need to ensure your tone and direction is aligned with your brand.

3: Keep it simple

Don’t try to do and be all the things at once. Ensure every page on your site has a goal (with a call-to-action, like downloading your price kit or getting in touch with you) and then craft content that supports that goal.

You don’t need an essay on each page either. You simply need to provide enough information (in a compelling and captivating way) that persuades your audience to connect with you offline.

4: Make your website memorable with beautiful branding

Want to know what makes certain sites wholly unforgettable? Easy: Visual branding! Which, by the way, is waaaay more than just a good lookin’ logo. Your visual brand is everything that makes up your aesthetics.

From your colour palette through to your typography and image choices, a distinct brand is your direct pathway to making a solid, unforgettableand unforgettable, first impression.

So, there you have it! The anatomy of a well-converting website isn’t as scary as it sounds, right? These are our tried, tested and true action steps for truly elevating your digital game with a site that not only talks to talk, but walks the walk. All the way to new, engaged customers.

Rachelle Saevil

Rachelle Saevil is the Founder and Creative Director of Design Studio Saevil Row. Over the last half decade, she’s created iconic lifestyle brands for International clients with a strong focus on branding and website design.

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