Have you ever walked into a store and instantly been swarmed by 2-3 sales people? Then when you told them you’re just browsing, you felt their eyes following the back of your head? It’s weird, right? No one likes to be bombarded, and the same philosophy should hold true in the design of your virtual establishment… your website.
An effective, converting website will strike the right balance between visual aesthetic and driving visitors to act. And, it shouldn’t pummel your prospects with lead gen forms and pop-ups. A good, converting website will go beyond bells, whistles and lights flashing, and will tap into the buyer’s mindset and will leverage their human nature to get people to act.
This is not something that comes instinctually to most of us. But, an experienced UX design and content team will easily be able to transform your website into a lead gen machine with strategy and intrigue in mind.
The homepage or a landing page is your first shot at grabbing the attention of the visitor, and should speak to the problems they need solved.
First, think about why they’re here and what they are looking for. There are three main ways a customer finds their way to your website: a search query, a referral link or an advertisement. And sometimes, it’s a combination of more than one of these. Their intentions should be at front of mind when building out a tech website and it’s subset of pages.
It’s not about you
Whether it’s you or a trusted agency partner doing the building, the user needs to be the star of the show. We know you’re so excited to tell everyone who hits your website why you’re the biggest, baddest, coolest company to work with and you have a product or service that’s wayyy cooler and delivers greater value than anybody else’s on the market. But frankly, your customer doesn’t give a woot. They care about if and how you plan to solve their problem(s).
Modify your language to speak to their needs and put the focus on them, not your product. In business communications, this is called the “you-orientation”, and it’s how you should compose all of your writing… even beyond your website copy.
Let’s look at an example:
Customer pain point: Not all cloud solutions can handle the massive amount of data we process
Old website tagline: High Performance Cloud Computing
New website tagline: Cloud computing that handles all the data you throw at it
Writing in the you-orientation means the focus is on your audience and only occasionally mentions you, the company. By leaning into the psychology of the buyer, you are way more likely to win them over if you make it about them and not you.
Keep it simple, shorty
Clarity will beat creativity every time. (Read that again.) When going through a tech website redesign, don’t over complicate your process or the technology itself. Use Smart Design concepts to clarify and simplify, otherwise people will bounce.
Speaking of simple… each section of your homepage should contain three main elements… a headline, some content, and a button to walk them somewhere next. Be aware that most people will not read the huge block of paragraph you spent 3 hours crafting. If you try to tell the customer everything you have to say… you will quickly overwhelm them and lose them. The less your prospect has to think, the better.
We’ve developed a series of questions to ask yourself and your team during the wire-framing and copywriting process for each page:
- Why would someone click on this page?
- What is the one thing you want someone to know or understand after visiting this page?
- How do you want someone to feel after visiting this page?
- Now that someone has read this, what else are they interested in?
- What does the website visitor do with this information?
Make it a no-brainer
As you walk a prospective customer through your website, you want to make it explicitly obvious what they should do next. For example, if someone is on your product or services page, the next logical step might be to walk them to the pricing page or a page dedicated to identifying your key differentiators to help them make a decision.
Another strategy for getting people to act without bombarding folks is to reiterate what they are giving up to not work with you. Maybe it’s time, money or something else. “Don’t waste another day restarting your slow computer”, “Put your marketing dollars to use, and not just out the window”.
Whatever it is that your ideal customer struggles with the most, agitate that pain point just enough to remind them that you have solutions to their biggest problem.
A unique narrative
Approaching your tech website redesign with this strategy can seem a little abstract, and it definitely requires more thought and strategy in order to be done right. But creating a narrative that’s easy for customers to digest will be what sets you apart from every other tech and software company out there on the Internet.