Wireframing a Website That Converts
You can double, triple, and event 10X your company leads and/or revenue by wireframing your website for success. Your website is such a strong digital tool that can hold a ton of information about your business and include creative messages and digital experiences that can’t necessarily be shown through other digital media. It can be used to generate leads, sell your product or services, and effectively communicate with your customers.
The problem is that too many brands aren’t getting the most out of their websites and they don’t know why. To start, it’s words that sell things. Your website needs to include words “copy” that sells. Some common mistakes that websites have are that there’s too much insider lingo on it, too many words, no repeated call to action, no lead generator, the text changes too fast, it’s hard to find information.
You need to be able to clearly define; what problem do you solve? How is your customer supposed to feel after you help them sell their problem? How do they buy your product? And if they were to buy your product, how will their life changed for the better?
Start with the header of the page. The first 10 seconds that a customer is on your page is the most crucial part because this is when they decide if they want to stay or continue browsing. There needs to be something that piques their curiosity, perhaps that is through dynamic or interactive content although I believe this can simply be done through text. If you provide the right copy and you’re able to effectively articulate how your products will help your customer “survive”. This alone will peak their interest because the customer will begin to feel like they need this product in their life.
The copy on your website needs to be so clear and concise that a caveman can understand it. There’s no sense in being cute and cleaver if it just means that your customer will understand your product less or worse, be confused.
If you’re a startup and don’t already have a website for your business there are many website builders that you can start with. I personally recommend both Shopify and Squarespace. These are both two super consumer-friendly platforms that you can use. If you’re looking to sell products online I recommend going with Shopify for its robust and intuitive e-commerce platform that allows you to easily manage and fulfill orders and even add a range of plugins through the Shopify app store. I recommend Squarespace if you’re looking to make a website for your personal brand or portfolio, start a blog, or use it for information content only. Squarespace provides very elegant templates that you can use and are very easily customizable, even more than the free templates from Shopify, which you generally have to learn some code if you want to customize. Other website platforms such as Wix and WordPress are well known as well although I find that Wix is a bit too customizable and with that much creative freedom it’s easy to make a poorly structured website without even noticing. WordPress is great for having the ability to customize anything and begin with thousands of free templates and plugins. Although, the platform, in general, is not as intuitive to learn and you will need to teach yourself some code if you want to change much from your template.
The website host I am using for this blog is Squarespace while I also use Shopify for one of my businesses Toques From The Heart. The ability to seamlessly add photo and video content on a website was so nice with Squarespace and I can really be creative with the inline content of my blogs. With Toques From The Heart on Shopify, I was able to easily integrate several plugins and marketing tools that will help my business grow. I integrated Facebook, Instagram, Google, and Pinterest shop and ad platforms that automatically sync the products I have in Shopify. I connected my ad accounts too so that I can easily manage and track direct conversions from paid ads and email marketing. Other smaller plugins that I included were a review app, an inventory management app, and a popup sale app.
After linking the Toques From The Heart Google Ad account directly into Shopify I was able to create smart and dynamic Google display ads that used the white background product photos on the website. This way when people are searching for toques our product will have a better chance of showing up on the shop page of google. Display ads can also be seen in multiple formats and sizes directly on other websites. Websites that opt into displaying these types of ads will make some money from Google if people click on the ad.
It is very important to pay good money to get your website and search ads at the top of Google. It is very rare that anyone will click onto page two of Google to find something that they’re looking for. Having good SEO will allow your customers to easily find your business when they search you up. There are many ways you can help improve your SEO without just having to pay to get search ads at the top. You can write keyword-specific blogs that highlight main keywords that are relatable to your business yet also very searchable. Being consistent at writing these blogs will allow for better odds of having people find your business and overall it helps your SEO rankings. Having a good website speed as well as getting a lot of backlinks from other brands are also important measures of your SEO strength. Backlinks are when another business tags and refers your website link through their page, often seen through other blogs or articles about your business.
Overall, it is very important to wireframe your website so you can get the most amount of leads and conversions and possible. The main thing that it always comes down to is the way you speak about your brand through the copy you write along with the way you formulate and optimize your website.
What do you struggle most with when it comes to your business's website? Let me know in the comment section below.
