5 Tips for Conveying Value Through Website Content and Design
When a potential customer lands on your website, you should convey value and encourage them to follow through with a specific conversion. But are you relying on lazy tactics to do this – or are you making it a priority?
Here’s How You Show Value
Every modern business has a website. However, very few do an effective job of explaining to customers why their company is worthwhile.
If you want to show value and drive conversions, here are a few things you can do:
1. Use a Value Proposition
Every website should have a simple value proposition in the homepage header – and it doesn’t even have to be an entire sentence. A brief, strategic phrase can be enough to give visitors an idea of what you’re offering.
You can visit just about any successful website and you’ll find a value proposition, but we’ll use Zillow as an example. All the statement says is, “Find your way home.” It’s simple, but tells visitors exactly what they can expect.
2. Go In-Depth About the “Why”
Your value proposition is simply the abbreviated version of why you’re worthy of someone’s business. While this statement is an effective tool for drawing people in on your homepage, many will want to learn more about the “why” behind your value. To satisfy these demands, make sure you’re going in-depth on a dedicated page.
This page from Orion College is a perfect example. It’s simply titled “Why Orion College?” and lists 10 specific reasons why people should consider applying and enrolling. You can convey your own “why” in any format you’d like, but make sure you’re explicit about it.
3. Use Case Studies and Reports
People love numbers and statistics. There’s something very reassuring about seeing these facts instead of biased statements or opinions. Throwing up a case study section on your website – or even just inserting some random (but cited) statistics throughout your site’s copy – can be enormously effective.
4. Incorporate Elements of Social Proof
There’s nothing more effective at conveying value than the use of social proof. As one definition puts it, “Social proof, also known as informational social influence, is a psychological phenomenon where people assume the actions of others reflect correct behavior for a given situation. This effect is prominent in ambiguous social situations where people are unable to determine the appropriate mode of behavior, and is driven by the assumption that surrounding people possess more knowledge about the situation.”
Common types of social proof include customer testimonials (video or written), reviews from third-party websites, and endorsements from recognizable figures. Here’s a relevant example from HubSpot that shows how simple testimonials with headshots can help visitors feel more comfortable.
5. Aim for Sleek and Sophisticated
The final tip is to pay attention to your website design, layout, and navigation. There’s something incredibly powerful about cutting out the fat and digging down to the meat of your business. In other words, you should cut unnecessary design elements and focus on a minimalist layout that tells customers you know exactly what your business does. It’s not always easy to maintain a minimalist site, but your visitors will thank you for simplifying their onsite experiences.
Do Yourself Justice
From a web design perspective, there’s nothing more frustrating than seeing a successful business maintain a sub-par website. All you can think about is all of the conversions they’re missing out on, and how much bigger they could be if they made a few simple tweaks.
Make sure you’re doing your business justice by conveying value in tangible ways.