Visitors will take action when they ‘feel’ the value of what you offer
One of the most important factors which set higher successful sales campaigns and companies from others is those that don’t follow what others do in terms of what is the ‘norm’. Don’t look at what most companies usually do, if you copy that idea you are only duplicating unsuccessful formats – this is your business and unique to you.
When I design a website the most important focus is to get the owner talking about the product so I can find out exactly what the experience is that the customer is buying. Then I drop what has been done before and use images and headings to connect with the customer. The website should define clearly…
“This is what I have… this is what it can do for you… this is how you get it”
Here is an example of a client who came to me for a ‘skincare’ website design. Most owners fall into the trap of focusing on information the customer doesn’t need to make a decision. The experience should be the focus (what situations are going to change in a customer’s life, or what will the customer feel). I listened to her words so I could climb into the feeling in order to sell it. She sent me links to other traditional skincare sites which I dismissed instantly as passionless and too much about the owner. When she saw the mock-up design she said “I love it so much I could cry“. She realised that by keeping the images unique and open it felt very expansive and not limited her to traditional perceptions and had inspired her business and other ideas she had put off (but now energised her).