How to build a high performing website

Amy Miocevich explains the seven essential S’s that will empower your website to perform at its best and drive those crucial sales.
When it comes to building a website for your business, whether you’re just starting out or have a large company with 3000 staff, there are essential elements that apply to creating a website that generates leads and drives sales. Drawing from my experience of building websites for businesses of all sizes over the past decade, I can confidently say that the checklist I’m about to share is absolutely definitive and can make a transformative impact on your life.

Yes, it may sound a bit dramatic, but trust me, it’s that powerful.

As you familiarise yourself with the following list and start implementing it for your own business, you’ll begin to notice its effectiveness across the websites you visit and purchase from yourself. After all, we’re all human, and what motivates you and me will also motivate your website visitors.

Let’s dive into the seven essential S’s that will empower your website to perform at its best and drive those crucial sales.

The Six-Second Impression

Picture this: a visitor lands on your website, and you have only six seconds to capture their attention. Within that short timeframe, they need to understand what you’re offering and how it benefits them. So, make sure your website clearly communicates your value proposition from the moment it loads. Let visitors know what problem you solve, what you sell, and how they can get it quickly. Remember, humans hate confusion and love clarity, so grab their attention within those first six seconds!

A Clear Sitemap

When someone visits your website, they should be able to easily navigate and find what they’re looking for. Create a clear and logical structure for your content, making it simple for visitors to explore your products or services. A well-organised menu and layout will make a big difference in keeping visitors engaged and helping them find what they need. Think about your website as a roadmap, guiding your visitors effortlessly from one page to another.

Next Steps

You’d be surprised how many websites from even the biggest companies lack consistent and clear next steps for the visitor. Clearly guide them towards the desired action, whether it’s making a purchase, booking an appointment, or contacting you. Use compelling calls-to-action throughout your website to encourage visitors to take the next step. Repeat the same phrase or sentence consistently, like “Book Now,” to make it crystal clear what you want them to do. People often need a nudge in the right direction, so make it easy for them to move forward.

Solve Problems

Your products or services should address a specific problem or challenge that your visitors face. Instead of just talking about the benefits, start by highlighting the problems and frustrations your potential customers may be experiencing. Make that problem seem huge! Explain how it may feel, how frustrating it is, what the risks are of having that problem for too long. And then tell them that you can solve it. By focusing on problem-solving, you make your products more valuable and relevant.

A Picture of Success

Help your visitors envision the positive outcome they can achieve by using your products or services. Use images or graphics that represent success and show the desired results. When you visually demonstrate how your offerings can improve their lives or businesses, it creates a strong connection and motivates them to take action. Show them what their life could look like with your product or service as the missing piece of the puzzle.

Sidekick Mode

Remember, your website is not about you – it’s about your visitors. Position yourself as their helpful sidekick, there to guide and support them on their journey. Talk about how your business can assist them in overcoming challenges and reaching their goals. By making the visitor the hero of the story, you build trust and make a genuine connection. Share stories, testimonials, or case studies that showcase how others have achieved success with your help.

Soft Leads

Sometimes, visitors need a little more time before they’re ready to make a purchase. That’s where soft leads come in. Consider offering something valuable, like a discount or an educational PDF, in exchange for their email address. This way, you can continue nurturing the relationship and build trust over time through email marketing. This way you can stay connected to potential customers until they are ready to purchase from you.

Amy Miocevich is the author of The Very Good Marketing Guide (Wiley $29.95), a sought-after marketing expert, and founder of Lumos Marketing. Learn more at: https://verygoodmarketing.com.au/