A good-looking website is a starting point, not the goal. Five things a visitor needs before they will contact you.
A website earns its cost when it does the explaining for you. Before someone gets in touch, they are quietly working through a checklist.
- Understand the business
- Understand the offer
- Trust the business
- Find important information
- Take the next step
Clarity beats cleverness
If a visitor has to work out what you do, most will leave instead. Plain language on the first screen outperforms a clever headline almost every time.
Make the next step obvious
Every page should offer one clear action. Not five competing buttons — one sensible next step for where the visitor currently is.