6 Design Elements Your Website Needs To Boost Conversion
Blog Overview: During website audits, I see common missing essentials for capturing visitor attention and driving aligned client leads. In this post, I outline six strategic design elements which improve overall user experience and website conversion. They’re inspired by the StoryBrand framework which emphasizes the importance of clear messaging and designing your website around your customer’s problem and the solutions you offer.
As a web designer, my goal is to ensure your website follows best practices for a smooth user experience and maximum conversion. Remember, your website is a place where potential clients who know little about you land - and website visitors typically leave or make their decision to within 15 SECONDS. No pressure.
To keep their attention 👀, make sure your design, copy (words), photos and branding are working for you. Hint, a great designer can pull all of these together for you!
Are you looking for a quick mini-audit of your website?
Here are six quick checks you can action right now to level up your website with the StoryBrand framework in mind.
PS. I offer Website Audits and review up to 5 main pages of your site and prepare recommendations based on your unique business goals!
Why the StoryBrand Framework?
The StoryBrand framework was developed by Donald Miller. It’s often used as a powerful brand + marketing (and copy) strategy that positions your customer as the hero of the story and your brand as the guide that helps them succeed. By clarifying your message and creating a compelling narrative, this framework improves engagement and drives conversions on your website.
This is also where problem-solution marketing comes into play and why determining what problem(s) your potential client has is important when writing your website copy and appealing to their ultimate goals - and how you help solve these. Keep it ethical though by calling out what their dream life could be like, not telling them how shitty they are now because they aren’t achieving their goals without you.
BTW, during my design process, if you are not working with a Copywriter, I supply a Website Copy Guide which features strategic prompts to help you write words for these important aspects of your website.
Six Strategic Design Elements to Add To Your Website Design
01. Clear Hero Banner | Tell me how you’ll solve my problem
Why does it matter?
The ‘hero’ is the very first section of your website before you scroll and it’s prime real estate. Make it crystal clear who you are, who you serve, and how you can solve their problem. You’ve got 15 seconds before people are outta there. This is good and bad. You only want to repel the people you want to repel, not because they’re confused because you’re not clear so they moved on to someone else.
Don’t forget a bold call-to-action (CTA) button that directs them to the next step. Think like your future clients: What do they need, and how can you provide that transformation? Lay it out before they even scroll down.
An example featuring my Squarespace Template, Willow (version 2):
available through my Template Restyle offer.
Things to keep in mind when designing:
Visual Hierarchy: Ensure your headline grabs attention and guides the eye to the call-to-action (button). This is your H1 heading for the page (one per page for SEO reasons), followed by a description and a button.
Contrast: Use contrasting colours for text and background to make your message pop. Be mindful of accessibility with text over banners and ensure there is enough contrast with an overlay.
Clarity: Avoid clutter; simplicity is key. Communicate your value proposition clearly and concisely.
StoryBrand Tip: Your hero section should clearly state the problem your customer faces and how you can solve it, positioning them as the hero of the story to fulfill their needs and desires.
02. Simplified Offer Suite | Guide me where I should go next
What is it for?
You don’t want people confused about where to go next after they land on your Homepage. Clearly outline your offers with brief descriptions of each and then direct them to a ‘Work With Me’ page or individual service pages if you offer distinct services.
Below I show this using an accordion menu leading to one service page. However, you may also outline individual services and lead with a call-to-action button to each service page.
an Example featuring my Squarespace Template, twiggy:
available through my Template Restyle offer.
Things to keep in mind when designing:
Consistent Layout: Use a consistent design for your offer sections to make navigation intuitive.
Whitespace: Utilize whitespace to prevent overwhelm and draw attention to key areas. This doesn’t have to be ‘white’, its just about breathing room. Too much text is overwhelming to they eye.
Interactive Elements: Incorporate buttons and links that stand out, making it easy for users to take action.
StoryBrand Tip: Present your offers as solutions to their problems, guiding them on a clear path to success.
03. Share Your Process | Paint a vision of what working with you might look like
Why does it matter?
People love knowing what to expect. Outline a 3-4 step process on your homepage and/or services page. Explain how clients can get in touch, what happens after, and what they can expect as a result. Make it straightforward and transparent.
an Example featuring my Squarespace Template, bloom (version 2):
available through my Template Restyle offer.
Things to keep in mind when designing:
Step-by-Step Graphics: You can use icons and graphics to visually represent each step. Pictures speak louder than words.
Consistency: Maintain a consistent style for each step to ensure clarity.
Engaging Content: Write in a way that is easy to understand, avoiding jargon-y words in your business, like ‘hero section’.
StoryBrand Tip: Simplify your process into easy steps, making it clear how you guide them from problem to solution.
04. Share Social Proof | Client success stories and reviews create trust
Why does it matter?
Trust and credibility are everything. Share punchy testimonials and success stories which highlight the transformation you’ve helped clients achieve.
Add icons or logos of reputable clients you’ve worked with or media features for that extra credibility boost. I do this with the scrolling banner on my homepage.
If you want to pull in real reviews from Google, check out Elfsight, a third-party widget. Ghost Plugins* also has some great code for different testimonial layouts and Squarespace has a few extensions depending on what style of testimonials you are looking for.
Tip: Get deeper on a Portfolio page with Case Studies that highlight the problem and solution you guided them to through your process and/or Galleries or blog posts which feature specific work. Add the client review attached to the project as well.
an Example featuring my Squarespace Template, twiggy:
available through my Template Restyle offer.
Things to keep in mind when designing:
Authenticity: Use real photos of clients and direct quotes to add credibility.
Highlight Key Points: Bold important phrases or results in testimonials.
Visual Appeal: Incorporate star ratings, badges, or other visual elements that convey trustworthiness.
StoryBrand Tip: Use testimonials that highlight the journey from problem to resolution, reinforcing the effectiveness of your solution.
Need help gathering quality testimonials from your clients that showcase the transformation?
You might love this free download - a compilation of my top 10 post-project questions that help to improve my process and collect client reviews.
05. Keep Your Navigation Clear | Nobody likes a website scavenger hunt
Why does it matter?
A cluttered website is confusing and it results in the dreaded ‘high bounce’ rates. Ensure your navigation is intuitive and straightforward and use common words not kitschy names for your navigation links. A bit of fun is cool, but the nav should tell the visitor what’s behind the link without thinking very hard.
Think about what your visitors are looking for and how they can find it with the fewest clicks possible. Add a button in your navigation to draw attention to the main call to action you want your visitors to take.
You can find more information on this topic on my blog ‘Elements of a Strategic Homepage’.
an Example featuring my Squarespace Template, flow:
available through my Template Restyle offer.
Things to keep in mind when designing:
Simplified Menu: Use a clean and straightforward menu structure. Generally, you want 5 or less navigation links and can house the rest of your pages within drop-downs or your footer. In the image above, ‘Home’ can go, this is shown for the template.
Breadcrumbs: Include breadcrumbs (multi-level navigation) to help users keep track of their navigation path >this applies mostly for e-commerce. For Squarespace, this requires a bit of extra custom code for the most detailed e-commerce breadcrumbs.
Responsive Design: Ensure your navigation works seamlessly on all devices > Always check mobile view!
06. Use Professional Brand Photography | People buy from people they like & products they can see themselves in
Why does it matter?
Professional on-brand photography that embodies your personality builds connection. A variety of poses, outfits, props, and expressions convey the experience of working together. Keep them cohesive and in a style of editing and location that is relevant to your brand.
IE. Are you dark + moody, boho + outdoorsy, light + airy, maximalist, minimalist….the vibe of your images should match your brand vibe and voice.
Check out my post Curate Photography & Plan a Brand Photoshoot That Connects for some ideas to make the most of your photoshoot and brand photography!
an Example featuring my Squarespace Template, twiggy:
available through my Template Restyle offer.
Things to keep in mind when designing:
Consistency: Use a consistent color palette, style, and tone in your photos.
Authenticity: Choose images that genuinely represent you and your brand.
Relevance: Ensure the setting and props are appropriate for your brand message.
StoryBrand Tip: Your imagery should reinforce your brand’s story, making your personality and values shine through.
There you have it…
A simple mini-audit and some easy solutions to get your website working for you!
If you need a little help, book a website audit and I can help you identify additional points of consideration to maximize the conversions and style of your online home or go straight to a full custom web design.
