8 Website Design Changes That will Drive More Sales - Path & Compass
Path & Compass is a boutique marketing and strategy firm with an intentional & holistic approach. We serve small businesses, specializing in wedding, event & hospitality businesses, wellness professionals, creative entrepreneurs and artists. Services including website design, branding & logo design, content marketing, SEO services, business coaching, sales training, graphic design, budgeting, goal setting and thoughtful growth.
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8 Website Design Changes That will Drive More Sales

The overall goal of your website is to provide high-quality content that establishes trust and drives users further into your funnel. Having designed hundreds of websites for small businesses, we have learned a thing or two when it comes to the layout and design of your website. Importantly, we know the design tricks that will convert more website visitors. Keep reading for our 8 ways you can optimize your website design to drive more sales.

Looking to maximize how your website is working for your business? Head over to our shop to grab our DIY Website Audit Checklist. For custom guidance, sign up for a 30-minute business discovery call with our founder, and expert sales & business strategist – Krista Chapman – to evaluate your business & website. 

Clear Calls to Action

A thought-out funnel, with obvious next steps and clear calls-to-action on every page, is a huge component of a high-converting website. It is crucial that you make it crystal clear to the user where they need to go and what they should do next. We recommend featuring a CTA as a button or large banner with contrasting colors and action language (‘book now’ ‘schedule a tour’ ‘get in touch’). Incorporate your CTAs into the body or pages, your header and footer.

Shorter Contact Forms

Imagine if you went to a website, eager to contact that business, and are faced with a lengthy contact form with loads of questions. Sounds like a lot of work doesn’t it? And it’s work many users won’t do. When creating a contact form, limit the number of fields. Stick to asking the basics you need to qualify a lead, making it easier for a user to contact you and move further into the funnel! Bonus Tip: Swap out the word ‘submit’ for ‘send’ at the bottom of your form – submit can have a negative connotation that send does not have.

Ease of Website Navigation

Ease of navigation refers not only to how quickly a visitor can find what they are looking for but also that they follow the path you have created (towards your call-to-action). There are a variety of ways that you can ensure your website is easy to navigate, starting with a clear menu structure. Your main navigation should focus on key pages that are well-labeled and set-up a natural path for a user to follow. For example, if your company serves different markets, your main navigation will highlight these audiences as a tab to click on your website – taking them to the next step in your funnel. Be mindful to avoid rabbit holes. Here a user has too many choices (often due to drop-down menus) and randomly moves around your website vs. following the path you want them to. When it comes to navigation, simple is better!

Mobile-Responsive Site

Your website MUST be mobile-responsive. It needs to adjust to the best user experience no matter the device (pinching with your fingers to magnify a website is NOT mobile responsive). This is something that often comes with the theme or platform you choose but it’s important to double-check how images and copy fits and looks on mobile (spoiler: too much copy or incorrectly sized images don’t always work when sized down to mobile). Mobile-responsiveness will also have a direct impact on your SEO ranking and organic traffic so if your site is lacking this, it’s time for an update. Moral of the story – design your site to look great on mobile and you will get better results from the users visiting your site.

Mobile responsive website, website design to drive sales




Thoughtfully Placed Testimonials

In addition to providing quality information, you want to establish trust with potential customers. One effective way to achieve this is through social proof – a.k.a testimonials. Testimonials work like referrals, as people tend to trust other consumers over a business. They can vouch for the features and benefits you’re presenting and even share their own specific results. Even better if you highlight those that establish an emotional connection! Place testimonials throughout your site versus all on one page, to reinforce your website copy with real customers.

Leveraged Video Content

Let’s face it, not everyone is a reader. Video content offers your business another way to tell your story and connect users to the humans in your company. Video is fast and convenient, and can even serve to keep people on your website for longer. In a lot of ways, selling is storytelling, and videos give users another way to connect with and understand your business.

When placing video content on your website, embed videos hosted on YouTube or Vimeo (hosting video content on your site takes up way too much bandwidth, impacting site speed). The home page and product/service pages are a good place for a video that introduces your company overview while a video that speaks to your perspective and passion works well on your about page. Video libraries are also good for artists that have multiple videos, keeping the users on your website to consume them (and dive deeper into your funnel).

Audience Specific Content

When creating content for your website you want to ensure that you are speaking directly to your target audiences, not just offering general information. Step one of selling – people want to be seen and understood. Speak directly to each of your audiences with landing pages that use copy and images that speak directly to this audience. If you have one primary audience (like service-based business leaders), landing pages can focus on specific offerings (like branding & websites or business coaching). Having content they personally resonate with is how website design can drive your sales.

Capture Email Addresses

Capturing e-mail addresses is an effective way to drive more sales. It allows you to communicate with your audience any time you want. With this in mind, your website needs to be capturing emails by encouraging users to sign-up (a lead magnet is a great way to do this).  When attempting to capture emails, you want to do so in a way that doesn’t seem obtrusive to visitors. Place pop-ups at the end of content or upon a viewer’s signal to exit. You can also use a sticky bar at the top of your website or have an email sign-up in your footer.

Looking to maximize your website design to drive more sales? Head over to our shop to grab our DIY Website Audit Checklist. For custom guidance, sign up for a 30-minute business discovery call with our founder, and expert sales & business strategist – Krista Chapman – to evaluate your business & website.