Whether you’re designing sites for yourself, hiring someone to do it for you, or somewhere in-between…here are 4 tips I’ve found that boost the results websites get by a LOT.
Use them for your freelancing portfolio or for clients.
(They’re pretty universal.)
1. Use a lot of negative space
If you scroll through websites like Apple’s or Spotify’s or many of the big players out there, you’ll notice they have no problem spacing things out.
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In fact, as you scroll, there’s often just ONE key paragraph / message visible on your screen at a time.
I call this “isolated experiences.” It’s where the negative space creates a sort of “vacuum” so you have to focus on one key piece of content at a time.
Here you can see Apple doing it:
Here you can see Spotify doing it:
Turns out this boosts conversions like crazy. My theory is that in our crazy ADD world…creating a space where people can really focus is one of the most powerful things you can do.
We do this a LOT on the Reliable PSD website, which is one of the highest-converting websites we’ve ever built. Here’s an example from that site. Notice how the home page contains one full-width, full-height message.
You can’t access any other content until you give that at least a skim:
2. Write copy, then design
A lot of people get this backwards.
They start with the design, then try to fit – truthfully “cram” – the copy into it.
It has to be the other way around though. The copy kind of “instructs” you how to design.
The design has one job: to bring the content to life. The design should make the writing accessible, legible, and exciting to read.
It has to highlight what’s important, and guide the eyes easily through the copy.
That’s hard to do if you don’t read / write the copy first, don’t you think? 😉
3. Place calls-to-action appropriately
The first guy who taught me when to ask someone for the sale put it like this:
It’s kind of like asking a girl to marry you. You wouldn’t do it right off the bat, right?
Calls to action should be placed ONLY when you’ve presented a compelling enough reason for someone to sign up / get started / join.
And never sooner.
Don’t throw one in just because you think you “should.” Let the copy tell you when it’s a natural time to ask for the sale.
Same goes for dating. You have to build up a pretty good history of reasons someone should say “yes” to a proposal before you drop to one knee, feel me?
4. Write enough copy
Here’s how much copy you need to write: however much you need to get EVERY important point across. Period.
(Need help? Read How to write copy that sells your creative services like crazy.)
There’s no such thing as “too much” copy. There is such a thing as “too little” though. That’s when you cut out writing because you’re afraid it’s too long.
If you’re like me, you’re probably a huge fan of Apple’s marketing. Or even if you don’t like it, you have to at least respect it (they’re darn good marketers – I think you’d have a hard time coming up with an argument against that).
Guess what? Apple probably has more copy on their site than just about anyone else.
Click on “iMac” and you get 7 LONG pages that cover every little feature.
There are even FULL pages for features of the features!
Because they didn’t stop writing until they said everything that needed to be said.
You never know what benefit or selling point will get them to buy.
Got tips of your own? Questions? Comments?
Leave a comment and share. If you have questions, I’d love to help in anyway I can.
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