Website Wins 🏆

Hello Reader,

This year, I've designed three websites, including my own and two through my Alignthority® Accelerator service—quite the change from just a couple of years ago when I led design on 40+ sites per year!

When I was go-go-going with websites, I definitely clocked trends and changes, but I don't think I noticed as many subtle shifts in the strategy behind websites nor did I catch tiny things as quickly, because, again, we were doing things F-A-S-T fast! (If you weren't around at that time, it was a site in one to three days.)

The last two years, however, I've had a lot more space to really see what's working and what's not from a 360 degree level, especially when you add in the site audits I do that take two to three weeks as well. I've got lots of data, but even more analysis.

I thought it would be helpful to share with you some of the takeaways about things that are working well or really making a difference in websites right now.

Be gone services menus, you probably need page for each service.

Just a few years ago, you could easily get away with a plain old services page, with a list of the things you offered. Creatives would often simply have some information about their approach and a "capabilities" list.

I'm here to tell you that the data is telling us that this really harms your conversion rates. Decision makers want and need to know more than this. They don't just need to know that you can do a specific task, but what the process is, how long it takes, and how much they should plan for their budget.

We also see more and more high-intention searches using terms like "services," "rates," "packages," and "process" as part of the search phrase. This keeps going up and up, and I can't imagine that will change in the near or medium term.

We need more testing and tweaking than ever before.

Because we're working with audiences that have, frankly, information overload, we need to validate our decisions even more. For example, I changed the verbiage on a button on my homepage because I saw that it wasn't getting clicked (Squarespace has great built-in button data, if you use that platform) and it really didn't make sense to me.

So, I installed an app called HotJar (I'm an affiliate but there's a solid free tier) and noticed that visitors were hovering over that button over and over again, but never clicking. Interesting, right? Clearly, something was making them feel uncertain.

With that information in hand, I did a few different verbiage tests and landed on the very boring, but effective, "Start the Conversation." It wasn't my favorite, but it was the people's choice.

I see this a lot on sites I audit, we find buttons or links that aren't clicked when it seems like they should be. But when we study the behavior, there's a different story that's revealed.

These small website pieces aren't set it and forget it.

Standing out isn't optional.

I do a lot of competitive analysis, and one to the things that drives me bonkers is how often my clients' less-skilled and less experienced competitors are standing out and getting attention because they have great brands, great copy, strong messaging, the whole package. And I'll know, because my clients share this with me, that these slick packages are often more style than substance.

It's a crummy game to have to play, but you don't need a massive marketing budget to make your site stand out so you don't end up being your industry's most qualified, but best kept, secret.

You can codify your methodology and brand it, even trademarking it. You can invest in high quality branding when you're able, you can be bolder in your copy and your messaging. These are all goals you can work progressively towards and fully express on your website.

Rounded buttons work better—for some reason.

Okay, I'd thought I'd throw a less conceptual one at you. It's wild to me, but it's true! A rounded button creates more visual distinction and a focal point, so they get more clicks. I did some experiments earlier this year with a kind client who was happy to let me see what worked for their specific site and the results were actually pretty shocking. The rounded, pill style buttons just get more clicks and more engagement over and over again.

When we did the rebrand for my business one of my requirements was a brand that "fit" with that style of button.

Fascinating, right?

Now, please don't rush out and tear up your site with all of this stuff today (you probably should take a walk and enjoy some fresh air instead), but next time you have to do some updates, think about weaving one or two of these things into your website to move the needle just a smidgen.

Onward & upward,

Sarah