Websites designed in 2024 and beyond should be money-makers, and I’ll tell you why. In today’s economy, your website is the digital storefront for your company. For many companies—let’s say 70-80%—it’s the closest thing to a physical storefront that clients will ever see. You’ve spent a lot of money making it look nice, so it should also give you a good return on that investment.

How do you get better results from your website? It starts with efficiency. Efficiency comes from using tactics that show your best side and engage your audience quickly. People have short attention spans, so the easier you make it for them to find what they need, the more engaging your content and website will be. And guess what? Engagement is directly tied to profit.

Let’s say you’re a B2B company. You need people engaged enough to fill out a contact form and ask you to call them. Sometimes it takes baby steps to get people comfortable enough with your company to fill out that form. So why not make it easier for them to engage with you in less committed ways first?

Ever landed on a page that offered a great resource but required your phone number, email, zip code, and mother’s maiden name just to download it? Did you do it? Unless the content was incredibly compelling, probably not. Many organizations make the mistake of asking for too much information when people are only mildly interested. It’s like trying to make out on a first date instead of just holding hands. Baby steps, people.

Start by providing a way for people to stay in touch via email on your homepage. Email allows you to continuously reach out, inform prospects about upcoming events and webinars, and keep a point of contact. Asking for too much information can turn people away. Instead, keep it simple—just ask for an email address.

Automate and Personalize Your Follow-Up

Once you have their email, set up an automated email response. This lets people know they’ll hear from you regularly and gives you a chance to deliver valuable information that builds trust. At this point, I don’t recommend a sales call. However, especially for smaller businesses, a personal email introducing yourself and offering help can build additional trust.

Make sure your homepage explains what your products and services are and what they do. People shouldn’t have to dig through an About page to figure out your company. In a few paragraphs—or even one—you should be able to describe what you do and the value you provide. Your homepage is the focal point of your website, and it needs to explain your company quickly.

Video Content: Quick, Engaging, and Effective

Video is a great way to do this, as long as it’s quick and to the point. I won’t watch a video much longer than 20 seconds, and most people won’t either—the average watch time is less than 30 seconds. Video can be expensive, but it can also be done on a budget. Importantly, video can boost engagement by up to 50%.

Simplify Navigation and Calls to Action

Make sure your homepage directs visitors to specific calls to action. Don’t clutter it with multiple, vague calls to action that don’t link directly to more information. Also, take a cue from Amazon—use a search box. Amazon has millions of products, but a simple search box helps users find what they need. This model works especially well for B2C and e-commerce websites.

Avoid multiple drop-down menus, especially since 40-50% of your audience is likely on mobile devices. Too many drop-downs make navigation difficult, even on responsive or mobile-friendly sites. Remember, being mobile-friendly is essential. If your site isn’t, people will leave for a competitor’s site.

Make Information Easily Accessible

Most of the buying process is done before a potential client contacts your sales team. They may visit your website multiple times, each time seeking more detailed information. Make sure this information isn’t hidden. When it’s time for your sales team to get involved, make it easy for prospects to fill out just enough information for your team to reach out with final details on quotes or pricing.

Writing Content That Fits Your Clients’ Needs

Writing content that fits your clients’ needs can be a struggle. Google makes it easier by showing what people are searching for. Use Google’s tools to see what your site is being shown for, even if it’s not being clicked. This can guide your content creation process. Additionally, use Google’s keyword tool with AdWords to see what keywords and phrases your competitors are ranking for. This can help you find new content ideas.

Remember

Your website is more than just a digital storefront—it’s a powerful tool for engagement and profit. By making small, strategic changes, you can turn it into a revenue-generating machine. Focus on efficiency, clear communication, and engaging content, and watch your online presence thrive.

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If you’re interested in an affordable, responsive website design that drives results, contact our Indianapolis web design agency today. Send us an email or give us a call—we’re here to help you succeed online.