The single most important factor when an online prospective customer is deciding whether you can give them what they want is how engaging your website design and content is.
Whether your landing page represents a newsletter double opt-in, a trial download, or a product purchase, consumer engagement is not just about getting their attention — it’s about keeping it.
This can only be achieved by providing your visitors with immediate gratification. To provide this immediate gratification, you will need to:
If you know these three things, you can effectively work to meet the specific needs of your targeted audience.
However, you must also build a relationship with your audience. This is crucial when driving them through the sales process. Relationship-building starts the moment the prospect enters your website. And you will not be there to hold their hand, answer their questions, or direct them to your key features. The website becomes your intermediary, your liaison, and, as we know, an intermediary must be persuasive.
Let’s make this conversation up close and personal.
If you are, say, a home care provider, who is your target market? The market you want to engage may be twofold. One may be the immediate family of a senior citizen, looking for a final home for a loved one; the other is the senior citizens themselves, still quite capable of deciding where they want to live.
Both share one strong foundation: they are influenced by what they see — by what you show them. Therefore, your website colors, pictures, videos and, of course, informational content must go beyond engaging them — it must create a strong desire to learn more about you and what you offer.
Here is an example: if you own a senior care facility, your color scheme and visual effects ideally generate a restful, peaceful ambiance, supplying a kind and attentive staff providing quality professional care.
Initially, everyone had cookie cutter websites. The more moving objects you were hit with, (like a Star Wars-style attack by Darth Vader), the more hip and cool the site was perceived to be. It was a “one size fits all” mentality.
The target market was never in the equation!
Now, imagine a senior citizen going to a senior care facility’s website and seeing all kinds of wild colors and moving objects popping up everywhere. Off-putting, to say the least.
It’s possible to go to the opposite extreme, too, and create a website dark enough for Dracula’s coffin — cold and colorless, stale and stagnant, dark and dreary, bordering on lifeless. Who would want to spend their golden years in such a place?
Colors have been proven to wield a profound influence on the emotions of people, both positively and negatively. On a subliminal level, colors can even steer users to a particular section or page of a website.
What does this mean for you? One very simple fact. Color must be a key element of your strategy and planning process when designing or redesigning your website. That means researching the colors that provide maximum results to gain the most positive responses to your niche. Remember, each niche has its own objectives and target audience.
Again, color can have an equally negative effect. Using “unprofessional” colors can diminish your company image in the public’s eye. Color is crucial.
The Power of Color 101
Here are some examples of color effects on the brain:
Now you can see how pivotal the understanding of color combinations and their impact on the mind and emotions are when designing a website. Color should generate emotions that align with the message you want to convey. Color has certainly earned its elevated place on the wonder wheel of income and profits. There are no wrong or right answers here. The best websites colors are the ones that work for you — and your target audience.
Whatever your product or service, make sure it triggers the desired response from your audience. Your sales depend on it.