In today’s digital-first world, having a website isn’t just an option—it’s a necessity. In fact, studies show that nearly 48% of internet users judge a business’s credibility based on its web design alone. While most businesses recognise the importance of having a website, the effort required to create one that’s effective and functional often comes as a surprise.
The truth is, there’s a lot more behind a high-performing website than meets the eye. Looking to upgrade your own site? Here’s our advice.
Tell your readers what they want to know (not what you want to say!)
When crafting your website content, focus on addressing what your audience wants to know—not just what you want to say.
It’s tempting to highlight your business’s awards or claim you’re the best in your industry. But will these points truly persuade your readers to reach out or take the call to action you’re hoping for?
Maybe.
But more likely, your audience is searching for clear, relevant information about your services and how you can solve their problems.
Creating compelling website content starts with a deep understanding of your audience—their needs, pain points, and decision-making process. Tools like client personas and mapping the customer journey can help ensure you’re answering the questions your visitors came to your website to find.
Speak in your prospects’ language
Many websites are written by technical experts from within the business. While they might know your products or services inside out, this often results in overly complex, jargon-heavy content that’s hard for your prospects to digest.
Yes, your prospects may understand some technical terms, and yes, you want to demonstrate your expertise. But remember, your reader is likely:
- Time-poor: They’re juggling multiple tasks, so make their life easier with concise, clear content.
- Not the only decision-maker: Your website may need to resonate with others in their organisation, including non-technical stakeholders.
- Human: No one enjoys wading through dense text or unclear messaging. They want engaging, straightforward content that quickly gets to the point.
Hiring a professional copywriter can help you define your tone of voice and strike the right balance between showcasing expertise and meeting your prospects’ needs.
Prioritise user experience (UX) and mobile usability
We’ve already said it once in this blog post, but a great website starts with your audience in mind. Too often, businesses design sites that reflect their own preferences, rather than considering what their users truly need.
User experience (UX) is the backbone of a successful site. Fast load times, intuitive navigation, and accessible content all play a role in helping users quickly find what they need.
And with mobile traffic accounting for over 50% of global web traffic, mobile optimisation isn’t optional—it’s essential. Ensure your site is thumb-friendly, with easily tappable buttons, resized images, and fast load times. A website that frustrates mobile users risks losing both their attention and their business.
Outside of being mobile-friendly, there are certain intuitive design principles (heuristics) that all web users expect. If you break these, make sure you have a good reason, as poor design choices can significantly impact traffic and engagement.
By planning your site’s structure and functionality, you ensure that it delivers a smooth, user-focused experience from the start. If these concepts sound overwhelming, it might be time to consider a web build partner to guide you.
Don’t underestimate the visuals
Visual design is essential for readability, credibility, and impact. Your site’s colours, fonts, and design elements should align with your brand identity, helping prospects quickly understand who you are and trust what you offer.
A clean, well-structured design not only enhances navigation but also improves how easily visitors absorb your content, boosting both engagement and credibility.
Imagery is not just a ‘nice to have’—it’s a powerful communication tool. Strong visuals capture attention, convey emotions, and reinforce your message. But not all images are created equal. High-quality, relevant visuals are crucial for presenting your brand as professional and credible, and for connecting with your audience on a deeper level.
Finally, don’t overlook the technical side of imagery. Ensure your images are optimised for fast load times, with the right file sizes, resolutions, and alt text for SEO. This improves both the user experience and your site’s search engine rankings.
the bottom line
Creating a website that drives conversion requires a lot more than just slapping together a few pages. It’s a strategic process that involves understanding your audience, writing copy that compels and delivers the right amount of information, using crisp intuitive design, and coordinating technical and creative elements.
At Factotum Communications, we specialise in developing websites that don’t just look good, but are designed with purpose, functionality, and user satisfaction at the forefront.
Whether you’re starting from scratch or updating an existing site, we can guide you through every step of the process — ensuring that the final product aligns with your business goals and speaks directly to your target audience.
Ready to create a website that truly works for your business? Let’s talk.
