What makes a good website? And how can you improve yours so that it converts more visitors and makes you swell with pride?
We don’t have all the answers (but solid copywriting is certainly a start), so we had to bring in the big guns – and one of our favourite web designers – Jordanne of Jordanne Co.
Jordanne is a fountain of website knowledge and seeing as the website you’re currently on started off as one of her templates, you could say we’re fans of her work.
So, if you wanna hear what it takes to pull in (and convert) more leads whilst feeling like you’ve finally made a digital home you can be proud of, then keep reading.
Hey Jordanne. Welcome to the blog! Could you please introduce yourself and explain what you do for those who don’t know you?
Oh hi! I’m Jordanne Collins (Jordanne Co) and I’m a web designer specialising in beautiful high-converting websites for service-based businesses and entrepreneurs.
How did Jordanne Co become a thing? Have you always been a web designer?
I have not! Like all the best things in life, it happened pretty unexpectedly. My maternity leave was wrapping up and I’d decided not to return to my job as a Marketing Manager. I wanted to see if I could make something out of my life-long passion for design and creating.
I started interning at a design studio. Then, they threw a website at me. Once I figured out what the hell WordPress was and slowly learned how to build a site, I quickly realised that websites were where my skills and passions intersected perfectly.
Design + marketing strategy + helping small businesses grow = all my dreams come true.
Okay, so, you’ve just clicked on a random website you’ve never seen before. What are the markers of a “good” website? What are you looking for?
There are two parts to a “good” website – design & copywriting. The design engages and the words sell. If your site isn’t well designed, no one’s going to be reading your copy. Or if it is well designed but your copy is poorly written, no one’s buying. Sorry, friend!
1. Let’s start with good design
I’m looking for ~space~ and clear sections. There’s nothing more repelling than huge blocks of writing, cramped content and not knowing where your eye is meant to land next.
Design should help curate the user journey, always leading them onto the next piece of information they need so they can feel ready to book.
That’s done through clear sections, headings, or call-to-actions (fancy website word for buttons), quality imagery (including photos of you!) and strategic colour palettes and font suites that put the cherry on top.
2. It’s time for your words to pull their weight
As my mate (read: business crush I’ve never met) Don Miller says: if you confuse, you lose. Your website copy needs to speak clearly to your target audience, showing them you understand their problems and get their desires.
You need to tell them how exactly you can help them reach their goals (better or differently than anyone else).
Also, use your headings! 8 out of 10 people read headings while only 2 out of 10 people read the body. So, pack your headings full of strategic info and make them count.
Can you talk us through what makes a “high-converting” website (and what it means)?
A high-converting website is one that is strategically designed to – you guessed it – connect with and convert clients for you.
Part of that is using strategic design principles (like I’ve mentioned above), and the other part is ensuring you have all the key sections/pieces of information on your website that provide visitors with all the information they need so they can make a purchasing decision.
What are some easy changes someone could make right now to make their website more successful?
1. Include images of yourself
People like to buy from people, and having a pic of yourself (or 10) builds trust.
2. Add more CTA’s
Curate the user journey by adding strategic CTAs (buttons) throughout your website that lead them where you want them to go next.
3. Optimise your headings
Open your website and read only your headings (because that’s essentially what others are doing). Do you understand what you do, how it helps your audience, and why they should choose you?
Do they make you want to read the body copy? If not, go give them some love and attention.
4. Talk benefits, not features
Take a look at the list of features you’ve included in your packages. After the feature, write, “so that <how it benefits them>”.
For example: “SEO Optimisation so that your dream clients can find you on Google.”
5. Raise your prices
You’re probably due to. And you’ll enjoy working far more with the people who value your work enough to pay good money for it.
What would you say to a small business owner on the fence about having a website?
These days a website is kind of like a “legitimacy test” for small businesses. A website is needed for most people to feel comfortable investing in your services.
After reading positive reviews, 54 per cent of consumers will visit the business’s website. If there’s no website to land on, you’re likely losing clients.
Also – if you want something that’s strategically designed to sell your services for you so you can book more clients – the ones you actually like working with (no dancing or pointing required) then a website is definitely a worthwhile investment (whether that’s a time or money investment).
Having somewhere to point traffic, and knowing leads will follow through saves a lot of time!
What’s this year been like for you? Any big takeaways?
After a few years of working during nap times and nighttime, I have loved having space to work more and focus on my business.
My two biggest takeaways from this year have been:
1. Processes make everything better
I’m a creative outlier who loves processes. Tight processes have meant that even with such little time (small humans to look after etc.), projects run seamlessly, they’re quick and painless (for me and the client), and I’m able to deliver beyond their wildest dreams because I’ve done the work it takes to understand their goals and vision.
(Happy clients also = more referrals).
2. Having a strategic offer ladder has been a game-changer
This year I’ve added 3 new offerings – VIP development days, website templates, and semi-custom (template-based) website design.
Adding these has meant that I now have an offer that suits everyone. No matter what their website needs are, or their budget. And I’ve done this in a way that hasn’t impacted my profits with low offers.
I’ve been able to work with so many more people because I’m not just servicing those who need a brand-new custom website.
