At KAYAK, we know that great visual design can make a lasting first impression. We also know that smart, audience-focused content needs to work with visual design if your site is going to generate any real business results. Thus, our approach to website design begins with an understanding of your site visitor needs first, and its visual design second.
Further, we know that often prospects first visit your website or blog because they have questions or challenges and they are looking for answers. As aesthetically pleasing as a pretty website might be, if your visitors can't find those answers, they're going to leave and possibly never return.
Our website design approach – centered on capturing leads through your sales funnel – is especially suited to businesses that experience a more complex sales process, or those which can benefit from relationship-building (specifically, one that isn’t based on impulse buys or is transactional in nature).
Instead of overloading your website with fancy tools or animations, we concentrate on building pathways that prompt your visitors to willingly continue through your sales funnel. We want your site to be as hassle-free as possible for potential customers to understand your information and respond to your offers. Anything that gets in the way of that goal doesn’t need to be there.
That doesn't mean we don't build beautiful websites of course (view some of our work), only that we don't let form get in the way of function. From easy-to-read text to intuitive menus and navigation, everything we do for you is geared towards generating qualified leads, not winning awards.
Provide Obvious Next Steps
First and foremost, a website must communicate with your prospects. It must flow naturally from page to page – and provide obvious next steps – or it will fail to deliver. It's great to want it to look nice, but it has got to deliver your information as well. Start by meeting visitor needs, and then follow through with aesthetics.
Every page on your website should have an audience and purpose. When it doesn't, or when these pages don't work together naturally, ROI suffers.
For that reason we segment website pages into three main categories:
Site pages give information about your business (like your products, team member bios, and contact details). The content on these pages usually have a sales edge or are self-promotional in nature, putting your company in the most favourable light possible. Use these pages to present your message, share your knowledge and demonstrate your knowledge.
Blog articles are helpful to your prospects. By sharing insights and industry information, educational tips and entertaining or personal stories, articles attract readers and start bigger conversations. Blogs are among the most important top-of-the-funnel tools.
Landing pages are where the magic happens. Interested visitors identify themselves through forms completions when downloading your offers or signing up for information. Their contact info is provided in exchange for your higher value content. Relevant landing pages containing quality offers convert visitors into legitimate leads.
Building better business websites isn’t so much revolutionary as common sense, but the overall effect is. Our clients are successful because we follow a comprehensive integrated approach to attraction-based marketing, being mindful to teach as much as we do. Businesses work with us because we are able to help them generate new leads, not because they're tied into long contracts.
Next step: Inbound Marketing...