In FIVE seconds ..

Tell me what you do. Five seconds flat! Can you do it? I know, five seconds is a super fast, super short elevator ride, but if you can distil what you do into a five second slot ..

Bravo!

Now, take a look at your homepage.

The one page that you’ve probably spent the most time working on crafting and refining.

Again, you've only got 5 seconds.

In 5 seconds to tell me if that page tells you what you do as well as you just did yourself.

Sure, it has to use images and branding to support the content, and when you’re in browse mode the backdrop is vital to settling in for the ride ..

But in 5 seconds, does the content and the razzmatazz tell you this is home — or does it tell you that you’re probably not even in the right time zone?

Now, because you might have put that content together and are rightly proud of yourself — but hopefully having a few doubts about now — I want you to go one step further:

Ask someone you know who hasn’t looked at your homepage to do the same thing.

What did they say?

Now, once you’ve completed all this, you should have 3 things to chew over:

  1. Did they come away knowing what it is that we did?
  2. Did they get an idea about the top 3 benefits that we offered?
  3. Did they get a sense of what to do next or how to get started?

The real acid test is 3.

If strangers to your brand still don’t get it even then, you have a lot of work to do.

See, most websites get so wrapped up in design they shot past the one thing they were designed to do: convert users into customers.

Today though, web design has grown up.

It’s become a numbers game, offering the kind of deep user engagement that inspires 2 predictable actions:

1 Buying your great products or services

Conversion rate optimisation

2 And sharing your great ideas.

It's as simple as that!

Actions that can be measured and refined by — you guessed it — better conversion-focused design.

The second big thing to happen to design has been the surge in the use of mobile and tablet devices:

Conversion-focused design has to also be responsive design.

Responsive design is like pouring liquid into a glass, adapting to fit various containers: smartphone, tablet and desktop.

See how the columns here adjust their size to suit the device.

Connected Life Coaching
Croma
Augmented Reality
PPL Accountants
Varsity Matches
F1H20
Rininhi

Responsive design is about a flexible, fuss-free end-user experience.

But you also have to ensure the design is as lean as it is agile: a mobile user on a bus with limited connectivity needs your information before the next stop, or that might be the last time they stop by.

And I can help you do this by:

  1. Ensuring your homepage is on-point.
  2. Ensuring text and images are optimised to adjust to fit every possible device.
  3. Page layouts are streamlined to ensure the user experience is simple and clear.

And your mobile sites are social media and SEO friendly too.

All of which helps your mobile audience — including your best friend or your daughter — continue to engage with what you do too.

The overall strategy:

Planning for success ..

Just a quick note of thanks for all the hard work you have put in over the past couple of months. It is certainly a big undertaking to create a website from scratch and also to effectively re-brand the look etc. The final version looks fantastic!

This starts with some research.

If you’ve got a website that needs redeveloping, analysing the user experience (UX) — the sum total of how people experience your website from content to design, speed to functionality — is vital.

As is factoring in your SEO placement and what the competition is up to — or might be getting up to — in the near future.

If you’re a startup, your strategy is similarly informed.

Finding out from prospective users what they like from competitor sites is a great way to understand their needs.

I can then design wireframes and prototype new layouts to ensure your new site works as expected, and there are no hidden usability issues.

And with every business, I start with a simple question:

How much do you really have to invest in the design?

No, really.

The precise amount you can afford to keep your business ahead of the competitive curve and moving even faster through the mobile responsive gears.

I’ve been where you are and I’ve made short cut consideration mistakes that I don’t want you to make.

Which is why I use best practice analytics to help you measure everything:

  1. Which are your most lucrative keywords with high traffic and new business potential.
  2. Which are your most successful landing pages, social media posts and advertising campaigns.
  3. Which are your best blog articles — as well as which are lame ducks hurting your website’s overall ranking performance in Google.

I can also help you monitor ranking fluctuations, conversions and goals, even track repeat visitors.

Finding new ways to convert more customers — without spending more money.

I then work with you to enhance those online achievements (and winnow out the failures) to meet your ultimate long-term business goals.

You could call me a mean task master, but whether I’m designing for the desktop or mobile, I cover every detail, from every angle, to ensure beauty pays her way.

I then go through the options: design, development, traffic campaigns, SEO, marketing funnels, domain registration and hosting.

Give you a crystal clear fully costed understanding of the bang you’ll get for your buck, and go from there.

Of course, it goes without saying that every business is different.

But big or small, the DNA of great design is universal and taking time doing this kind of detective work always pays off in the long run because you are getting all the essential genetic building blocks right from the beginning ..

Unlock the 3 keys to generate a steady flow of
qualified appointments in 90 days without the
need for referrals, networking, the press or
pure relentless hustle.

A “bad” marketing strategy will fail at all the above, rapidly burn through your marketing budget, and provide little return on investment.

A "good" marketing strategy will help you find new clients, help them see the world through a “better” lens, then quickly turn those prospects into new appointments.
Stephen Shaw. Founder of An Artful Science.
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