Get the users attention: You have 3-5 seconds to get a users attention when they arrive at your website. Make sure you show something that will keep them engaged and wanting to read more. A few examples of this are a video, live chat, strong headline, or an interesting/cool fact.
Clearly Display your USP (Unique Selling point): Let’s be honest, everyone has competition. While you may think you have the best product out there, there is always someone else that has the same product. However, every company has a USP; you may not even know what yours is yet! Do your research on your competition and clearly display what makes you different than the rest. If you don’t, users will move on.
Improve your user’s experience: Make things easy for your users. If you are an ecommerce site trying to make sales, you should have a clearly defined shop button prominent on your site for people to click. It shouldn’t take a user 3-4 clicks to get to the page they want. Make sure there are easily accessibly links to the most important pages (i.e., shop, contact, location, etc.)
Use Testimonials: Using testimonials decrease a users risk. If you think people don’t believe in written testimonials, get creative. Take video testimonials, take pictures of cards you have received and put them on your website for everyone to see. If you have a good product/service, flaunt it. Let everyone know that there are tons of people out there who trust you and go to you for what they need.
Keep crucial content above the fold: Since you have such a short time to keep a users attention when they arrive on your site keep everything that matters, above the fold. Show all of the important items right away so the user doesn’t have scroll downward. Include a strong CTA (call to action). Lead the user in the right direction, and help them easily find what they are looking for without having to do any work.
Responsive Design: With mobile usability rapidly increasing by the day, make sure your website is built in a way that allows it to function on mobile devices. As of 2012, and even more so as of April’s 2015 update, Google prefers websites be designed responsively. Google controls the market, so it is safe to assume ‘what Google says, goes’. Your mobile site should have a click to call and a click for directions button (if applicable). One of the main reasons many users open a website on their mobile device is to call for directions. If these two items are not easily displayed, users will go elsewhere. There are other click to calls that could be crucial for a responsive website. If you are a doctors office trying to get appointments, there should be a click to make an appointment button. If you are a lawyer giving away a free consultation, there should be a clear ‘click to email’ button. This will allow a better user experience and help increase conversions. If your website is not responsive, you will lose a huge percentage of your users.