Everything within a well-programmed and structured website is designed to motivate the visitor to stay on the website as long as possible and to absorb as much content as possible. With every minute, the chances increase that potential customers will come across exactly what they are looking for. Therefore, everything on the website is geared towards constantly keeping visitors interested and motivating them to look deeper and more extensively and to get in touch.

All elements vying for visitors’ constant attention have conversion in their crosshairs. In marketing, conversion refers to an action by the visitor that is in line with the company’s intention. This can be the purchase of products or services or, for example, the entry in a mailing list. There are some criteria that must be fulfilled in order to achieve this goal:

Less is more: clear and concise design invites you to stay and motivates you to engage with the content. A cluttered page motivates churn – the product message goes unnoticed.

Variety is half the battle: People who want to find out about your offer and may only have limited time to do so need to be informed quickly. The page layout should take this into account: The varied design with text, images, videos, info boxes and graphic elements creates a well-rounded experience.

Create a sense of achievement: Nothing frustrates visitors more than confusing user guidance. Good web design should score points with linear and goal-oriented design. The rule here is: the user journey leads to conversion.
Websites generate leads: Even if your visitors are enthusiastic about the offer, a large part of them will chalk it up as a nice experience and turn to other things. At these points, the clear call to action, also called call-to-action, is key. For example: Get in touch and find out all about your personal web design.