10 Key Elements Your Website Needs to Create Engagement

A lot of effort goes into creating a website. What if you are getting traffic, but only a few visitors are taking action on your website? This is one hell of a conundrum for a business. 

Don’t worry. There is a lot you can do to ensure more interactions on your website. 

So without any more Jibber Jabber, let’s dive straight into the 10 key elements your website needs to create conversion. 


A Great Headline


When visitors land on your website’s home page, the first thing that will catch their eyes is your headline. The headline serves as the introduction to your business and immediately helps them identify the product or services that you are offering. And to make a great first impression, you need a punchy, attractive, and clear headline. 

After reading your headline, visitors should be able to tell: 


  • What is your business all about?
  • How are you different from your competitors(your USP)?
  • What benefit/s will they(the target audience) expect to get while reading further?


Now achieving all this with a headline is not a piece of cake. Sometimes, it takes copywriters days to create a ridiculously short 10-word headline. 

You might think about what constitutes a great headline and what goes into creating a headline that makes a business stand out from the pack. Here’s what you need to figure out first before penning down a headline:


  • Who are your ideal buyers?
  • What are their demographics?
  • What pain points do they have? 
  • How can you align their pain points with your product/service benefits?


By stepping into the shoes of your buyers and understanding their buying patterns & behavior, you can create a powerful headline that your ideal buyers can easily identify as relevant and connect with. Your visitors largely depend on your connection with your audience. e.  

f your headline doesn’t compel the visitors and captivates their attention, the odds are that they won’t scroll down further to see the main content. By now, you should understand how how vital a great headline is!

Even if you’ve quality persuasive content on your website, readers will eventually bounce off your website if your headline is not up to the mark. And a high bounce rate is the last thing you want as an online business.


Strongly Defined and Clear Call to Action


You might have seen “Buy Now” or “Download Free eBook” and similar phrases on a lot of websites. Well, these are what we call CTAs. 

A call to action is what tells the buyer to take your business’s desired action and guides them through their buying journey. 

Whether you are asking your website visitors to sign up for your email newsletter, fill out a form to know about your services, or directing them to your checkout page, you need to have a call to action for every outcome you want to achieve on your site. 

It is directly linked to your conversion rate. If defined clearly, strongly, and effectively, the visitors will do what it says. Along with this, a CTA must be very short, concise, specific, and persuasive to drive maximum conversions. 

Here are some of the tips you can follow to develop great CTAs: 


  • Create Urgency: You should tell the visitors through a CTA why they should perform the action now rather than later. Phrases like “Hurry Up”, “Only 2 Items left”, and “Download Now” shows that there is limited time to act and leaves the impression that if not done now, then you might miss out on something important
  • Create a Sense of Belonging: When you develop CTAs with words like “Join our 50K+ Loyal Network”, it appeals to the audience to become a part of something special and helps build a connection between the brand and customers


Not having a strong CTA  will directly impact your conversion rate, and you will have difficulty converting visitors into leads or paying customers. 


Great Visuals


It is a no-brainer why a webpage without quality images can become boring for visitors. You need to keep the audience hooked to convert, and there is no better way to do it than by adding high-quality visuals. 

If you have compelling visuals on your website, they will not only compliment your written content, but the average on-page time of your website may also increase significantly. 

You can find HD images and videos according to your niche on websites like Shutterstock. You can also explore free options like Pexels

However, if you want to level up your visuals game, you can design your own visuals and infographics using a site like Canva.   Whatever you choose, always ensure that your pictures are not stretched or pixelated. It doesn’t that much for visitors to be triggered and leave your page.


Engaging Copywriting


The words you use on your website make a huge difference when it comes to your conversion rate. Many businesses, even with great products or services, find it challenging to improve their conversions. Often, the problem lies in their website copy. 

If you are unable to engage readers and develop their interest through words on your website, you simply won’t convert. 

Therefore, you should take a copywriter on board and have him write persuasive copy that can not only address your audience’s pain points. But can also help them through their buying journey. 

However, avoid using industry-specific jargon and technical terms, as it might leave your audience feeling confused, and they might end up diverting away from your website. 

Here are some copywriting tips you can use to write persuasive copy for your website:


  • Be Conversational & Direct: Talk with your audience in their day-to-day language and avoid any jargon. Address them with words like “you” & “your” to be direct with them. Being direct immediately evokes a closer connection
  • Include Facts & Figures: Use facts and figures in your copy as often as possible. Facts are easily verifiable; hence they build trust among the buyers. But don’t fill up your copy with facts, as it may become boring for the readers. Include them whenever appropriate and most useful
  • Emphasize Action: Don’t just use CTA to drive actions. Use action phrases and verbs also wherever needed
  • Features & Benefits: Always ensure that you clearly establish your features and benefits on your website


Have Forms Ready


Don’t make your audience fill out long forms. Not only do they not like that, but it also hinders your website conversion rate big time. 

For example, if you have a sign-up or a contact form on your website, make it as short and straightforward as possible to reduce friction. 

Have forms ready on your website that the visitors can fill in quickly and easily to increase your chances of closing a deal. 


Testimonials, Reviews, & Case Studies 


Reviews and testimonials are social proof of the quality you provide to your customer. Having a dedicated section for reviews and testimonials on your website will help new prospects in making their buying decision. 

In addition, many people who interact with your business for the first time are uncertain about buying from you and trusting your business. Previous positive customer reviews solve this problem and build credibility for your brand.  

Moreover, depending on your industry, you might also want to leverage case studies on your website. Case studies show, rather than tell, how you have helped your previous clients solve their problems and why your company can be beneficial to do business with. 

Make sure to add at least 4 of your all-time best customer testimonials and one case study(optional) on your website. But don’t overload this social proof, as it may seem like you’re showing off.

However, if you a new brand with no reviews to show, don’t put fake reviews on your website. Fake, no matter how smartly written, will come out as unoriginal to some prospects at the end of the day. 


Fast Loading Pages: Introduction to Good Core Vitals


Do you know that Kissmetrics found out in a study that more than 46% of visitors expect a website to load within 2 seconds?

If your web page takes longer than 3 or at max 4 seconds to load, many visitors tend to abandon your webpage instantly. 

Also, how fast your website loads impact your SEO rankings as well. Search engines like Google might de-rank your website based on slow-loading pages. 

That is why you need to pay attention to web core vitals. They are a part of Google’s page experience signals that evaluate the overall web page speed and user experience on a website.

These core web vitals come in handy to measure three crucial website elements: page speed, responsiveness, and visual stability. 


  • Cumulative Layout Shift: CLS tells you whether text and images on your web page are perfectly aligned or moving across the page. It helps to ensure that the experience is smooth for users on your site
  • First Input Delay: When users click a link on your website, they do not want delays. So FID measures the time it takes from clicking a link on a website to performing the action. Improving your FID score is essential for increasing your conversion rate
  • Largest Contentful Paint: The LCP measures the overall loading time of your website, from clicking on the website link till the last image block has loaded completely. You should not have more than 3-4 seconds of loading time; otherwise, your visitors might bounce off your site


You can easily see your site’s core web vitals report on Google Search Console


Easy to Navigate Website Structure


Easy navigation is one of the key elements your website needs for better conversions. It frustrates users when they can’t find the information they are looking for on a website. Eventually, they end up abandoning such a website. 

But you don’t want your visitors to be confused after landing on your website, right? That is why easy-to-navigate website structure matters a lot. 

To do this right, ensure every section or page on your website is clearly defined and placed correctly. You should have a logical hierarchy of sections to improve customer experience. 

Talking about customer experience, you can also consider F-Layout for your website. It is proven by research that natural user behavior when browsing a site is to look at the contents in an F-pattern. 


Intuitive & Modern Design


In this digital era, the face of your business is your website. And who doesn’t want the face of his business to look modern and impressive? 

Your business will eventually be judged by your website design and online presence. A stylish website layout and an eye-catchy design serve as a lead magnet. 

This means that you will not only gain your audience’s trust, but you might also start generating more leads if you pay attention to the design of your website. 

But designing a website that looks stylish, modern, and minimalistic that everybody likes may not be as easy as you think. While you can use drag-and-drop WordPress page designers to design it yourself, chances are that it might not be as good. 

That is why business professionals recommend getting an expert website design service to thrive in the modern marketplace. 


Flawless Mobile Optimization


More than 50% of website traffic is coming through smartphones. And guess what? This number is expected to increase further up to 70% by 2025. 

That is why search engines these days use mobile-first rendering. So if your website is not mobile-friendly, your conversion rate will suffer significantly. 

One great way to optimize your website for mobile devices is to test its web core vitals, which we explained earlier. Also, select mobile responsive themes and plugins for your website.


Ready to Boost Your Conversions?


Now you know what the ten key elements your website needs for boosting conversions are, why not take a step back and analyze which element is missing on your website and how you can implement it effectively? 

The key to skyrocketing conversion rates is to keep testing different elements on your website and see what’s working and what’s not. 

Try making your headlines a bit more punchy, change the placement or colors of CTA buttons, or add informative visuals, and see how these tweaks affect your conversion rate. 

Do you need an expert eye to review your website in detail? Contact us, and we’ll guide you!

03 Nov 2022
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