For far too long, the default mode for web design has been to present information. A website viewed like a brochure. So websites are designed exhaustively and systematically, from top to bottom, in an attempt to be absorbing and complete. But it turns out that visitors don’t read websites – they have conversations with them.
People don’t read websites; they interrogate them. They come to your site asking a question. What am I buying here? What can you help me with? So you need to make that question as explicit as possible, even if it’s barely formed. So the scan, where someone scans a page for the answer, hoping to be quickly given some specific thing. If you don’t deliver that quickly, their conversation ends, and they’re gone. For Web Design Cardiff, contact https://www.accent-adc.co.uk/service/web-design-cardiff
In these terms, everything about a website should change. The homepage isn’t an introduction – a response to the unspoken question: ‘Have I come to the right place?’ A service page answers directly or at least makes a promise to solve a problem. And an about page isn’t a history that lends trustworthiness to all matters.
Every page is a turn in a dialogue.
A website that converts well is one that’s understood. It’s an element that’s positioned to respond to the question a visitor is silently asking at the precise moment on their journey.
A website that doesn’t convert? It keeps talking about itself.
Visitors to a website are people having – or not having – a one-sided conversation. They quietly look for the exit.
