Creating a website that converts

marketing strategy mistakes

Through our Web Agency Optimize 360

How to create a website who converts?


In today's connected world, it's essential to create a website that grabs visitors' attention and encourages them to take action.

To do this, you need to put in place a solid strategy by following these 10 key points for building a website that converts:

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1. Choosing the right programme and template for your site

To create a website that converts, start by choosing the right one programme and template tailored to your objectives. There are many programmes and templates available on the market, so make sure you select the one that meets your specific needs.

Factors to take into account

    • Ease of use: an intuitive programme that's simple to use, even for the uninitiated.
    • Customisation: opt for a template that can be modified to suit your preferences and your brand image.
    • Compatibility: check that the programme and template are responsive and display correctly on all screens and browsers.

2. Define clear and precise objectives

To find out how to optimise your website, you first need to determine what your main priorities are objectives. This could include elements such as generating traffic, increasing registrations or boosting sales. Once you have defined your objectives, you can adapt the structure and content of your site to achieve them.

3. Segmenting audiences and creating personas

To maximise the effectiveness of your website, it is crucial to identify and segment your target audience. Create personasPersonas are fictitious representations of your ideal customers, taking into account their demographics, online behaviour and expectations. Personas will help you to tailor the content of your site to the specific needs of each segment.

4. Highlight the key elements

Visitors to your site need to quickly understand its purpose and how you can help them. To do this, highlight key elements such as :

  • A unique value proposition: clearly explain what differentiates your product or service from those of your competitors.
  • A call to action (CTA) visible and incentivising: guide users towards concrete actions, such as signing up for a newsletter. newsletter or place an order.
  • Testimonials and case studies: show visitors the results achieved by other satisfied customers to boost confidence in your brand.

5. Optimising content for search engine optimisation (SEO)

Optimising the content of your site is essential for improving your search engine ranking and attracting more visitors. Best practices SEO include :

  • Use relevant keywords: select terms that your target audience is looking for and include them naturally in your headings, sub-headings and body copy.
  • Create regular, high-quality content: publish frequent articles or other types of content that are informative and interesting for visitors.
  • Le internal networking and external links: add links to other pages on your site and to relevant external sites to improve the 'look and feel' of your site.user experience.

6. Simplify navigation

A website that converts must offer an experience of intuitive navigation and easy to use.

To do this, follow these principles:

    1. Organise the main menu and categories in a logical way, using clear, concise labels.
    2. Add a breadcrumb trail so that users know where they are on your site and can navigate easily.
    3. Make clickable buttons and links large enough to be easily selectable, particularly on touch screens.

7. Design pages optimised for conversion

Landing pages (landing pages) play an essential role in encouraging visitors to take action. Make sure that these pages are optimised for conversion in :

  • Presenting a clear and convincing value proposition.
  • Including visible and powerful calls to action.
  • Limit distractions, such as navigation menus or other non-essential links.

8. Use attractive images and videos

Visual media, such as images and videos, attract visitors' attention and can greatly enhance the effectiveness of your website. To maximise their impact, select high-quality, relevant content that successfully conveys the desired message.

9. Adapt the design and size to mobile devices

With more and more people browsing the web from their mobile phones or tablets, it's essential to design a responsive website that displays correctly on all devices.

  • Check that the elements of your site, such as images, text and buttons, automatically adjust to the size of the screen being used.
  • Optimise loading speed pages to reduce waiting times and provide a pleasant user experience.

10. Regular analysis and adjustment

To maintain and improve the performance of your website, it is important to analyse data and statistics regularly. Use tools such as Google Analytics for :

  • Identify traffic sources and market trends.
  • Identify pages or content with high conversion potential.
  • Identify technical problems or areas for improvement.

Based on these analyses, adjust your strategy and update your site to maximise the effectiveness of your conversion efforts.

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About the author

Frédéric POULET is the founder of the SEO Agency Optimize 360 After 20 years in large groups, he founded Optimize 360 to put the know-how of large groups to work for SMEs.
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