Your design needs to be persuasive, informative, useful, credible, and above all, user-friendly. Everything must come together in a nice little package to deliver the returns you are looking for.
So how do you make sure your website is a lean, mean conversion machine?
1. Information is supreme
The most important facet of a conversion-friendly website is information. Design must revolve around the information you are offering on the site to make a case for your organization, and not the other way around. Information should take center-stage. Nowhere is this fact illustrated best than in nonprofit donor portals.
The design of Causes revolves around its content and its mission. The embedded video in the hero area explains the purpose of the site and also enhances its engagement quotient.
2. Clarity of Purpose
Why has the designer used this image? Is there a reason why this illustration has been used on the home page? These are the kind of questions that should never be asked by visitors when they land on your site. The design and its visual elements must be self-explanatory. Your website gets a very limited amount of time to make an impression on its visitors. You can’t afford a design that doesn’t lay out the website’s purpose in very clear terms.
Charity: Water is a prime example of what clarity of purpose is all about. The large photo background on the home page, which forms the centerpiece of the design, leaves no doubts in the minds of the visitors about the website’s purpose.
3. Offer Above-the Fold Experiences
Make sure all the important content on your site is placed “above the fold.” Website visitors are impatient.
Here is more from Unbounce on How to Design Above-The-Fold Landing Page Experiences. The website itself is a textbook example of a great above the fold experience.
4. Visual Movement
Whenever you are using images, especially of people, remember that your web users are following their eyes. You can use this visual movement to direct their attention to the important parts of your page.
If you are going to use images, why not use them to direct attention? This is yet another way of making sure that the attention of visitors doesn’t divert from the website’s purpose. You could use this to focus attention on your call-to-action buttons.