1. Page Load Speed

What it is

Page load speed is the amount of time it takes for the website to load on your screen.

Why it’s Important

If it takes more than 3 seconds, people get impatient and there’s a greater chance they will leave instead of waiting around for the page to load.

How to Implement it

There are several things that can impact page load speed, but for most people the size of images will make the biggest difference. Since you want to aim for under 3 seconds, aim for images as small as possible.

Two super-helpful things you may want to look into are image compression and browser caching.

2. Bold Descriptive Headline

What it is

A headline can be a title or a short sentence, it’s a super short introduction to your page. When someone reads the headline, they should know if they’re in the right place or not.

Why it’s Important

The headline is your website’s first impression. It should be short and attention-grabbing.

How to Implement it

The best headlines also highlight a benefit for — or goal of — your audience.

3. Clear Call to Action

What it is

The whole point of having a website is to convince the visitor do something. The call-to-action is the objective of any page on a website. That could mean clicking something, calling someone, buying something, or any other outcome you want the visitor to perform.

Why it’s Important

Every page of every website should have a call-to-action, and the entire page should centralize around getting the visitor to do whatever the call-to-action entails. If the call-to-action is “call me” then the entire page should be giving the viewer reasons to call and access to the phone number. If the call-to-action is “click me” then the entire page should be explaining why they should click, and giving them access to the button or link that they are supposed to click.

How to Implement it

A good call-to-action is super short and to the point. It should be descriptive, and should never be deceptive. People should understand what they’re getting into by clicking or calling.

4. Social Proof

What it is

Social Proof is other people vouching for you. This might include testimonials, word-of-mouth recommendations, or even just a positive interaction that a prospective client can see. (Think politicians kissing babies on the campaign trail.)

Why it’s Important

Social proof is a huge part of how people trust, and it can instantly build rapport to warm an ice-cold audience.

How to Implement it

Ask current and past clients for a quick testimonial about what benefit they have gotten from working with you.

5. Video… of Your Face

What it is

One of the best ways to connect with your audience is through video. It’s a great way to show your audience who you are and why they should trust you. Remember to be authentic and showcase your personality.

Why it’s Important

Video is easy for people to consume, and showing your face quite literally humanizes you in the eyes of your audience, and seeing someone face-to-face can help to establish trust.

How to Implement it

Practice live-streaming on social media. If that feels too intimidating, start out by recording short videos on your phone or computer.

6. Relevant Information

What it is

The information on each page of your website should all be relevant to the objective of that page.

Why it’s Important

People will usually come to your website to read about what you can do for them. They don’t need to read your entire life’s story if they came to learn about a specific service or offer.

How to Implement it

Keep it relevant, and keep it simple. You want to tell them everything they need to know… and nothing they don’t.

7. Address Objections

What it is

The objections are fears that prospective clients might use as a reason (or excuse) for even the best potential client to avoid working with you. Many times these fears come from your client not knowing enough about what you do, or not understanding the process. If the fear is unfounded, from your perspective, then you should try to address the issue before the client even has a chance to bring it up.

Why it’s Important

By defining and removing most of the objections early, your conversation can flow more easily and you will be more likely to make the sale.

How to Implement it

Do market research to find out what the most common objections are, and the exact wording your audience uses when saying them. Speak their language and be sure to dispel any myths that might make them reluctant to buy.

8. White Space

What it is

Technically white space is just the lack of elements, but using empty space strategically can make a drastic improvement to the aesthetic and usability of your website.

Why it’s Important

An appropriate use of space can bring focus to the elements of your website that are important.

How to Implement it

Pay close attention to what stands out on your website. If two things are competing for attention, consider giving them some distance from each other so the viewer’s attention can be guided down the page toward your call-to-action.