A website structure that sells: 5 key blocks
There's no perfect structure, but there are five building blocks a site needs to bring in leads. I break them down using real projects.
Let's look at how to build a persuasive website structure that sells, so people want to get in touch and leave an enquiry. I share my experience and show techniques that work on real projects.
No structure is guaranteed to convert. But there are five core building blocks, and you need all of them.
1. The first screen
This is where your offer and call to action live. Even if you removed every block except this one, the site should still make sense. In a few seconds the first screen tells people where they are, how you can help and what to do next. It's what makes a visitor decide to stay, scroll on or close the page.
2. About the project
More detail on what you offer, who it's for and what problems it solves. People need to be sure they've understood the product correctly. Otherwise they're less likely to enquire, to avoid an awkward situation.
3. Advantages
How you differ from competitors. Speak in facts and keep vague words like "low prices" to a minimum.
4. Social proof
Everything that builds trust in the company: reviews, guarantees, certificates, real photos of the team, office addresses.
5. Conversion blocks
Between the four blocks above, place calls to action: enquiry forms, quizzes, phone numbers. Keep the balance: don't be pushy, but be within reach at the right moment.
Useful links
- Moqups: a prototyping tool
- Sign up for Tilda with my link: two weeks free
Timestamps
- 00:00 Intro
- 00:30 An example website prototype
- 02:43 The first screen
- 04:10 About the project
- 07:03 Advantages
- 10:30 Social proof
- 14:30 Conversion blocks
- 22:50 Headlines
- 25:00 Where to build a prototype
- 26:51 Where to find inspiration
