Getting your website right is like renovating a house for resale. You need to make updates and improvements for the next owner, not just suit your own taste. The goal is maximizing appeal to attract qualified buyers - in our case, leads and customers.
Your website serves two key audiences:
Those groups have different needs you must balance. Here is how to design a website that converts both cold traffic and warm referrals.
A first time visitor arrives at your site through search, social media, or a link. They have no context about your business. Your website must quickly answer their question: "Is this relevant to what I'm looking for?"
Key elements for orienting new visitors:
For example, a loan broker's homepage should say "Mortgage Lending in Austin" in large text at the top. The subheadline could explain "We Find The Best Rates and Programs for Homebuyers". There are pictures of happy families with new homes. The main menu links to services, rates, about us, etc.
This quickly tells visitors "You came to the right place!" and encourages them to explore further.
Referral visitors come from an existing connection - whether a client, advertising, or other source. They already know something about you. The website must now back up what the referrer claimed.
Elements important for referrals:
Imagine a personal trainer whose client recommends them. The prospect comes to the site and wants to verify - "Is this guy legit?" They should immediately see proof like before/after photos, client testimonials, and certifications. Contact info is easy to find to book a session.
I recently built a website for John, a realtor in Houston. He came from a referral who raved about how much web design increased sales. John's site needed to impress new visitors and back up his friend's recommendation.
For new visitors, the home page has a photo of a sold sign and headline "Your Local Real Estate Agent in Houston". The subheadline talks about helping people buy and sell homes. Navigation links to pages about working with him, buying/selling process, testimonials etc.
For referrals, the About John page shares his years of experience, market expertise, and credentials. The Testimonials page has client reviews. A contact form allows easy scheduling.
In just 2 months after launching the site, John closed 4 new deals attributed directly to his web presence.
If a colleague refers you for a specific service, make your expertise clear. For a tax preparer, list specialty areas like self-employed filings. An IT company could call out "Data Recovery" in navigation. This builds credibility.
Social proof goes a long way. Display recognizable company logos of past clients. The visitor will feel reassured seeing brands they know.
Any awards, certifications, press features, or accolades should be visible on the home page. Referrals want quick validation this business is legit.
Referrals and new visitors have different needs. But with care not to overwhelm, you can design a website to engage both. Start with their context:
Then layer in design elements focused on each group:
With this balanced approach, you'll convert more prospects into customers no matter how they found you.
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