Nowadays, it’s possible to put a showcase website online in a few minutes. But there’s a difference between a functional website and a high-performing showcase site. The latter will encourage prospects to view your content and hire your company. It’s a real engine for your business.
So, how do you create a high-performing showcase website that will bring in sales? Answer: 6 key tips!
1. Avoid "cliché" images on the homepage
Although photos from stock photo sites help you save time, it’s easy to fall into the “seen-it-before” trap.
Users unconsciously project their negative experiences onto these photos. That can damage your credibility, reduce trust, and add friction to the conversion process.
When choosing photos from stock libraries, avoid dated visuals, plain white backgrounds, or images that clearly feel staged. You know—the photos of people holding hands with exaggerated smiles, groups staring at the camera, executives in suits, or people jumping in the air…
Favor authentic photos of your offices and your team, to humanize your company. If that’s truly not possible, instead look for images that depict realistic scenes in well-lit environments.
2. Add a personal touch to the "About" section
Besides the usual information about your business, your professional experience and the presentation of your team, the About page must also include a personal touch. Include details that reveal your personality. Tell your story.
Explain how you decided to do what you do. Describe the challenges you or your brand have faced. Don’t hesitate to add a photo of yourself or your team.
However, be careful not to overdo it. The sections of your showcase site should remain concise and direct.
3. Standardize CTAs across the showcase site
The ultimate goal of a showcase site is to generate leads for your business. So your message should be consistent across pages. Good advice for your calls to action!
Some users, when they arrive on your website, will take the time to visit several pages before deciding what to do next. So stay consistent: keep the same color, the same shape and the same wording for your call-to-action buttons.
The idea is that when it’s time to act, the prospect will know exactly where to click.
4. Enable contact from every page of the site
By making it easy to get in touch, you increase your chances of finding new clients. Naturally, you should place your contact details on a dedicated page, but also include them throughout your showcase site, for example in the footer.
The goal is for the visitor to be able to request a demo or write to you without returning to the "Contact" section.
Don’t just forms. Add your email address, phone number and links to all your social networks.
5. Work on SEO to capture intent-driven searches
A high-performing showcase site relies on a top-notch SEO strategy! One way to rank well is to use relevant keywords.
As a showcase site, you aim to position yourself at the very start of the buyer’s journey — essentially when they are searching for information on how to solve a problem or which solutions to choose.
To do this, target keywords relevant to commercial and informational search intents. Include them in your product/service descriptions, in the "Pricing" section and in customer reviews.
Don't forget to use them in your headings, in image or video tags, and in the meta descriptions.
You can also increase your chances by targeting your competitors' branded keywords. The goal is to leverage paid ads to attract consumers searching for a specific company.
6. Liven up the user experience
Sliders, page transitions, parallax effects and animations, or the inclusion of short relevant videos can add a new dimension to your showcase site. However, be careful not to overload your pages with dynamic content! For each element, make sure to animate the most important part: a description, a call-to-action, a form, a slogan, a figure, a video… Everything will depend on the page's objective.
Also consider doing the same to show your product/service in action.
However, make sure these elements don't slow down the site's performance. It must remain smooth, fast and mobile-friendly.
Conclusion
Taking the time to implement these tips on your showcase site can boost your performance, especially conversions!
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