With a plethora of WordPress themes, AI development and site-as-a-service, we are spoiled for choice when it comes to design and layout options. Most of these options are designed by professionals or have undergone extensive market research, so why does it matter when it comes time to choose a layout? Here are three key points to consider if your site is underperforming.
Focusing on accessibility isn’t the only reason to pay attention to color choice and contrast in a web design. I’ve seen too many business websites that simply pull a dominant color from their logo and apply it across the entire site – buttons, headings, icons and photo overlays. Contrast in web design means “difference.” Without contrast, nothing stands out. With strong contrast, users can clearly identify buttons, links and calls-to-action. I use something I call “the squint test” to determine how well a page design will draw attention to the correct items on the page – the conversion points. By squinting at a page until the details blur, you can see whether the layout highlights the most important conversion points, such as CTAs, forms or navigation.
In an age of instant gratification, the shortest form is always the best form, and there are plenty of reports out there to support that claim. But optimizing website forms isn't as simple as hacking off form fields. You still need enough information to move a lead forward in your sales process. The trick is finding the best balance of user goals, required information and business needs.
Too many forms ask for much more information than is required, and users feel the burden. That's when they drop off. To streamline your forms, start with your own sales process:
There's no one-size-fits-all formula for form optimization, but being practical is key. The easier you make it for users to convert, the higher your chances of turning a visitor into a customer.
Your audience isn’t randomly appearing on your digital doorstep, they are coming to your website with a goal in mind. Understanding what a user is trying to do and meeting them where they are will greatly help conversion success. Visitors usually fall into two categories:
I often see websites overload every page with a call-to-action. For example, a constant push to Buy Now. While the intention is good, asking for a sale during research mode can backfire. Instead, offering CTAs like Learn More or Explore Products aligns better with user intent and keeps visitors moving through the funnel.
The key is to match your CTAs to the user journey. For complex products or services, this means offering nuanced options. For example, replace a blanket Buy Now with Explore Products for visitors still in research mode. If a user scrolls past your direct CTA, they’re probably not ready to purchase yet — they’re gathering information. On the other hand, if they land directly on a product page, they likely already know what they want and are closer to conversion.
A website with a modern layout and nice images might look good, but design is about intentional outcomes. Something can be visually appealing without being effective. At TKG, we focus on ROI-driven websites with optimized user experiences that convert, not just “pretty” layouts. Of course, our sites look great too — and we have the portfolio and results to prove it.
If you’re ready to turn your website into a tool that actually drives leads and growth, let’s talk about your next web project.