07
Website

The center of your brand’s universe

Your website is the central point that all other channel activity orbits. Putting work into optimizing your website will benefit multiple channels, including SEO and paid search.A poorly optimized website – whether that’s due to vague messaging or a difficult-to-follow page structure – means companies miss out on high-intent prospects who are actively searching for a solution.With self-directed research becoming more common, it’s more important than ever to make sure that your website messaging resonates with your audience, and pages are highly optimized for conversions.

The hub for all content types

Your website is the ideal home for everything from early-stage educational pieces to deep-funnel conversion content.

Demo requests

Free trials

Contact sales

Product-related content

Chatbot

Case studies

Pricing page

Content library

What’s your website conversion rate?

0-1%
1-2%
2-3%
4-5%
5+%
I don't know

5 key criteria for
visitor-pleasing UX

According to Zendesk’s Customer Experience Trend Report, 75% of consumers will happily spend more money with businesses that deliver great user experience (UX).

To create a website that keeps prospects interested, guides them to the right information, and makes them love your brand, focus on these five criteria:

01
Usability:

Is it easy and intuitive for prospects to navigate and find what they need?

02
Usefulness:

Does the site help them reach their goals?

03
Value:

Do your web pages provide value for visitors?

04
Desirability:

Are your interactive and design elements appealing enough to keep visitors on your site?

05
Accessibility:

Is the site optimized for mobile and tools such as screen readers, to ensure everyone can use it?

Structure and layout guide your visitors

Does your website encourage visitors to read further, interact with what’s on the page, and click the CTAs? It’s easy for people to get lost in a sea of words, so avoid lengthy, unengaging scrolling experiences by breaking your pages up with interactive components and smart design elements.

People are busy and quickly make decisions about what’s worth their attention. So make your copy scannable, your headlines punchy, and write stand-out CTAs that pique your reader’s interest. Use white space to your advantage in the design, carefully considering how you’re breaking up your blocks of text and where you’re placing images to nudge your visitors toward the next stage in their journey.

Curious about how to use white space?

What you don’t use is just as important as what you include. Explore how to counteract design clutter with our guide to using white space in content design.

Greet and serve your visitors with a chatbot

Chatbots have come a long way since their limited, robotic starts. Conversational tools can now mimic human interaction more accurately, creating two-way communication for more useful, memorable experiences.

They’re great for nudging visitors along the marketing funnel through subtle direction, upselling, or education. You can use an automated chatbot to, for instance, recommend further reading based on the user's reading history, ask questions about their pain points, or invite them to share feedback.

You can connect sales reps and prospects in real time via your chatbot, too. While prospects browse your product pages or customer stories, your rep can proactively offer them assistance, qualify their interest, encourage them towards a demo, or whatever else might be helpful in their .