3 Website Elements that Can Take Visitor Engagement into High Gear

You surely have read tons of material that tells you how to make a website successful. But, the fact that most websites fail, means you must have your eyes on the ball at all times if you are to see your website enabling brand traction, audience engagement and bringing in the big bucks.

The primary catalyst that drives website success is visitor engagement. If you can make sure that certain key elements are leveraged optimally on your site, you can rest assured that your visitors will extend their stay on your site, which ultimately will result in lead generation and conversions.

Here are three website elements that assume critical importance in vis-à-vis visitor engagement:

1. The right color scheme is super important

Your website doesn’t need to be a riot of colors; you want to create the right color palette that aligns perfectly with the colors of your brand, its messaging and one which helps create the right impact on visitors.

Color is a critical element of your website’s design, which often is overlooked in favor of the jazzier website elements like animation, beautiful visuals etc. While zeroing in on the right colors, you must keep color theory at the back of your mind. Different colors mean different things and give out different vibes. There are colors that can be used as a contrast or you could pick colors that complement each other or you could even choose colors that drive vibrancy. What’s more, colors have emotions associated with them. For e.g. red signifies celebration, while blue symbolizes trust.  Your choice of colors, therefore, must be backed by sound reason; don’t pick colors just because you like them. Make sure they are on your site because they play a role in engaging website visitors.

Kissmetrics has a great article on using color psychology to increase website conversions and it is a must read. You will be doing a great disservice to your site if you see color as just another website element; it is one of the most important elements, which can essentially make or break your site.

2. “Images maketh or breaketh a site

Do all successful websites have beautiful visuals? Think.

The answer is NO. Surprised? Don’t be, because this question cannot be answered with a simple yes or no. Successful websites have relevant visuals that are striking, interesting, brand aligned, and self-explanatory.

So make sure your use of visuals is backed by sound reason. Yes, I know I am repeating myself, but this particular fact cannot be stressed enough. Don’t just pick visuals because you like them; pick them because they will take your website’s visibility and engagement forward.

Each and every visual element must be picked with care and forethought. You need to show a bit of originality in the way you pick your images while with typography (another key visual element), you must make sure it’s not just different but entirely functional.

Let’s talk about images now. How do you go about picking the right images?  The rule of thumb for images is ‘stay away from commonly used stock images.’ Don’t buy into the tactic of using images that are available for free and which you will find on numerous websites on the Web. That’s just not going to cut it for you.

Spend some money buying unique images for your site by going through this pretty exhaustive list that covers image suppliers.

So what are the parameters you should keep in mind while selecting images for your site?

  • Be involved in the selection: Remember, don’t leave it to your Web designers to choose the right images. Make yourself a part of the selection process and make sure you veto images you think are not good enough.
  • Beautiful is not the only criterion: “I want that because it looks good.” If that’s the way you want to play it, you’ve got it wrong. What you need to zero in on are images that offer beauty, relevancy and superior quality.
  • Not going overboard: Irrespective of whether you’ve a lot of money to burn when it comes to website imagery, it’s imperative you have a handle on how the money is being spent. Website designing is a bottomless pit when it comes to spending, so make sure you have a budget in mind while choosing images. There needs to be a limit on your spending; that’s the only way you can actually leverage the maximum potential of your website’s images.

Let’s take a look at a few websites that have great imagery:

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That haunting image of the rainforest being destroyed by the greed of man is enough to give you sleepless nights. The website is all about rainforest conservation and the image does its job perfectly.

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How do the truly successful websites like Conde Nast Traveller get their images absolutely bang on every single time? They are discerning in their choice and make sure that the images they pick are striking, inviting and interesting all at the same time. You see them and you want to visit the particular location they represent. That’s what the travel site is all about isn’t it?

3. Website Copy

Let’s be perfectly honest. When you are thinking website design are you thinking website copy? If you aren’t, you should. All successful websites have effective copy that talks about the services/products offered by the business/organization the website represents. This HubSpot article, which talks about brands that perfectly nailed brand messaging, is a must read. Your website copy is a part of brand messaging as well and you need to get it right, even if the overall website design isn’t really very heavy on the content.

Let’s take a look at some sites that have got their copy absolutely right:

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I love the way the guys at ‘slack’ have got their messaging right. In a few words, they’ve told visitors why they need to get their hands on the app. It’s brilliantly put.

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It pays to add a dash of humor to your website copy and this is done seamlessly and with a perfect sense of timing by the guys at ‘Mule Design.’ Again, the message is succinct and entirely convincing.

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Firebox is an amazing site that sells innovative products and its copy makes for interesting reading; it grabs attention and makes you want to buy the products. This is something that I personally call the ‘conversion quotient’ of Web copy and it is a primary requirement of website copy. It must act as a conversion catalyst.

Bad website copy, not only hurts your website image but also that of your brand. With website content, you have an excellent canvas to make an impression on your visitors. You have an opportunity to convince them about the viability of your products and services and prove you can be trusted. Why let this opportunity be wasted?

To Conclude

Successful websites are an engagement heaven. This might sound corny, but that’s the truth. If your website cannot engage its target audience, it won’t do well and won’t deliver ROI. Get your design elements right the first time round and see your website prosper.


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Aigars Silkalns is CEO and founder of Colorlib, a company that develops website templates, WordPress themes and is behind several best-selling products. He has been in the Web development for three and Internet marketing for seven-plus years and that’s just the beginning.

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