6 Ways to Add Appeal to Your Website by @bright_smith

Photo by Minerva Studio licensed via BigStock Photo
Photo by Minerva Studio, licensed via BigStock Photo

by Kia Howey Dolby | Featured Contributor

If you take a stroll through your favorite shopping center or mall, you’ll notice that retailers dress their storefront windows to entice customers  to come in. Windows are merchandised with the newest, hot items or unique finds. Vignettes and mannequins are used to create a mood and to help potential customers visualize the product in use. Posters and signs sweeten the deal with messaging and special offers.

The reason that so much time and care is used in dressing a window is apparent. Retailers know that they can entice customers to come in and potentially make a purchase simply by making the storefront windows irresistibly appealing. Did you know that you can use the same principals on the home page of your website to present your products and services in an alluring way? Here are some easy ideas to add instant appeal to your site, regardless of the type of business you have.

1. Give site visitors what they want
Most people visit a business website because they are seeking a solution to a problem they have. Your job is to make sure that upon arrival, a new visitor knows that they have come to the right place.  Here’s the litmus test to see if your site delivers that. Visit your site and scan your home page for a few seconds and answer these questions

  • Does your logo and tagline concisely state what your business does?
  • Does the wording and imagery paint a picture as to what you do?
  • Is it clear from a glance who you serve or help?
  • Do you communicate to your visitors that you can help them?

Give your audience what they want by letting them know right away that you can help them.

2. Invite visitors to take a closer look.
A winning opener is important, but ultimately you want to invite visitors to take a look a closer look at the services or products you provide. You can do this in several ways. Create a clear path from the home page for your visitor to take depending on what they may be looking for.  Use strong Call to Actions (CTAs) to encourage customers to complete an action, like “get started now” or “get the results you need today.”

3. Thank your clients for their interest
Each visitor has chosen to spend time on your site to learn more about your business. Thank them by giving them a gift that they can use. Figure out the solution to a problem that you can assist them with. Create a cheat sheet, video, special offer, workbook or planning tool that you can give them for visiting. Make sure you capture their email address when they sign up for their freebie.

4. Introduce Your Brand
Your brand is the promise that your business makes, the thing that makes your business unique.  Your visual brand consists of elements like messaging, colors and imagery to paint a distinct picture about your business. Use your website as the big introduction to your brand. Carry your branding through your site and all  you do.

5. Keep it fresh!
Add new content regularly to your site. Timely news, updates, blog posts, how-tos, and other types of content help keep your site fresh and your audience excited and engaged about what you are doing.

6. Give them a peak into your personality
People work with people they know, like and trust.  Your website is a chance to let your audience get to know you. Infuse your (or your teams) personality in all you do. Let viewers know a little about you professionally and personally through a well written bio. Be sure to include a friendly photo!

Dress your site for success and you’ll get the results you want. Small updates to your website will keep it fresh and appealing to new and return visitors alike.


Kia Howey Dolby- Branding and Communications Strategist, Brightsmith Creative

Kia dolbyKia Dolby loves you and your brand, and she loves to share her experience, insight and expertise with you.  Kia is the owner of Brightsmith Creative, a boutique communications studio that offers brand development, web design and communication strategy services. Kia has a passion for entrepreneurship. Her specialty is empowering small businesses with the tools they need to build and communicate their brand.

Kia studied graphic design at Florida A&M University and Temple University. She holds over 10 years of experience in marketing, branding, and web design. When she is not working, she enjoys blogging about design and style, playing with her three boys, traveling and vegetarian cooking.

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7 Replies to “6 Ways to Add Appeal to Your Website by @bright_smith”

  1. Kia Howey Dolby[ Post Author ]

    Thanks all for your comments.

  2. Simple Nature Decor

    Great Post! Works for me! Always striving for advice like this.

  3. Kia

    Hi Judy! There are some businesses that have such great products, that it doesn’t matter much what the facade looks like. The appeal may even partly be in the ‘hidden’ charm, think the spot only locals know or the boutique that has great finds but is off the beaten path. For an online business, this may be a bit trickier, but it can be done. The first step is a great product. The second, is loyal word of mouth. The third, is to create the indicators, the “bread smell,” if you will, that allures the customers to come inside. And remember, the site does not have to be fancy or slick, just functional and super appealing.

    1. Judy Yaron PhD

      LOVE your answer, Kia – THANKS 🙂
      HUGS <3

    2. Rachel McDermott

      Agree! (where’s the like button?)

  4. Judy Yaron PhD

    You tips, Kim, make absolute sense and I try to follow them with my website. What troubles me is how not to lose yourself in the process.

    While reading your post, I kept thinking about the little bread shop on the corner … it’s small and I hate to admit it, a bit rundown and dirty. The sign is worn with weather and the decor has seen better days … If you don’t know about it, you would just walk by, although there are days when the smell of fresh bread is just enticing. The only thing that catches your eye is the queue waiting patiently along the path.

    This may sound crazy, but that’s the kind of site I want. The question is … HOW 🙂

    Thanks for the thought provoking post! HUGS <3

  5. Felix. Nater

    Excellent summary of difficult things that must be done. I thoroughly enjoyed your assessment.

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