There’s an old architecture axiom attributed to Louis Sullivan that has become a guiding principle of modern design for everything from coffee pots to skyscrapers: form follows function. In fact, Frank Lloyd Wright took the idea a step further when he said that form and function are one, and we’ve found that principle even holds true in the digital world as a successful website conversion strategy.
In the context of a website, you might think of form and function as user interface (UI) and user experience (UX). Studies show that both are critically significant to the success of your brand’s website, with good UI and UX design leading to 200 and 400% increases in conversion rates, respectively. Websites remain a primary touchpoint for consumers when considering your brand, so it’s important to create an experience for them that is visually engaging, as well as an intuitive path to participation.
At a brand storytelling agency like (spark), great websites are our skyscrapers, but we know how daunting they can be. They require strategy, creativity, and regular maintenance, so we’ve drawn up a blueprint brands can follow to help improve their conversion rate.
Let Your Story Shine
We’ve all heard “don’t judge a book by its cover,” but let’s be honest: first impressions have an impact. Research shows that users’ judgments on website credibility are 75% based on a website’s overall aesthetics. That means how you present your brand story is just as important as the story itself. Visual storytelling creates emotional connections with visitors that can help drive engagement and conversion, and the brands we’ve helped at (spark) have found that investing in quality photos and videos upfront pays dividends in the long-run. Professional photography, videography, and design aren’t just aesthetic choices; they signal credibility, quality, and desirability.
Video, in particular, remains one of the leading contributors to the success of a website or landing page, followed closely by other imagery. According to some studies, the presence of video can boost conversion rates by up to 80%. It offers brands a concise, creative medium to convey solutions-focused messaging that connects with consumers’ values and pain points rather than hard selling or informing through a list of product features.
In addition to video, the advancement of web development and AI tools has given marketers even more dynamic, visual elements to add throughout their sites, such as:
Finding the right elements and aesthetics to tell your brand story can be a challenge, but partnering with an experienced brand storytelling agency like (spark) can guide you in the process and ultimately elevate the way your brand is perceived, drive deeper engagement, and improve conversions.
Not All that Glitters is Gold
An eye-catching website will help your brand stand out, but it’s important to remember that even the most stunning visuals won’t convert if your visitors can’t find what they’re looking for. An underlying seamless user experience ensures that users move effortlessly through your site, reducing frustration and increasing the likelihood of engagement. Building a great UX starts with understanding your audience and the journey you want them to take from discovery to conversion. Some keys to an effective UX include intuitive navigation, personalized user journeys, and strategically placed calls-to-action, all built on solid audience research.
Leap Group agencies have years of experience building research-based consumer journeys that help us develop personalized and positive digital brand experiences for our clients, like Premier Health. As the largest healthcare provider in Central and Southern Ohio, Premier Health was suffering from a common problem in healthcare – too much content stuffed into the existing website with little to no thought about a good consumer experience. Through years of stakeholder requirements, the website was bloated, disorganized, and offered multiple calls-to-action at every turn.
Through stakeholder interviews, local focus groups, and regional surveys, our team uncovered a series of user personas requiring unique web content, features, functions, and on-site customization. Responding to the needs of each persona, we created a personalized journey that would segment users based on their end goal and guide them to the information or function they were seeking, such as integrated MyChart access. The simplified content and helpful, guided navigation led to an increase in organic traffic, “find a doctor” conversions, and MyChart registrations, marking a new chapter of user trust for the brand.
Whether you’re working with an internal team or partnering with a brand agency, ultimately the goal of your site’s UX is a structure that supports both engagement and conversion, maximizing the effectiveness of every visit and creating an experience that sets the stage for compelling visual brand storytelling.
Don’t Become a Relic
The great thing about a good website is that, while it may be analogous to an architectural masterpiece, it is in fact not set in concrete. A site should remain up-to-date, fresh, and relevant to your users. With a good foundation in place, that shouldn’t require a full remodel every year, but it does require regular monitoring, testing, and tweaking to determine what’s working, what’s not, and which new trends might help meet your consumers’ developing needs.
Studies show that 94% of people don’t trust outdated websites, and brand marketers will attest that it’s exponentially harder (and more expensive) to regain brand trust than maintain it. Monitoring and analyzing user data across your website and optimizing accordingly is a great way to build and maintain that trust.
Here are a few ways to monitor your site and maintain (or increase) conversion rates:
Build Your Brand Masterpiece
An effective website is a blend of science and art; it requires user-friendly functionality that guides users toward conversion and creative visuals to capture their imagination and build brand affinity. When executed correctly, a website doesn’t just inform visitors about your brand; it immerses them in your story and inspires them to take action.
If you’re ready to design a new website — or simply want to optimize yours with high-quality video and photography — our team of experts is here to help. As a leading brand storytelling agency, we specialize in creating digital experiences that engage, inspire, and convert. Contact us today to get started building an unforgettable brand story together.
