When you’re building out your website, the template you choose matters more than you might think. Choosing the right template is about more than getting the right aesthetics – it’s about finding a template that is either already optimized or can be customized to support conversions.
Conversions are everything. If you build a beautiful website, but nobody buys your products or signs up for your email list, all you have is a fancy online business card. If you’re not sure where to start, this article will help you choose a template that will support you in generating conversions.
Get a website evaluation before installing a new template
If you’re looking for a new template to give your website a facelift, get an evaluation first. Don’t just change your template because you think your current design is lacking. It’s possible that your current design is highly effective, and you don’t want to change something that is working in your favor. If you’re lacking conversions, it might be because of something simpler, like your copy.
Ideally, you’ll want to get your site evaluated by a professional marketing agency with experience in your industry. For instance, Active Web Group offers evaluations for web design in Long Island and their service will tell you where your site could use some improvement. You might find that your existing template is fine, but you need to alter your colors, typography, and calls to action.
Look for the email signup element
Does your ideal template include a sample email signup element? Is it placed in an optimal location above the fold? This is important to notice because if you can’t place your email signup form in the right place, you’ll need to pay a developer to customize your template to accommodate the proper placement.
However, altering a template to create room for another element won’t necessarily be simple customization. While most customizations are possible, it takes more work to rearrange the structure of a template than it’s worth. If the structure of your desired template needs to be altered, you’re better off finding another template.
Take a look at TRUiC’s QR code generator, which can help businesses create their own QR codes that have a variety of beneficial functions.
Choose a template that most match your brand
Your brand image can be integrated throughout your website’s design, but it’s going to take more work than it seems. This means spending more money on customizations.
For instance, your brand image might require rounding out some corners, which can involve altering graphics. Making your site represent your brand image also might require customizing the typography, the size and placement of featured images, and more.
If your template has been branded by the developer, you’ll have to spend more time and money removing their branding, if that’s even allowed under the license. This is a common issue with free templates.
In short, customizing a template to match your brand image takes extensive work. You can bypass some of this work by choosing a template that most matches your brand in ways that would be most difficult to alter. For example, typography is easy to alter, but graphics are more difficult. If your theme comes with custom content border graphics, make sure it’s a match.
Choose a template that is easy to edit
You can’t generate conversions if you can’t easily edit your website. While an easy-to-edit site doesn’t directly generate conversions, it makes it possible for you to make changes to your site that support conversions. For instance, say you need to update your call-to-action on one of your sales pages. If your site is hard to edit, you might put off trying to edit your content, during which time you’ll lose sales.
Your ability to easily edit your website template will depend on several factors, starting with your platform. For example, if you’re using WordPress, your template is probably going to be easy to edit. However, some WordPress templates utilize highly complex editing systems that require a huge learning curve to understand.
At the very least, make sure you can easily edit the following:
· Site colors
· Header background
· Your logo
· Footer information
· Page content
· Sidebar content (if applicable)
If you don’t have a dedicated website developer, it’s best to choose a template that you can edit intuitively. Once you learn your way around the back end of your content management system, you shouldn’t have to spend another month learning how to edit your content.
A strong web template can support better conversions
Your website template can make or break your conversions. Having a beautiful design is great, but be sure your design conveys a sense of trust as well. Content will always be king, but getting conversions is easier when you’re using the right template.