The Secret Formula to Creating a Killer Web Page
Have you ever been to a website that had a great homepage but all of the rest of the pages fell flat? Or worse, been lost on a website that didn’t have clear organization or purpose? At Designzillas, we work to ensure that every web page on our client’s websites are designed, developed, and written in a way that incorporates a sense of “magic” within each page.
Today I’m going to be breaking down our magic formula that you you can use to ensure every page on your website is setup in a way that will delight your visitors—and we’ll even provide you with a free template to better organize your web page strategy.
The Magic Formula
So what exactly is the magic formula that we use? First, we want to ensure that we have identified the most critical pages that a business needs to be successful. In a previous episode, we talked about finding your website’s CORE. This is a critical step in identifying what the key pages are that are needed for your business to convert your visitor into leads and customers.
Once you have outlined your top pages, we then go through the process of creating a PPD for every page. PPD stands for “Page Purpose Document.” This is the strategic formula we use to ensure that every page is on target and incorporates the magic needed to drive success for that visitor.
Inside the PPD we cover: Say, See, Feel and Action. Meaning, what do we need to Say, what does the user need to See, how does the visitor need to Feel, in order for them to take the primary Action this page was created for. This allows all team members to be in alignment towards the common purpose and goal for each of the web pages within the website.
So, what do we need to say to the visitor? This functions as the content strategy outline for our team to uncover the most important topics needed for the visitor to learn what they need for each page. The “Say” portion of the PPD is not intended to hold all of your web page’s copy, but the most critical content topics.
Let’s take look at one of our recent clients, Lockbusters Escape Game. The “Say” portion of their Rooms page might include topics such as:
- How many people can this hold?
- How difficult is this room?
- How long does it take?
- How much does it cost?
It also helps us organize any specific keywords or key phrases important for SEO that needs to be accounted for on this page. Typically we use a “primary keyword.”
Now that we know what to say, it’s important to know what the visitor needs to see. This outlines any specific imagery, graphics, logos, or material necessary for the user to see in order to support them to take an action. This allows the design team to have a clear picture of the creative needs necessary for the user experience.
For Lockbusters, it was important for the visitor to see pictures of the rooms, high-end graphics that help create an atmosphere and visuals that help align with the brand’s goal of being the most immersive escape room experience.
It’s critical that the “See” portion of your website continues throughout the interior pages in an effort to maximize the visitor’s experience throughout their entire journey.
Often times this step is overlooked on interior pages and can leave the rest of the website feeling flat and boring. Don’t only invest in making your homepage look superior. It’s critical that the “See” portion of your website continues throughout the interior pages in an effort to maximize the visitor’s experience throughout their entire journey.
So we know what we need to say and what they need to see, now we outline what the visitor needs to feel. A feeling is a subconscious emotional reaction and it’s important that we use that emotion to help drive our visitors towards the action we want them to take.
For Lockbusters, we wanted to create a feeling of mystery and wonder. As the most immersive escape room, our goal was to have the visitor get lost in the wonder of the website through an intense level of detail.
That feeling is the emotional driver we use as the ‘tipping point’ to move the visitor from browsing the website to taking the action that we want them to take.
Every page on your website should have a clear call-to-action—the end goal of this page and it’s purpose for existing. This may seem like an obvious thing to plan for, but often times interior pages can serve as a catch-all for content and end up being dead ends for the visitor without a clear path and action established.
It could be simply to move them to the next page within the funnel, but you need to take the time to organize your primary action for each page so that the entire team knows what the goal is.
So, every page needs to have a Primary Action. That action isn’t always to fill out a form, subscribe to something, or purchase a product. It could be simply to move them to the next page within the funnel, but you need to take the time to organize your primary action for each page so that the entire team knows what the goal is.
For Lockbusters, it was to get them to “Book this Room”. The call-to-action should be obvious and not force the user to think. With being supported with the Say, See, and Feel it acts as a magnet for the user to naturally draw towards that action and perform it with ease.
Why is this a “magic formula?”
By taking the time to give every web page a purpose, it ensures that there is a strategic outline on how you can drive success for each page. This is considered a magic formula, because it works. We have seen this methodology continue to drive astronomical success for our clients and most importantly it ensures the visitor has a world-class user experience.
By utilizing this methodology, you create a magical effect on your website’s conversions and overall success when every page clearly identifies what it needs to say, what the visitor needs to see, how the visitor needs to feel, and the action we want them to take.
Accessing the PPD Template
It’s our goal to make the web a better place and would love to share the love to ensure you are doing your part by giving every page on your website a clear purpose.
Hearing about growth-driven design for the first time? Learn more about the three pillars of GDD and how this methodology can help you solve your greatest marketing challenges.