Structure

• Strive for an attractive design.
• Determine the main goal of your site and steer your visitors toward it.
• Place conversion elements and the most important information you want visitors to read at the top of and bottom of your homepage. 
• Make important things super easy to find.
• Get rid of anything that isn’t absolutely necessary to the design.
• Use whitespace effectively in your design so that it draws the eye in toward the call-to-action.
• Incorporate multimedia such as video, audio, or other interactive content.
• Boost conversions by limiting the number of choices users have.
• Never stop testing your website and improving it.

Navigation

• Simplify your navigation, removing non-essential navigation elements.

Headings

• Have a Unique Value Proposition (UVP) and make it crystal clear in your headings.
• Tell visitors in your main heading why they should do business with you and the benefit of it.
• Make your heading brief and to the point.
• Bring out a user’s “pain point” in your headline.
• Make sure your subheading flows smoothly into your body copy.
• Brainstorm at least 10 possible headings before choosing the strongest one.

Content

• Break up long paragraphs into small, easily scanned “chunks”.
• Make content scannable by using sub-heads, bullet points and bold.
• One topic per sentence, one topic per paragraph, one message per page.
• Write as you speak.
• Match the language to the reading level of your audience.
• Use power words to make your copy more enticing and engaging.
• Avoid jargon, hyperbole, obscure acronyms and excessive punctuation.
• Tell visitors exactly what they’re going to get.
• Clearly state the benefits of your product or service.
• Answer the question that’s on your customer’s mind, which is “Why should I buy from you instead of a competitor?”
• Address your visitors most important objections up front.
• Summarize the benefits of your product or service as bullet points before you ask for the order.
• Use quantifiable facts and don’t be vague.

Images

• Use fewer but larger images.
• Use high-quality images. 
• Use eye-catching images
• Your images must convey the main point or purpose of your page.
• Use images of your product being used by a customer.
• Use images with upbeat (happy, smiling) people on your homepage to increase familiarity.
• Use real photos instead of lifeless stock pictures that are irrelevant and bland.

Video

• Use video to humanize your brand.
• Include video on your website to help demonstrate your product or provide tutorials on how it’s used?

Colour

• Choose a colour scheme that evokes the emotion that you want your brand to convey.
• Use contrast to keep text, headlines, and call to action buttons noticeable and readable.

Call-to-Actions

• Have a clear purpose for what you want your website visitors to do.
• Use CTA buttons rather than links. 
• Make calls-to-actions highly visible.
• Place your main call-to-action in the top section of your homepage.
• Use action language that spurs visitors to act.
• Use text that creates urgency.
• Use hover effects on your buttons (e.g. make them change colour on mouse-over) to make them more satisfying to click.
• Test variations of your CTA button.

Products

• Show clear images of your products.
• Let customers know how much of an item is in stock.
• Don’t create a false sense of urgency.
• Recommend related products.
• Don’t offer too many options.

Prices

• Show your price compared to that of your biggest competitors to let people know they’re getting a good deal.
• Offer a price match guarantee.
• Offer bonus discounts on future purchases or free shipping at checkout.
• Go beyond conventional and offer discounts or special promotions for unusual reasons.

Payment

• Don’t require registration in order to buy. 
• Offer various payment options.

Guarantee

• Include a no-questions-asked refund policy on all purchases.
• Put your refunds/return policy or guarantee below your checkout.

Testimonials

• Use testimonials as social proof.
• Provide results-oriented testimonials that quote facts and numbers.
• Increase credibility by including video testimonials along with a customer’s photo.
• Include logos of any news or industry-leading sites you have been a get started testimonals feature in.

Forms

• Include as few fields as possible.
• Don’t ask for more information than what you truly need on your forms. 

Contact Details

• Make sure you include contact info. 
• Consider adding a “Click to Call” option so that visitors can have you call them at their convenience.
• Offer live chat to help answer questions and alleviate concerns.

Ordering

• Display the methods people can order on your website? By phone? Fax? Catalog?

Security

• Include a third-party security seal such as Verisign if selling products.

FAQs

• Include a FAQ about each of your products to help minimize customer inquiries or complaints.