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9 Tips on Designing Your Company’s Website

website design tips

Your company website is an essential digital marketing and sales tool. No matter what industry you’re in, it must be able to convey your brand messaging and generate sales or leads effectively.

With so much competition online, having a simple website isn’t enough; you must follow best practices for structure, make it responsive and easy to navigate, and follow user experience (UX) web design tactics to ensure a good experience that leads to a higher conversion rate.

Your website can make or break your business, so you must focus on a stellar design. Here are a few tips on designing your website

1. Make It Responsive

Mobile responsiveness is crucial for all modern businesses because your customers will likely use their mobile devices to find your business online. Younger generations use their phones for everything, so if your target market is below the age of 40, your website must be mobile-responsive to ensure all your customers can easily access and use your website.

If customers land on your website and find it difficult to navigate or read because it’s not responsive, they’ll quickly abandon the site and possibly end up transacting with your competition just because their site was mobile responsive and yours was not. 

A poor mobile experience can also affect your website in other ways. For example, it may impact your search engine rankings, making it even more difficult for customers to find you online. 

2. Consider Navigation 

Your website must be easy to navigate by limiting your top-level menu to labeled tabs with related pages under them. This type of content hierarchy can help users easily navigate your website to find what they’re looking for, providing them with a better user experience.

You should also make it easy to go back to your home page, no matter which pages your visitors are on. 

3. Have Clear Calls-to-Action (CTA)

Every page on your website should tell visitors what to do next, whether you’re selling products online or want them to enter your sales funnel. For example, a B2B company may ask prospects to fill out a form to learn more information about different services, while an e-commerce website may have an “add to cart” button to make it easier to shop online.

Every landing page needs a clear CTA that encourages visitors to do something, whether it’s to buy a product, contact you, or download marketing collateral. 

4. Consider the User

Your website is a tool for your business, but it should help you easily communicate with visitors. If your website promotes your business and doesn’t explain why visitors should take action, they won’t. Designing your website for its users can help improve their experience and increase conversions. Most visitors spend most of their time online skimming pages, so your website should offer helpful and useful content that’s easy to understand and read.

Since your website is a digital marketing tool, it must highlight customer problems and your solutions. The reason why you’re in business is that you offer your customers something, whether it’s a product or service, that’s a solution to their problems. Highlighting their problems can help you engage them in your content, but you must discuss your solutions. Instead of focusing on why your business is the best, discuss how your solutions can help customers. 

5. Use High-Quality Images

Websites must be visually appealing with the use of high-quality images. However, you must use a mix of media to engage visitors, including pictures, graphics, icons, infographics, and videos.

Visuals make it easier for visitors to process information and learn about your products and services. However, they can also influence emotions for better or worse. For example, using high-quality images that can help show what your products and services do can make visitors want to take action. Meanwhile, using stock photos or images that don’t support your website copy can confuse visitors. 

6. Use White Space

The last thing you want to do is overwhelm website visitors and make it difficult for them to understand what your website is about. Having a simple, clean design can help you focus your users’ attention on where you want them to go.

White space prevents a cluttered appearance, allowing you to communicate value. Since too much clutter can be stressful, you don’t want to scare visitors away and force them to go to competitors just because they have a cleaner design. 

White space simplifies your design by making it easier for visitors to skim and read while not overwhelming them with too much information at once. 

7. Choose Colors Wisely 

Using the right colors on your website is a necessity for ensuring a seamless brand experience. Graphic designers learn about the psychology of color early in their studies, but it essentially boils down to the fact that different colors can evoke different emotions from customers. For example, blue cultivates trust, while green makes people think of the environment or outdoors.

If you already have brand colors, learn a little more about the psychology behind them to determine whether or not they’re effective at making your customers feel what you want them to feel about your business. From there, you can begin using those colors on your website. 

8. Showcase Products and Services on Home Page

If your business sells products and/or services, they should be highlighted on the home page. Unfortunately, many small business websites fail to show products or services on the home page, making it difficult for visitors to understand what the business does.

Showcasing your main offerings on your home page can help visitors understand whether or not they’re in the right place while allowing you to lead them down the right path to convert them. 

9. Don’t Forget a 404 Page

While you want all your website pages to work perfectly, your visitors might mistype a URL or somehow end up on a page that doesn’t exist. 404 pages are a must for every business website. While a 404 page might seem unimportant, you’d be surprised how many visitors land on them.

If you’re using analytics (such as Google Analytics), you can determine what leads customers to these pages to help create a better website structure. 

However, now and then, customers will land on them when a webpage moves to a new URL, your server goes down, or they type in the wrong URL. If you don’t have a 404 page, you’ll lose the visitor. Having a quality 404 page will keep a visitor on your website and redirect them to the right page or resources where they can find more information about your business and its products and services. 

Final Thoughts

Your website is a necessary part of your marketing strategy, allowing you to gain a competitive advantage and successfully generate leads for your business. However, it’s not enough to have a website; your website must convert visitors.

Using analytics tools, you can learn more about user behavior and web traffic to test different elements of your website to optimize conversions and increase your revenue.


Ashley Nielsen earned a B.S. degree in Business Administration Marketing at Point Loma Nazarene University. She is a freelance writer where she shares knowledge about general business, marketing, lifestyle, wellness or financial tips. During her free time she enjoys being outside, staying active, reading a book, or diving deep into her favorite music.

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How to Automate Your Cold Email Outreach in 6 Easy Steps

Automated emails acquire hot leads that bring in actual revenue for your business. And you don’t need to take our word for it—we’ve got data to back this up:

  • Nearly 4.26 billion people use emails worldwide, meaning you can quickly get in touch with a person through email.
  • 64% of B2B marketers say their email marketing strategy was effective for meeting business goals in 2021

Clearly, mastering cold email outreach is a worthy initiative.

Automating email outreach sets your campaign on a clear path forward—provided you implement it successfully. If you’re wondering where to start, you’ve come to the right place. 

Keep reading to see our fool-proof six-step strategy to automate your email outreach.

Benefits of automating cold email outreach

Here are some concrete reasons you should try automating your email outreach:

  • Personalize your cold emails at scale. Using automated cold outreach tools, you can take your emails to another level, from personalized text to personalized videos and images. 
  • Higher ROI. Automated cold outreach helps you send more emails and reach out to more people. This increases your chances of getting more responses from your prospects. 
  • Track the success of your outreach. By automating cold emails, you can document and measure the progress of your outreach. This enables you to increase your output or make changes to your follow-up emails based on customer behavior.  

Who should automate email outreach

For those who want to bolster their lead generation efforts and secure high conversions, automated outreach is essential. 

The average click-through rate for cold email rose significantly to 10.3% in 2021, compared to 3.4% in 2020, so it clearly works. If you want to nail cold outreach and create relationships that are meaningful to your business, automation is your best bet.

6 steps to automate outreach

You can easily set your email campaigns on a roll using this quick six-step guide.

Step 1: Identify lead buckets and segments

First, look for places to pull a list of qualified names and companies. Then, segment them or place them into “buckets.” Tools like LinkedIn Sales Navigator find leads based on criteria such as industry and location. 

Lead buckets organize and segment your leads so you don’t waste time emailing prospects that are not in your target audience. Look for common features among your prospects and group them according to those features. 

Let’s say everyone in your target audience works in marketing. Group the recipients into buckets like marketing directors, marketing managers, and CMOs. When you craft your email, you can choose the specific bucket or segment you want to reach out to. 

Sending an effective cold email requires you to consider relevant information about the recipient, which is something creating a target audience persona can help with. For example, create personas for people with the same job function, common pain points, industry, or location.

Step 2: Automate prospecting

Use automation platforms to create email sequences and schedule multiple attempts at once. Simply write effective link-building email templates tailored to the target audience persona you’ve already established. Then, use A/B testing to figure out which email templates work best. 

Next, use email automation software to store your customized email templates and automate the repetitive parts of prospecting. Then, access and schedule emails for outreach. 

Be sure to train your prospecting team in the process while you’re at it. Consider a virtual personal assistant to help if you don’t have the capacity for a whole team.

Step 3: Craft separate email pitches based on segments

Now that we’ve discussed customizing email templates, you can create templates based on the lead segments you identified. Personalized emails will stand out in prospects’ inboxes. 

Your email templates should be as authentic and personalized as possible to evoke a response from the receiver, like in this HubSpot template below:

Note how the template is based on a common pain point in an industry niche. Personalizing emails to match lead segments proves your investment in solving your prospects’ priorities.

Step 4: Automate follow-up emails 

Following up is a constant feature on any sales experts’ tips on cold emails, especially to increase the response rate. In fact, a study by Propeller revealed that 80% of sales require five follow-ups after the first email to make a sale. 

Manual follow-up for each email recipient takes a lot of time. Before long, it’s essential to automate it.

A follow-up email may be generic and fail to catch your prospect’s attention. Consider this example as one to avoid:

Hey, [First Name],

I hope you are well. I’m just following up on my previous email from last week to see if you had a chance to consider [business solution].

I’d love to talk with you to demonstrate how we could help you with your next event. 

Would any particular time suit me to give you a quick call?”


[Your Name]

Before automating generic follow-ups, consider your relationship with your prospect. Did they respond to your initial email? How long should you wait before sending a follow-up email?

Here are some relevant email follow-up cold email guidelines:

  • Send a follow-up email if there was no reply to the first email
  • Send a follow-up after at least 3-4 days of initial contact
  • Send at least 4-5 follow-ups until a reply is received

With automated email outreach software, you can automate sending based on triggers. This lets you follow up persistently without manually tracking when to send which follow-up email template. 

In a nutshell, automated follow-up emails save time. They decrease your workload while giving you room for personalization. 

Step 5: Use an email campaign and prospecting tool

An email prospecting tool helps you scale highly personalized emails, thereby increasing the productivity of your sales team. But be sure to choose a reliable prospecting software that can meet your business needs and deliver results. 

Here are a few essential components to look for:

  • Personalization features: Personalization is an integral part of your cold email campaign orchestration and should be present in your email campaign tool. While some tools offer only text personalization, others go as far as providing image personalization. So look out for the one best suited to your business.
  • Email tracking: Email tracking and analytics give you an overview of open, click, and response rates. So any good tool must have this feature.
  • Outreach campaign automation: The process of creating and sending campaigns is easier when automated, so an ideal tool should be able to do this.
  • Email deliverability features: A good email campaign tool delivers your emails straight to your recipient’s inbox and includes features like adding a delay between emails.

Reliable email prospecting platforms for your business find targeted prospects by using email finder tool, launch custom campaigns, personalize messaging, and manage your cold outreach process in one place.

Step 6: Monitor performance and optimize

The final step in automating your cold email outreach is tracking your performance and optimizing. Some vital content marketing metrics to monitor include:

  • Open rate: This is the percentage of people that opened your emails. Currently, the cold email open rate is at an average of 22%, so aim to reach or beat this number. Rewrite and A/B test your subject lines—catchy subject lines increase open rates. 
  • Response Rate: This is the number of replies received from the total number of emails sent. It involves any positive action taken on your emails like clicking a CTA, watching a video, or subscribing to a newsletter. Advanced personalization and email follow-ups increase your response rate.
  • Conversion rate: This metric indicates the percentage of recipients that convert into paying customers following your email campaign. In 2020, the conversion rate for cold emails was 15.11%, so it’s a good target rate to keep in mind when optimizing. 
  • Bounce rate: This is an important metric to track—it’s the percentage of emails that fail to be delivered. If your bounce rate is higher than 2%, email service providers may label you as spam, so always take note of that. 

Skip these steps with a PR strategy 

While automating email campaigns is a great way to create brand awareness, ask for referrals, and drive conversions, a good PR strategy is an easier option. 

Reach your target audience through PR projects like print media, radios, and town publications. Plus, enhance PR results using behavioral targeting by determining how your target audience consumes press and media coverage.

Better yet, hire a SaaS PR agency like PRmention and sit back and relax. From securing brand coverage from leading journalists to creating sellable pitches that pique curiosity, we can do it all—and do it well. 

Get more media mentions—and more clients—for your business with PRmention today. 

Author Bio:

Rana Bano is a one-part B2B content writer and one-part content strategist. She uses these parts to help SaaS brands tell their story, aiming to encourage user engagement and drive traffic.

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