Building persuasive strategy into your small business website

As one of the most important marketing tools you have, your website should always be at the heart of your business marketing strategy. Moreover, ensuring your website has a functional and persuasive design should be a priority.

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Persuasive strategy

In many instances, your website will be the first contact point your customers will have with your business. You have a short amount of time to make a positive impact and persuade individuals to do what you would most like them to, whether that’s make a purchase, sign up for your newsletter, download your eBook, or give you a call for some further information.

Implementing persuasive design

To do this successfully, you need to know what your audience is looking for and what motivates them. It’s too easy to get caught up in some of the smaller elements of web design, and whilst colours and fonts are important, implementing a successful persuasive strategy should be a core aim.

Econsultancy has put together an article, detailing some examples of successful persuasive design, but here are three important things to keep in mind.

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Reflect your audience

As every experienced Cardiff web designer knows, appealing to the interests and characteristics of your target audience is vital. You need to know who they are, what they like, and what they’re looking for from your website. Do they want to browse a professional website, or are they looking for something more relaxed? This information will help you to tailor your copy, imagery and design elements to suit their tastes.

Reflect your product

Experienced web designers, such as the team behind this agency, will work closely with you to implement a design that works for your customers, but also ensures that your brand stands out. Consistency is important for maintaining clarity, and this means that your design should always reflect the products or services your business provides. If, for example, you specialise in a service that will simplify the working lives of busy professionals, your website should not include an excessive amount of superfluous or distracting details.


You need to make sure your audience can achieve their goal within a few simple steps. If they need to navigate several pages just to find your contact information, chances are they’ll abandon their search and look elsewhere for a product or service that meets their needs.