From Clicks to Conversions: 3 questions to ask before you hit publish

When it comes to website design, there are a lot of factors to keep in mind, especially when it comes to user experience. Yes, you might think “I’m just a marketer, not a coder or a designer,” and those things may be true, but chances are you’re the one in charge of the copy that will be on the website and how it flows. Because yes, you are a seasoned marketer who handles big projects like website flow. So here are the three questions you should ask yourself when creating a landing page.

What You Offer

You should ask yourself, “What are you offering?” This is the most important question to ask. When a user logs onto your website, they should understand what you are selling within the first 10 seconds of landing on your page. They should have a clear understanding of who your company is, because if a customer can’t figure out what to do within moments of finding your website, chances are they’ll log off.

Photo: Aerie

A great example: Aerie. What do they offer? Just the softest drop of the season. Their message is clear, simple, and instantly tells you what they’re promoting.

Why You Win

Then ask, “Why should I pick you?” You have to make sure your site demonstrates credibility and looks legit. People are always promoting the same things, but what makes you stand out? Find that thing and market it. Also, focus on the customer’s benefit, not just your product. Make your product seem like a solution to their problem. Chances are a potential customer won’t really care about your company’s story, but they will care about how you can help them with theirs.

What Comes Next

Lastly, ask, “What do you want me to do next?” Your website must have an attention-grabbing call to action that guides users to the next step. Try to make your CTA consistent with your brand so it stays memorable. And most importantly, by thinking this way, you’ll make it easier for users to navigate your site without even needing the search bar, they’ll simply click through your headings and subheadings.

Photo: Glossier

Take Glossier’s current landing page, “The 2025 Glossier Gift Guide.” It doesn’t require any searching and makes the user experience smooth and simple; helping users find the perfect gifts.

By keeping these questions in mind when creating website copy and flow, you’ll not only improve user experience but also boost your conversion rate. And that’s how you make your site fetchin.