The following help to achieve this

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Site header
A well-designed header allows you to kill several birds with one stone: firstly, the user immediately understands whose site he has visited (which eliminates confusion with competitors), and secondly, it is convenient to go to any section from the menu.


Logo : unique, memorable and associatively linked to the offered products (services).

Company name (under or next to the logo): explains which company's website you are on.

Search bar : it is much easier to type a query in it and get to the desired page than to understand the complex structure of the menu and catalog.

A fresh trend in website homepage design is pharmaceutical email lists to include a slideshow or other rotating graphic elements in the header. Some go further and place a video in the background of the first screen.

Navigation menu
Navigation menu

The main menu is usually located right under the header. Navigation can be:

single-level;

two-level.

The menu is needed to navigate through the pages and sections of the site. Therefore, before creating it, you need to think through and design the entire structure of the web resource: distribute materials by topic and title each category. For many sites, a single-level menu is quite sufficient, where all the links are located in a row, on one level.

Read also!

"Website design development: from choosing a style to getting a layout"
Read more
But sometimes, if the number of items is too large, a two-level navigation is required. This solution is often used in online stores: the top level of the menu contains links to the largest categories (about the company, articles or blog, delivery and payment, store), and the bottom level is entirely dedicated to catalog groups. In this way, the menus are separated from each other visually and logically, which improves usability and has a positive effect on the conversion of the site.

USP
USP

Almost all commercial web resources are created for sales. The content and design of the main page of the site should lead the consumer to accept the unique selling proposition of the company. But the USP itself should be well-written.

Here are some tips for creating an effective USP:

First, analyze the business of competing companies: their products, target audience, and offers. Note the strengths and weaknesses of your opponents.

Think of as many benefits as possible that the customer will receive by choosing your company.

Clearly identify your target audience , whose needs are matched by your USP.

Make a list of problems that can be solved with your product (service).

Finally, write the USP itself .

Don't chase long texts: the USP format assumes concise and information-rich texts without "water". Well-chosen images that clearly reflect the benefits of cooperation with you will help make the offer noticeable and convincing.

Case: VT-metall
Find out how we reduced the cost of attracting an application by 13 times for a metalworking company in Moscow
Find out how
Conversion forms
Achieving the main goal of a commercial website — increasing sales — is assessed by conversion rates. The target action, however, is not always limited to a purchase; the following act in this capacity:

call the sales department;

Subscribe to the newsletter;

the actual purchase of the product;

ordering a service, etc.

The simpler and more convenient the conversion form, the less effort and time it takes to fill it out, the more visitors will be converted into buyers (subscribers, customers). A relevant solution is to link the form to Facebook so that the client's full name and contacts are automatically pulled from the social network and he would not have to enter them manually.