Keeping people on the page

Getting someone to a client's website is only half the job. Keeping them there long enough to actually engage with the brand is the part most sites get wrong.

What works

• A blog or journal that's actually current: A stale blog is worse than no blog. Update it or don't build it.
• Interactive elements: Calculators, configurators or simple tools that help the visitor picture the outcome do more than another paragraph of copy.
• Testimonials placed with intent: Not buried in a footer. Put proof where someone's about to make a decision.

Build these into the client site properly and you get more than a pretty homepage. You get a site people actually spend time on, which is what turns a visit into an enquiry.