Social media is changing how people talk and feel about brands, making it super important for businesses to really care about their followers. One major shift happening on Instagram and TikTok is that people are engaging with brands that genuinely care about them and prioritize their experience.
I want to tell you how you can steal this and use it in other areas of your business to boost your conversions, especially on your website. You can pull this Instagram engagement trend into your website to create an experience that is immersive, enjoyable, and it has empathy for the person using it.
By making your website feel more like a friendly place that understands and cares about your visitors, you can make more people want to stick around and maybeeee even buy something. Heck yes.
In concrete, applicable language, here are three ways to implement this:
- Make your website easy to use so people can find what they need
- Use strong fonts, colors, and images to create an immersive brand experience
- Write in a way that feels relatable and empathetic for your visitor
1. Make Your Website Super Easy to Use
A website that’s easy to navigate is crucial for keeping your visitors interested and engaged. This concept, known as user experience or UX, ensures that visitors can find what they’re looking for without any frustration or friction. A well-designed UX can significantly increase the chances of visitors taking the actions you want, such as making a purchase or signing up for your newsletter.
Your website should be straightforward to use from the moment a visitor arrives. This means having a clean layout, intuitive navigation, and clear calls to action. A simple design helps users focus on what’s important without getting overwhelmed by too much information or too many choices.
I have a blog post full of actionable tips for how to make your website more user-friendly!
You should be gathering and acting on user feedback. Listening to your visitors can provide valuable insights into how to improve your website. Whether it’s through surveys, feedback forms, or user testing sessions, understanding the challenges and preferences of your audience can help you make meaningful enhancements to your UX. My favorite free tool for this is Microsoft Clarity, where you can analyze user behavior and even watch session recordings of people using your site.
By prioritizing the UX on your website, you’re increasing the likelihood that visitors will engage with your content and take desired actions.
2. Create an Immersive Brand Experience
Visual design plays the biggest role in creating an immersive brand experience on your website. You should be using your brand visuals to help communicate your brand’s story, values, and personality. Since visuals are processed 60,000 times faster than text, having a distinct visual language can help your visitors identify immediately if they belong in your space. The right combination of colors, fonts, and imagery can evoke emotions, convey messages, and enhance the overall user experience, encouraging deeper engagement and conversion.
Choose a color palette that reflects your brand’s character. Colors can significantly impact how your brand is perceived and can influence emotions and behaviors. For example, deep navy can communicate seriousness, trust and security, while bright aqua might convey playfulness, optimism and happiness.
The typography on your website should not only be readable but also match your brand’s tone. Elegant serif fonts can appear more traditional and elevated, while round sans-serif fonts are often seen as modern and approachable. Selecting the right font helps ensure your messages are communicated effectively.
High-quality, relevant images can significantly enhance the user’s experience by providing visual context and appeal. Images can make or break a website. Whether you’re using photographs, illustrations, or videos, ensure they are high quality, align with your brand identity and add value to your content.
Once you have a clear brand identity defined, make sure your visual elements are consistent across your website and other marketing channels. This consistency helps reinforce your brand identity and makes your brand more memorable to visitors.
3. Write Relatable, Human-Centric Copy
The way you communicate through your website’s copy can significantly influence how visitors perceive your brand. In 2024, where authenticity and relatability are more important to consumers than ever before, it’s crucial to ensure your messaging resonates on a human level. This means moving beyond how you think you’re “supposed to write” and embracing a tone that’s friendly, relatable, and engaging.
Speak directly to your audience. Use language that reflects how your target audience communicates. This is often called “voice of customer” copy. Addressing the reader as “you” creates a more personal connection, making your message feel like a one-on-one conversation rather than a broad broadcast.
Use relatable language. Avoid industry jargon and complex terminology that might confuse or alienate your audience. Instead, opt for clear, straightforward language that anyone can understand. This approach helps ensure your message is accessible to a broader audience.
Incorporate storytelling. People are naturally drawn to stories. By telling both your brand story AND your customer’s future story (this is the story they could live if they buy your offer) in your website copy, you can engage readers more deeply, making your brand more memorable. Share stories of how your products or services have helped others or explain the passion and purpose behind your brand.
Show empathy and understanding. Demonstrate that you understand your audience’s needs, challenges, and desires. Empathetic messaging shows that you care about more than just making a sale, fostering trust and loyalty among your visitors.
Focusing on human-centric messaging will help you enhance the readability and appeal of your website’s copy so you can build stronger connections with your audience. Empathy & a human touch can lead to higher engagement, increased trust, and ultimately, better conversion rates.
Need a Strong Foundation for Your Website?
My Showit website templates are perfect for you. I design strategic, robust website templates that are design-optimized for conversion AND look like they belong on your Pinterest website inspo board. Not only can you feel confident that your website is user friendly, but it also checks the boxes for strong visual design so you can create an immersive brand experience for your visitors! You can check my Showit website templates out here.
Addy Lopes
The girl behind Encontro
Hey, I'm Addy! And I believe that marketing becomes enjoyable for everyone when brands put people first.
After 5 years of running my business, I realized I had let a lot of stale information clutter my brain and hold me back. I wanted to move on from the marketing status quo.
I decided to reimagine the way I market & grow my business. I ditched the constant opt-in freebies, launches based around urgency, and shouting into a void on social media. Cozy marketing was born.
There are no silver bullets in entrepreneurship, but by creating a brand you (and your audience) can’t wait to show up for, you dramatically increase your chances of success.
Let me teach you how to build a world that invites people in & makes them feel at home. Your journey begins with my Build Your Brand World mini course, linked here.
