How to Design a Website That Encourages Visitors to Take Action

In a world where attention spans are shrinking and competition for eyeballs online is fiercer than ever, how do you create a website that not only grabs attention but also inspires action? It’s a question I’ve often asked myself. The internet is a vast marketplace, a gallery of words and images vying for a slice of a visitor’s limited focus. And yet, somewhere amidst all the white noise, we’ve all encountered those rare, exceptional websites. The ones that make us pause. Click. Commit. They linger in our minds because they connect on a deeper level.

Designing such a website may feel elusive, even mysterious. But at its core, it’s about a handful of essential human truths. It’s about understanding what motivates people—not in a manipulative way, but in a way that aligns purposefully with what they truly need or desire. Let me take you through the process as I see it: practical, empathetic, and, hopefully, thought-provoking.

Understand your audience’s perspective

Imagine walking into a room full of strangers. You wouldn’t start loudly broadcasting your life story, would you? No, you’d quietly observe, look for cues, and try to connect with what they’re feeling. A successful website does the same thing.

The first step is unequivocal: know who you’re speaking to. And I don’t just mean their demographics. Go deeper. What frustrates them? What excites them? What keeps them staring at the ceiling at 2AM? Understanding their internal world is key because everything—absolutely everything—on your site hinges on your ability to communicate directly to that.

It’s tempting to make a website that showcases your personal achievements, your products, or your services. But here’s the rub: visitors don’t care about you. They care about themselves. They’re there searching for something—information, solutions, meaning, connection. If your website becomes a mirror, reflecting their desires, challenges, or identity, you begin to build trust. And trust is what drives action.

Clarify the choices you offer

Have you ever stood in the cereal aisle at the supermarket, overwhelmed by 47 different versions of what is essentially the same thing? It’s paralysing. Too many choices can have the same effect on your website’s visitors.

When people land on your website, don’t make them guess what to do next. Simplify their journey by highlighting one or two clear pathways. Perhaps you want them to get in touch or read about a service, or subscribe to your content. Whatever the purpose is, make it obvious. Not boring or pushy—just clear.

One mistake I see frequently is websites cluttered with information, links, and blinking call-to-actions all competing for attention. The truth? The paradox of choice is real. The clearer the action, the more likely someone is to take it.

Speak to the emotions, but keep it honest

At the heart of every decision, no matter how logical it seems, is an emotional impulse. This is why storytelling is such a powerful tool in design. Stories anchor emotions to our rational choices. Think for a moment about your own decisions. A purchase, a subscription, or even signing up for a cause—it likely carried a seed of emotion. Perhaps it resonated with your values, gave you a sense of belonging, presented excitement, or resolved anxiety.

If your website feels robotic or overly transactional, you risk alienating people. Integrating a story that’s honest and authentic can bridge this gap. For example, if your product or service solved a personal challenge or has positively impacted someone’s life—share that, briefly and meaningfully. But don’t manipulate. People are intelligent, and if there’s one thing we all dislike, it’s being played.

Design for clarity, not cleverness

If I had to point to one error I’m convinced drives visitors away, it’s design for the sake of design. Those overly clever interfaces that leave you scratching your head, the cryptic symbols instead of words, the endless scrolling trying to find what you’re after. There’s a desire in the design world to stand out by being “different,” but this can come at the expense of clarity. And clarity is king.

Your website’s appearance, while important, should always serve its functionality. Think of it as a dialogue, where every design choice communicates something. Colour, layout, typefaces—everything carries meaning. A minimalist site may project sophistication, while bold imagery might communicate energy.

But always test this on actual humans. Just because it looks sleek to you doesn’t mean it’s intuitive to someone else. Dating your audience’s pain points, nurturing their emotional impulses, and guiding them clearly forward? All of that can crumble if your website is tough to navigate, sluggish, or unintuitive.

Social proof matters, deeply

Think of the last time you tried a new restaurant. Did you look at online reviews? Did someone recommend it? We’re social creatures. We lean on the experiences of others to validate our own choices. Websites that encourage action understand this, and they incorporate social proof effectively.

Testimonials, case studies, reviews—these aren’t mere ornaments. They’re powerful tools to show, not tell, why you’re worth trusting. When visitors see others have already walked the path, they’re more likely to follow. But again, honesty is paramount. Over-flattering or vague endorsements won’t cut it.

Tailor your tone

The way you speak matters as much as, if not more than, what you’re saying. I always picture ambling into the living room of your ideal audience. How would you talk to them in person? This same tone should echo in your words, your calls-to-action, even your error messages.

A conversational style might work well for businesses focused on individuals—coaches, freelancers, wellness industries—where personal connection reigns supreme. Conversely, corporate solicitors or financial consultancies will find a professional tone builds more credibility with their audience.

The point is, be human. Whether polished and formal or casual and inviting, avoid falling into the trap of overcomplicating your language simply to sound impressive. Authenticity resonates; pretentiousness alienates.

Optimise the journey

The best websites aren’t designed to simply be looked at; they’re designed to be experienced. Ask yourself, what does the journey look like for your visitor from start to finish? To truly understand this, walk through the journey yourself, or better yet, watch someone else do it.

Does your homepage load quickly? Is it intuitive to navigate? Does each page naturally guide toward the next logical step? Most importantly, does it mirror what your audience would find meaningful in any given moment? A detailed product description doesn’t belong on the homepage, just as a “buy now” button feels abrupt right after a blog post.

The journey should feel seamless. A subtle hand guiding visitors without them even realising. That grace is the mark of thoughtful design.

End with value, not desperation

When all is said and done—when the visitor has skimmed, lingered, or read deeply—ask yourself: have you left them with something? That “something” could take many forms: a piece of wisdom, a helpful resource, a beautiful idea, or something as pragmatic as a discount code.

What it should never be is desperation. Don’t beg people to buy, follow, or engage simply because you want it. Instead, focus on giving more than you take. Create genuine value, and action will follow naturally.

I’ve often thought of websites as living entities. They evolve, they breathe, they have personalities. They fail or succeed depending on how they’re nurtured and who they serve. At their best, they go beyond being mere digital façades. They become spaces of connection, inspiration, and purpose.

Are your visitors leaving your online space better than they found it? If the answer is yes, chances are, they’ll be back. And when they return, action will rarely be far behind.

Sarah Wu
Digital Strategist & Web Designer
Book A Discovery Call