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      When it comes to A/B testing, I am a huge fan of Optimize by Google. It empowers you to quickly swap out things such as images, copy, or even button colors. When you test new page variations, you can even choose what percentage of your visitors see each option.

      Optimize is simple to set up, easy to use, and free for most people. It is also worth mentioning that although it is typically referred to as an A/B test, you can run A/B/C or A/B/C/D tests as well. You are not limited to two variants.

      DO THIS RIGHT NOW

      Add Hotjar and Google Optimize to your website and set up at least one A/B test for your home page.

      Dribbble is a community of extraordinary designers showcasing their best work. You can search using keywords (e.g., “real estate”) and categories (e.g., “branding”). You can even search for designs by color, including hex codes. Not only can you find ideas on Dribbble but also you can hire help. Many of the designers there are freelancers looking for work.

      Siteinspire and Awwwards are a curated collection of the best websites on the internet right now. They both update regularly and provide links to visit all the sites they feature. They are also searchable by keyword and category, and they give you the ability to connect with the designers and firms who built the sites you like the most.

      If you're updating your website out of the dark ages and have a budget, do yourself a favor: hire a professional. Have them build you an amazing website and plan to get a new one every couple of years.

      If you take the DIY approach, make sure you adhere to the following best practices.

      Whether you build a new website, update your existing one, or outsource the project, there are six things you should be sure you factor into the design.

       One Column

      A one-column layout allows for a one-page, one-purpose approach. Two- and three-column website designs can feel cluttered, complex, and busy. Plus, it's much easier to make a one-column layout look great on mobile devices, which is where more than 50% of your traffic and leads will come in from.

       Social Proof

      “They are great” is the new “We are great.” When you display the feedback of your happiest customers and not just your own marketing messages, you will find that the quality of your leads will increase.

      Another clever and effective way to incorporate social proof is the aptly named website add-on Proof. Proof will pop up in real-time as people browse how many other people have or are viewing the same page they are on. It can show how many people have signed up for your email list.

      According to Proof, adding their technology to your marketing funnel can “increase conversions by 10–15% per page” by building trust and adding urgency.

      For example, if a serious buyer finds a listing they love on a real estate agent's site, but they also see that 18 other people are currently viewing the same listing, there is more urgency for them to schedule a showing or contact the agent.

Snapshot shows Impact of Reviews on Website Conversions

       Contrast

      Increase your contrast by taking a less-is-more approach. Not only do colors stand out more when you keep it simple, so do images and videos.

      Use colors to draw attention to your calls to action. This will get the people clicking on the pages, buttons, and content you want them to the most. A well-designed website will get people to the parts of it that give you the highest likelihood of generating a high-quality lead that is easy to convert.

      Notably, we've also entered the “dark mode” era. Many of the most popular apps have already incorporated dark mode, and your website can, too.

      Currently, you will likely need to get the help of a developer to add a dark mode to your site. They can use a tool like darkmode.js, which adds a light mode/dark mode toggle button.

      I'm confident that moving forward, there will be simple dark mode add-ons easy enough for anyone to install on any website. There already are several highly rated WordPress plugins such as WP Dark Mode that make it a couple of clicks to add.

      DO THIS RIGHT NOW

      Download the Chrome extension Super Dark Mode to see what your website will look like in dark mode.

       Fewer Form Fields

      Conversely, the more fields someone is willing to complete directly correlate to a lead that is easier for sales to convert. You must find the right balance.

      If you do not want to ask for a ton of information so that you get more leads, then stick to the basics of name, phone number, and email. You can also use a Facebook or Google registration button so they can complete a form without any keystrokes at all.

Snapshot shows Adding Required Fields Decreases Conversion Rate

      If you go the higher-quality lead route and ask for additional information, be sure that what you require directly improves the lead's experience

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