An ecommerce site has one primary purpose: to lead its visitors down a sales funnel. Sure, it all starts with a great product, but a powerful site supports its customers through every step of the way by creating a positive, effortless user experience. A site that converts is one that works to minimize any and all roadblocks in the discovery and purchase flows.

As you design your client’s site, use these eight best practices to create a straightforward and enjoyable experience for customers.

1. Highlight the value proposition

Highlighting the value of an ecommerce site is an essential part of turning casual browsers into buyers. Visitors form an opinion of a site, and inevitably a brand, in less than two-tenths of a second. How can you immediately showcase the most possible value so visitors will stick around and buy something?

Consider a catchy headline in clear, legible text, and subtext that underlines a clear value proposition. When writing these, take into account your client’s key differentiating factor. What makes their company special, and their products worthy of purchase? Supported with compelling imagery, this could be the key to launching leads down the sales funnel.

Don’t forget that value comes in different shapes, sizes, and offers. Highlight free shipping, discounts, and referral programs with an eye-catching call-to-action. Here are 6 other tips for writing effective web copy that highlights your client’s brand differentiators and converts visitors.

Dropbox’s homepage is a great example of immediately communicating value: “Get to all your files from anywhere, on any device, and share them with anyone.”

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