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You’ve likely encountered the Laws of UX (User Experience) in your daily surfing of the web. Savvy, good designers abide by these laws to ensure your website provides the optimal experience.

How many times has this scenario happened to you? You launched a digital ad campaign with a deal that customers couldn’t refuse. Your ads were perfectly optimized and your targeting was on point. The click-through rate was through the roof, and you saw an increase in web traffic to your home page.

The primary goal of any conversion-centric website is to compel your visitors to make a single choice. This could be ordering a product, signing up for an email newsletter, filling out a contact form, or whatever your company believes is the most important action.

Your value proposition is more than just a sentence on your “about us” page. A value proposition lets customers know why your product or service is better than your competitors — which is why having a great one is so important to your sales (AKA conversion). Your value proposition must be clear, strong and concise.

The marketing world is so vast, it can seem pretty intimidating at times — and phrases such as search engine optimization (SEO) and conversion rate optimization (CRO) don’t really help with that. That said, both SEO and CRO are hugely important — arguably a requirement — to any successful brand’s digital marketing strategy.