Using UX to Convert Clicks to Clients: Voice Over Edition

I have recently designed and developed websites for voice-over artists. In order to compete, I have been studying successful voice actor websites as well as iterating on my own designs. From this experience I have learned ways to help guide your viewers through your website, converting them from viewers into customers. In this post, I will share some UX design tips and tricks that can help boost your website’s conversion.

What is UX and why is it important?

User Experience (UX) refers to the overall experience of a person using a product, system, or service, especially in terms of its ease of use and satisfaction. It encompasses all aspects of the end-user’s interaction with the company, its services, and its products. The goal of UX design is to create solutions that provide meaningful and relevant experiences to users. This involves the design of the entire journey of the user from their first impression of a brand all the way to converting the user into a customer. UX aims to ensure that users find value in what you provide by making these interactions as efficient, effective, and satisfying as possible.

What do your clients care about?

Despite the range of potential clients for a voice actor, the majority of them are seeking similar content on your website. A potential client will want to hear your demos, see proof of your work, and read reviews that demonstrate your professionalism before contacting you. These three things are required elements that need to exist on your website, but them alone will not create a user experience that sets you apart. To stand out, you need to solve potential client problems upfront and promptly. In many cases, your potential client is probably auditioning 10s if not 100s of Voice Actors for a given role or spot on their roster. Any form of a roadblock may cause them to leave your website without a second thought. The other day, I was trying to buy a backpack to use as a personal item for some international travel. I wanted to know the size and capacity of each bag so I could make sure it would meet most airlines’ requirements. As I was going through a list of about 20 options, I would quickly try find those details, and if I couldn’t within a minute or two, I moved onto the next bag. If a website took too long to load or looked as if it was defunct, I would move on. If the branding of the site looked cheap, it made me feel as if the quality of the product would also be cheap, so once again I’d move on. You probably have had similar experiences when trying to research products like this. It is important to understand that your site needs to convey information quickly and easily. Treat your client the same way that you would want to be treated when you are shopping for a product or service.

How can I improve my user’s experience?

Now that you have a better understanding of your clients, there are definitely things you can do to enhance their experience. Try to build a hierarchy of importance for the sections of your website and make sure that the most important items are always easily accessible. In my experience: Demos, Testimonials and a method of Contact are the most important sections of a voice actor’s website.

Three ways to show the importance of content:

1. Place important items near the top of the page.

If every person that is coming to your website is going to listen to your demos, then your demos section should be displayed first. If that doesn’t work well with your design, then a button that links directly to your demos should be displayed predominately near the top of the page so users can easily navigate to the demos.

2. Create links to important sections that remain on the screen at all times.

By affixing a media player to the bottom of the screen containing demos, you can ensure that the most critical part of your site is always accessible. You could also add a distinct contact button in your header so that the contact form is always one click away.

3. Find creative ways to display important elements multiple times.

I tend to do this with all three of the important elements I called out above. I try and put testimonials and proofs of work throughout the main page of the websites I design. I also try to add proofs of work and demos into any other additional pages, where applicable. You can do the same thing with the contact form, by having it a part of your footer as well as displaying contact information and social media links within a fixed header.

For the other sections of your websites, you should focus on answering a potential client’s questions. These sections can include a FAQ, a list of software and equipment you use, a list and description for the services you provide and any other supplementary material you feel would help solve a customer’s problem. These sections should be clear, easy to find, and can significantly influence a potential client’s perception of your industry expertise.

The last set of improvements, are around branding, accessibility and performance. Visitors to your website should feel they are purchasing something premium. By focusing on branding, accessibility, and performance, you can convey this message effectively. Your branding should show them the kind of person they are working with. Are you fun to work with? Show it in your branding. You can also use branding and color schemas to help aid your visitors into understanding what is a button or what is an important section of your website. I personally like to use the same accent color for all buttons so visitors quickly understand x-color equals clickable. It is also important to keep in mind accessibility. You want all visitors to easily be able to read and understand what you are trying to portray. Ensure that the colors and fonts of the text you use have enough contrast and readability when layering them on images or solid blocks of color. Make sure, that your content is visible and clear on most common screen sizes and try to use proper labels so that screen readers can help navigate sight impaired individuals. Lastly, optimize performance, guaranteeing quick navigation for visitors. There is a lot of research on how long a user is willing to wait for something to load and you would be surprised just how short most people’s attention spans are. Because of this, validate that demos, videos, widgets and pages themselves all load as quick as possible.

Wrapping things up

In the highly competitive voice-over industry, differentiating yourself depends on offering an unparalleled user experience to potential clients. Crafting dedicated sections that preemptively address common customer questions, prioritizing the quality and performance of content, and strategically highlighting key areas of your website fosters trust among your visitors and significantly enhances their likelihood of becoming loyal customers. Adding a personalized touch through branding can further personalize the experience, making your site not just a service portal but a reflection of the value and distinctiveness you bring to their projects and business.

– Matthew Wright

Looking to learn more about how you can turn your creative vision into a digital masterpiece? Visit us at Wright Angle Media for bespoke web development services that breathe life into your ideas. Let’s build something amazing together.