1. Convert
Designing Web Sites to Increase Traffic and
Conversion

2. Outline
DISC!
Communicate to DISC

3. DISC
DISC: !
Dominance!
Influence!
Steadiness!
Conscientiousness!
Each of us exhibits some mix of these flavors.!
Each DISC characteristics has its particular buying style.

4. I-type
They want to feel a personal interest, to see
action, but the key is to show enthusiasm!
More influenced by compelling positive
messages.!
Let them know you are really keen to work with
them, listen to what they need, and get them
excited about the possibilities available

5. S-type
Understanding and sympathy are key to
generating the trust they need to commit.!
likely take more time to come to a decision!
need repeated positive messages that reassure their
need for personal connection!
You care about your customers, really listen to their
needs, and make sure you provide a reliable service

6. C-type
need more evidence and details about the quality
and performance of what they are investing in!
can take longer than other types!
value facts and evidence over emotion!
Do not skimp on the evidence. Give them
whitepapers, charts, case studies, and give them
opportunity to ask you more questions

7. D-type
outgoing and action-oriented!
want action and promise of results!
respond better to bold, action-oriented language
than emotive personal language!
State that you have all the expertise required to
deliver results. Remember to defer to their
authority.

8. Example
A simple feedback form for new prospects to get
in touch!
C: write lots of information!
S, I: prefer to communicate by phone!
D: “I need this — can you do it?”

9. Communicate
Saying too little is riskier than saying too much!
People don't read on the web, so keep your word
count down.

10. Communicate
Information!
less!
Strong D, and I!
more!
Strong S, and C

11. Communicate
Human connection!
less!
Strong D, and C!
more!
Strong I, and S

12. How to say less and
more
You can give people the high-level story together
with links to “break out” and get more
information if they need it!
You may include a link to the next step after
your introductory claims (for more impulsive
visitors), and additional links further down for
those who will want to read more

13. How to say less and
more
Full details on how we’ll save you money year
on year. Compare our 5-year performance to the
market. (C)!
We take extra care to customize the perfect
savings package for you and your loved ones. (S)!
What will you do with $1000s you save? (I)!
Guaranteed saving plans by our experts. (D)