A website that does not speak to your customer or give direction as to what your company is about, is pretty much useless to you. A website can’t simply succeed by excelling in limited aspects (such as solely design or content). It needs to have a design that feeds into your website’s user experience, functionality, and appropriately complements your content.
Your website also needs to clearly communicate with your audience what you do, why you do it, and who you do it for. It’s easy to bark about how great you are as a business that you forget to make sure you are addressing core concerns your audience has first and foremost.
So, what do you need to know to start improving your web design?
1. Have a Plan
Don’t just start designing your website. To ensure that your website is effectively meeting the needs of your visitors you need to map out your buyer’s journey from the first time they visit your website to the moment they become a customer. What pages are they going to view, what content are they going to read, and what offers are they going to convert on? Understanding this will help you design a site that helps nurture leads through the sales funnel
2. Remove the Unnecessary
Certain elements on your website Are going to distract you web visitors from the message you’re trying to convey. With an audience that only has an attention span of 8 seconds, you need to create a first impression that easily gets the main points across. This should be done with short, powerful sections of content and applicable photographs/icons that are sectioned off by clear and concise headers.
3. Include Social Share and Follow Buttons
Producing great content and offers only go so far if you aren’t giving your users the opportunity to share what you have. If your website currently does not have social share buttons, you could be missing out on a lot of social media traffic that’s generated from people already reading your blog! These buttons act as a non-pushy tool that encourages social sharing from your buyer personas
4. Implement Calls-to-Action
Give you web visitors direction. Draw them a map on where to go on your website. Call-to-action buttons are one of the many elements that indicate the next step user should take on a page. While many of us know that, it can be easy to fail to accurately use them to guide users through your website. Take the time to add in call-to-actions that give them materials to educate themselves and help solve their pain points. Once they identify your company as one that provides materials that are relieving these, they will feel more comfortable researching your services to see if you can personally make these solutions a reality.
5. Use the Right Images
Some picture will not communicate your brands message effectively. Your images have to be genuine and attract your visitor in to enquiring and eventually purchasing you goods/services. Even the images you put up of your staff need to look genuine. Just because a stock website has the image, doesn’t mean it looks genuine and will evoke trust in your company. Ideally, you want to use photos that portray images of the real people that work at your company and the office itself.
When designing your website, navigation is key, it’s essentially the map that displays the core places users can visit. There’s nothing worse than a site with a disorganized or confusing navigation interface. When improving your website’s navigation, it’s important to ensure that your visitors can easily find what they’re looking for. If users cannot find what they’re looking for, they have no reason to stay on your site. Instead, they will certainly bounce and find a competitor that offers a better user experience.
7. Let Your Visitors Scroll on Your Homepage
Don’t be wary of designing a slightly longer homepage. Including 3-5 sections that help direct new and recurring users to proper areas of your site can help create a seamless experience. Such as:
- Value proposition
- Intro Video
- Overview of Services
- Product Features
- About Us
- Case Studies/Success Stories
8. Don’t be Afraid of White Space
Whitespace is an essential design element that helps you break up the page and increase readability. Also called ‘negative space’, white space refers to the areas around elements on a page that are empty and lacking content or visual items.
Although extra space may seem inessential, it’s actually responsible for readability and content prioritization. It also plays an important role in the design process and positioning website design elements.
9. Mobile Optimization
Don’t forget about optimizing your site for mobile. If you don’t already know, 80% of internet users own a smartphone, and “Google says 61% of users are unlikely to return to a mobile site they had trouble accessing and 40% visit a competitor’s site instead”.
10. Get Found
If you want to develop a substantial online presence, then you need to create a website that can get found. This starts with developing an SEO strategy that takes into consideration the search terms your buyer personas and audience would search for. This strategy terms should include creating content that’s relevant to the needs of your visitors. Videos, blog articles, and e-books are a few examples of content that can do this
11. Never Stop Testing
Evaluating conversion paths, how far users scroll, and where they are clicking, are important qualities that can reveal if your pages are performing the way you intended. If you’re someone that has tons of pages to go through, chances are you may find this issue on a lot of pages, especially older landing pages. Simple changes such as button colours, headers, or adding a few sentences in your copy could make incredible differences in the page’s performance.
12. Identify Unknown 404’s or Broken Links
Depending on the size of your website, or how long it’s been around, you may actually have a few pages or links here and there that aren’t working. And on top of all that, your visitors won’t even let you know. Take the time to evaluate whether or not your site has broken pages. You may be surprised to find previously high performing landing pages that are unpublished or website pages that are improperly linked.
13. Create New or Unique Offerings
Converting visitors is the core way you can evaluate how many users are moving down your marketing funnel. Many of us know that the way you typically convert visitors is by presenting offers, demos, or items that they will find attractive. But with so many resources out on the internet, it’s now more difficult than ever to break through the noise and get people converting on yours. It’s important than ever to not only pay attention to what offers and resources are out there within your service area, but what isn’t too.
14. Update Your Content To Appeal to Your Persona
When you’re writing copy that you want to impress your website visitors with, many of us tend to fall into a dangerous trap. The content is ‘we’ and ‘our’ focused. Strip out the “we’s” and “our’s” and replace them with “you’s” and “your’s”. Your potential customers want you to meet them eye-to-eye, understand the pain points they have, and directly explain how they could be solved. So rather than a header like ‘Our Case Studies’, try something like ‘Your Potential Success Story’.
We create and design market related websites. check out our website to see how we can assist in joining the digital side of things or how we can redesign your website.