Your website is usually one of the first places people will go for more information about your company, your products and your services. We know it, you know it.
Still, the use of website (WordPress) themes, responsive design standards and overall web design trends have created a scenario where many sites have similar layout standards. We’ve heard our own share of, “It feels template-y.” Responsive design works using a column or grid pattern so that when the user’s device changes, the design easily adjusts by narrowing or expanding these pieces. This grid pattern can make sites feel very similar from one to another.
Visitor eye patterns are studied in great detail. We know users scan content for the best parts, so keeping content scannable, with bolded key points and relevant calls to action (CTAs) can help them follow your desired path. Scannable is one thing, relevant is another. Read on…
6 Quick Tips to an Effective Website
- Keep it relevant. Your website should be created for the most important person – your target audience. You’ve done your buyer persona profiles, right?
- Get their attention quickly. Get them engaged. You don’t want visitors to spend a ton of time on your homepage, you want them to get to the relevant content quickly and easily. As web designers, we work with clients who spend so much time focused on the homepage, when the goal is to get people deeper into the site quickly. Ideally, your visitors will find the deeper, relevant pages through search engines (SEO) anyway.
- Write to them, not about you. Talk to them, like you would in a meeting or showing them your product. It’s not all about our company, our products, our team… Use input from sales and customer service teams to understand the most frequently asked questions and serve that content up to your visitors.
- Responsive design. This is a given, but sites today need to be easy to read and interact with on any device.
- Lead visitors to what is next through a relevant call to action. On each page you need to identify what you want them to do next, and ask them. Click here is not nearly as strong as Need more information? Just ask (and have or lead them to an inquiry form.) If they aren’t going to “buy it now” what are they going to do? Save for later? Add to wish list? Bookmark this page. Ask a question.
- Use images and graphics to help tell the story (even video). If you’re active in social media marketing, you’ve likely seen a lift in engagement when you include images or graphics. Your website is no different. People like to see things (and scan things) not just read.
Do you have a website you’re looking to improve, ramp up or totally redesign? Let us know. Our web division can walk you through an initial web analysis to identify the biggest opportunities for you online.