A company’s website can tell a lot about their level of expertise and professionalism. It is also a space for a brand to showcase its personality and push its top-selling offers.
When designing a website, starting from scratch can raise a lot of questions about what to leave out, aspects to highlight and how to drive traffic to the site. Fortunately, most consumers seek the same qualities in a site across the board, assuming it caters to the target demographic. The rules are easy to follow.
Call to Action
Given that a homepage sees the most traffic, the lander should include the call to action. A company must decide what they want most out of website visitors and start building from there. If they’re selling a product, maybe the page will include the best-selling item or a newly released product line. For services, companies can show video or other demonstrations of their work in-action. Either way, the call to act should be concise, easy to execute and displayed in an enticing manner.
An important consideration sometimes overlooked is who will be using the site. The design and navigation should match the company’s personality as well as their target user. A senior audience will need a minimalistic page with large icons and clear instruction. Children will want a site that has games, drawings and contests to keep them interactive. Tech-lovers want to know specs, performance capabilities and consumer feedback about a new line of electronics. While it’s important for the website to be aesthetically pleasing, companies should also take into consideration the needs of their main user.
Visual displays largely impact a user’s experience with a website. If they get to the home page and see a lot of clutter, pop-up ads or other irrelevant information, they will mostly likely leave the page. The entire website should have only the necessary information to avoid overwhelming a viewer. Additionally, it should include quality images laid out in a pleasing manner. The opposite is also true; too little information and imagery could lead a user to believe the site is incomplete. A healthy balance of information and visuals will go a long way.
Figuring out how a consumer thinks will allow companies to create a website that’s easy to navigate. The rule of thumb is to link pages in a way that a user can get to another destination in 1-2 clicks at any point of their visit. For example, if someone is on a clothing site browsing for shoes, they should be able to navigate to another page featuring dresses in just a couple of clicks. Many websites feature a tool bar at the top that has categories and subcategories for different pages of the site. As long as these are clear and accessible, a user will be less likely to leave the page because they can’t find what they’re looking for.
A company can create a high-quality, user-friendly site, but it won’t do them any good if they don’t have a way to drive traffic to it and track visitor behavior. Many online tools, including banner ads, email campaigns and Google AdWords can drive consumers to a site where conversions will be made. External traffic is important to a site rating and will directly affects its viewership. Internal traffic is also important as it offers clues to a company about their potential clients. They can use tracking cookies to follow the browsing history of a site viewer which will then help them survey interest level, know which pages lead to more conversions and know which can be eliminated if they are not frequently viewed. Driving traffic to a site and analyzing its turnout will help companies maximize conversions from their webpage.
Websites are a great place for companies to get creative and showcase their uniqueness. The points above are just some of the key aspects that go into making an effective website. Companies should also incorporate their brand image and the message they want to send to viewers. Brands should look at a webpage as a story about their company, making sure every detail is precise.