People will judge your business based on the quality of your website, whether or not that’s fair. In our online world, your website is often the first, last or sometimes ONLY impression people receive of your business. Yeah… I’d call that important.
94% of people cited web design as the reason they mistrusted a website. (source)
48% of people cited a website’s design as the number one factor in deciding the credibility of a business. (source)
Could your poorly designed website be killing your profits? It’s very possible. Having “just a website” will not do. You need a well-designed website that can convert. Here are 8 big ways to improve your website’s experience and turn viewers into customers!
Focus on mobile-friendly website design.
On average, mobile web traffic accounts for half of all website traffic. This means that half of the people finding your website are viewing it on their phone or tablet, and that number is constantly growing. Website design isn’t just about design anymore. It’s about the experience. Now, more than ever, great experience-based design leads to a higher ROI. I design on Showit5, and one of the many things I love about this platform is being able to create a completely separate custom design for every single page of your site on mobile.
If all of that is not convincing enough, 57% of people say they won’t recommend a business with a poorly designed mobile site. (source)
Give the viewer clear direction for where to go next.
Every page of your website should have clear direction for what you want the viewer to do next. When writing your website copy, decide on a goal for each and every website page. What do you want the viewer to do after consuming the content on that page?
End of About Page: “Let’s work together.”
End of Service Page: “Don’t leave without your free downloads!”
Will it compel? Will it convert? Will it close?
Don’t make your links open in new tabs.
When linking to a page within your own website, always make the link open in the same tab. By opening a new tab or window for the user, you’re not allowing them to use the web browser’s handy “back button.” When adding a link that leaves your website, use new window links. For example, in this blog post, I link to statistics on other websites. I use new window links because I want you to keep reading on my website even if you choose to open the link.
Design clear, easy to understand navigation.
Your navigation should be at the top of your site and remain the same on every web page. I recommend no more than 8 link options in your primary navigation. If you have more to add, utilize drop-down menus or footer navigation. While getting creative with your navigation can seem fun, it’s better to be as crystal clear as possible.
“Blog” not “Journal”
“Contact” not “Say Hello” or “Let’s Connect”
“About” not “Your Favorite Designer”
Steer clear of gradients, flashing objects, automatic music, or excessive pop-ups.
Basically, if your website looks like it belongs in the 90s, it needs an update. If you’re like me you’ve been startled a time or two by websites that play sound as soon as you land on the site. Although this might seem like a cool feature, you’re likely scaring or annoying the viewer.
Use photos of you or your team somewhere on the website.
People want to see who they are working with or buying from. At the very least, your about page should have a photo of you.
Remember that less is more.
If you think it looks cluttered, it probably is. White space is your friend!
A cohesive brand matters most.
Raise your hand if you’ve landed on a website you found on social media and been confused when it looked nothing like it’s social media page! Often businesses will work with a designer for branding or social media marketing but then neglect their website. When someone finds your website from social media or after visiting your store, it should be clear that they are seeing the same company. It all needs to match in experience, colors, fonts, and overall design.
Want to quickly check if your website is ready to convert?
This checklist is for you!
October 24, 2017