Whatever the nature of your business, your website is one of your hardest working, 24/7 salespeople. You need to ensure that your website is representing you and your brand in the best way possible.
This isn't just about SEO (although it definitely won't hurt) this is about functionality, about aesthetics and showcasing your business in the best way possible. It’s also about generating sales leads through your website. Potential customers won't hang around if your site is hard to use!
It order to help you get the most out of your site, with not very much effort, we've put together these simple 5 ways to improve your website:
1. Design - Don't be scared of white space, but do be wary of images
Whilst it might seem like a waste of valuable page space, studies have shown that the white space around text can increase user attention by a fifth. White space also has the effect of making your website feel open, fresh and modern and if your branding is consistent with these then it can help you communicate that feeling to the user.
Images however can be a bit of a minefield. Of course, every site needs images, but don't forget that your audience are smart. They'll spot a stock photo or inappropriate image straight away. Using stock photography can decrease trust and also stand out as generic, non-unique and even laughable.
The answer for images more often than not is to provide your own. If you have the resources, get a photographer or graphic designer for an afternoon and collect a bank of images which are original and relevant to use on your website.
2. The perfect Call To Action
Make sure your website has call to action buttons that are on brand, but also very clearly separate from the rest of the page. One thing you should aim for in your design is to have a site wide call to action featured in the website header.
Use your best design skills to make form submission buttons so appealing visitors can't help but click them. Think about your brand guidelines and also the psychology of different colours when creating your design. Colours evoke different meanings, so think about the message that you want to create for a user (trust, experience, intelligence) and choose your colours accordingly.
3. Hyperlinks that stand out
When you add a link to any page you want the user to click there. You can make your audience more inclined to click by using visual cues to make your links stand out.
Think of using underlined or different coloured text. This draws the attention of the reader and lets them know that this is a link. When a visitor hovers over a hyperlink or submit button, it should change colour, gradient, opacity or font treatment. This can be used for your main call to action buttons as well, but also for all hyperlinks used among the body text or menus.
4. Concise, sectioned text
Internet users very rarely browse websites with the same patient mindset of someone reading a print document. All too often, websites contain long blocks of text with long waffling sentences, small print and very little breaks or navigation clues. Nothing can turn a customer away more easily.
Online you need to get to the point quickly, keep your sentences concise, use a bigger type and break the text up into manageable chunks. Use bullet points - you can also get creative with your icons - sub headers can also help you clearly separate topics. Remember, visitors are coming to you to solve their problem, so your website should answer their question quickly and easily.
5. Responsive Design
More than 50% of all searches are now starting on a mobile device. If your website doesn't display properly on mobile you’re automatically in danger of losing half of your audience.
Responsive design and "mobile friendly" means that your existing site grows and shrinks with the size of the device it's displayed on. There is an option of having a separate mobile version of your website, but this may affect your SEO negatively.
Recently, Google started penalizing sites that aren't mobile optimized, making the need for responsiveness even more crucial. This is probably the single most valuable way in which you can improve your website's usability.
If you want any further advice on ways you can improve your company's website, get in contact with our team of experts today.