We have been working hard recently on a redesign for our site. I actually previewed the new design here not that long ago. As part of this process, we’ve made some important discoveries on website design. I thought I’d share some of those details today.
My hope is that this series of posts will help businesses learn how to incorporate the essentials that make for a great website. Later, I will talk about exactly why these elements are important and why they should be integral to any business.
Unfortunately, (or fortunately, depending on how one might see it) looks are everything these days. Websites must be clean, easy to use and esthetically pleasing. A solid online presence for a business is very much a reflection of its image; presentation matters. It’s like putting on your best suit to impress the interviewer. This means that businesses can’t afford to seem less than perfect. It’s a rather fussy audience and should your business fail to put its best site forward…well you know the rest.
So what makes a site that draws people in?
Content Is Everything
Good content is largely dependent on how well you know your market. The key is to be intuitive about perspective clients’ wants and needs. Next to aesthetic appeal your content should entice the reader. Think of it from their perspective. The minute they enter your site the first thought on their minds is “What’s in it for me? How can I benefit from what you have to offer?” If a client deems your presentation, i.e. language or style, irrelevant to their specific values or expectations they will walk away and never look back.
Google is the answer to most questions these days from how to fry a chicken to flying an airplane. If you’re not a million steps ahead of these fussy Googlers; you’re up the creek. Give visitors a chance to learn more about what you do and why you do it. Provide excellent, easy to find and simple to share content which expands your reach and gives value to your clients. Remember content really is everything and its why people come to your site. Also, one final point on content, never forget that no one enjoys being sold to so don’t make things sound like a sales pitch. Give it some personality, some likability.
Design
People need to be reassured; they need to feel safe. Just like in life it is hard to make sense of a website if the colour schemes are jarring and your links are difficult to follow. Consider backlinks within the site, to the about us page, or link back to an article about who you are and why this business is important to you. Well placed links provide people with easy access to the information they need. Not to mention that a friendly online space they can browse through will make them feel at home. Such links are alluring and compel visitors to keep on clicking through for more. Besides, I personally enjoy a nice click much better than having to kill time scrolling down the page to find what I need.
Most of us want minimal confusion and maximum results. If a website is clean and inviting it will show people you care about answering their questions. Keep the design modern looking and easy to follow. Avoid over cluttering your pages and focus the reader on the most important part of your message. Also, an uncluttered menu with clear headings and links is vital for easy navigation. Ensure you have an easy to find way to contact you.
The Blog
A blog is no longer a diary. It is not an “I Love My Cat” page. Today it’s a way to be creative and personable. Present people with challenging questions, announce contests that speak to the unique attributes of your brand, provide how-to answers and engage directly with your clients. This is a wealth of resources generated by you and your contributors in order to make connections and generate results. A blog with good content keeps people coming back to your site, sharing it with others and puts your name front and centre.
That is it for now. In my next segment I will tell you how to write amazing content, conduct key word searches and equip your site with tools that will make content browsing a breeze!
