This may be a question that comes up once in while as you are in search of what your company really needs when building out your website. You may think to yourself that you have been to a million different websites during this process and have found that the only main difference are the colors, images, and logos. You may also think to yourself, what is the difference between an amateur design and a professional one? Or, what’s the difference between an excellent design and a poor one and would I be able to tell the difference? How can the design of a website really impact the conversion rate of customers coming to my site? Even if it does impact the conversion rate, how would I go about measuring this to even know?
The above are just a few questions that many of our customers are thinking about as they start to head down this path of designing or redesigning their website. We have boiled it down to 4 major components that are essential to the success of any website on the internet.
This might be the most important tool of a website. This could effectively be the piece that makes or breaks your website especially if your website has a lot of pages. End users already have extremely low patience when it comes to websites as we know, and without the ease of allowing these end users to find the information they are looking for as quickly as possible, they are off your website in an instant. Super complex navigation structures never work, people don’t want to go from menu to submenu to submenu. Building a navigation structure so that your grandma or an 8-year-old can find what they are looking for very easily should always be the goal.
We’re fairly sure that you have your logo everywhere, on your business cards, pamphlets, brochures, letterheads, etc. We’re also sure that your logo has your business’s colors, branding messaging, imagery and hopefully business personality. Obviously, that needs to be carried over directly onto your website, kind of a no-brainer in my mind. You would be amazed how many companies don’t have their branding among all parts of their business virtual or real. The problem is that customers get uncomfortable when visual branding and communication changes. In marketing, the goal is to own a piece of your customer’s mind so they turn to you when they want what you are selling.
People surfing the internet are typically reading web pages just like a book, top-down and left to right. We take this into account when properly designing web pages for our clients. Because of that, the way people typically write is to have the most relevant information at the beginning and the supporting information in the body. Search engines like Google know this is pretty typical writing and because of that, they look for keywords at the beginning of pages to help categorize exactly what the page should be ranking for. Building pages out with this in mind, naturally structuring as though the company is simply just trying to articulate their offering is always the best way to go at this. When we work with our clients, we don’t ask them to have specific keywords, but rather we just ask them to write naturally about the service or product that they want to rank. The trick is to be as informative as possible. The more you write to help your customer learn, the more authoritative you seem to Google.
Having great unique content is just part of the battle, placing it on a page isn’t just like pasting it into notepad and you’re ready to go. The content needs to be cut up into bite size pieces in order for the end user to not feel overwhelmed by chunking tons of content together. Just like images on a web page, the size of paragraphs and negative spaces between is actually quite important. Making your page look great is sometimes the difference between winning over the lead and losing them.
Your customer’s trust is vital to the success of your business nevermind your website. Marketing techniques can create a dialogue with potential new leads which in turn will help better define the personas that your services or products like the most. As you work to fine tune the message better and better to attract more and more customers, the type of content, imagery and overall website experience will start to establish a level of trust with customers. That will lead to more and more conversions over time. The name of the game is online conversions and creating a level of trust with those customers through good design which will get you closer and closer to where you want to be.
That said there is still a lot of people that want a face-to-face meeting with a business as the web is super scary and hard for them to trust. This can be easily dealt with by first understanding who is buying your products and two customizing your message and content that speaks to their needs and wants. If you do that, you will have an abundance of sales starting to come in.
Just go on YouTube and it will show you how to literally do anything from photoshopping an image to launching your new site on the great platform WIX (don’t do it). Being able to do it and doing it right are two different things. If you just want a website up to show your friends or a place for people to type out your domain from your business card, then yes, learn how to do it yourself on YouTube and then get back to running your business. But if you want to leverage your site to make some money, I strongly encourage you to work with a professional web designer like us. What they see in a page will be far different than what you see.