7 Things Every Winning Website Does
SO YOU ARE HERE PERHAPS BECAUSE YOU KNOW YOUR WEBSITE ISN'T A "WINNER."
Maybe you did your very best trying to design it on your own. Maybe you paid a developer a wad of money and remain underwhelmed with what was delivered.
Whatever the case, the issue is whether your website is actually effective. Is it converting visitors into customers.
The truth is many marketers and web designers understand little about strategic design and web planning. There is so much more to it all than pretty pictures and well-strung together sentences.
However, not to worry. In this list, we provide 7 key tips to enhance your web visitors' experience. They will ensure readers leave your site knowing exactly who you are, what problem you solve for them; and with a purchase made - or at least an email address captured.
1. START WITH A STRONG HEADER
If you don’t create a compelling experience for your customers the moment they arrive at your website (within 10 secs), the chance is high that they will leave. A website header is the first thing that visitors see. A good header balances clean design and clear navigation and make it easier for visitors to interact with the site.
2. HAVE CLEAR CALLS TO ACTION
You need to people what to do when they are on your website. A call to action button does just this. Firstly, make sure it stands out. Otherwise it will get lost amongst other elements and receive less clicks. Use vivid color to make your buttons stand out amongst other neighboring content. Secondly, use direct language and clear commands! You want your users to understand exactly what happens when they click on a button.
3. USE A BRAND KIT
A brand kit is a short, easy guide to your brand's visual identity. It's a quick reference to understanding the logos, colors, fonts, and patterns or imagery that represent your brand. Think of it as your brand's own personal rulebook. On your website ( and all marketing & social media for that matter!) you want to use consistent colors, fonts etc. to create a clean look and a clear identity.
4. KEEP IT PUNCHY
A website simply isn't as powerful without effective messaging (copywriting). This is why large companies hire expert copywriters as the results are undeniable. Knowing your audience is the start. The best messaging reads a lot like talking to a colleague. That means short, sweet, clear and to the point. If you can say it with less words, do that! "Wordiness" wastes your readers’ time, bores them and stops them from wanting to read more. Instead, use short, truncated sentences (5-7 words) to create punch and make a point. Then, mix these in with average length sentences (~20 words).
5. REPEAT REPEAT REPEAT
It is OK to repeat information and calls to action (CTAs) across your website. As a matter-of-fact, it's a necessity! Remember, your visitors are quickly skimming and not reading your site closely. Consumer research shows that people need to read the same information 3+ times before it really "sinks in." So say it once. And then say again.
6. INCLUDE SHARP IMAGERY & VIDEO
Do not fall for the trap of thinking your text (copy) is strong and impactful without imagery. It isn’t! Avoid using "selfies" for headshots and low-quality phone imagery in general. It's important to invest in media creatives (photographers, videographers etc.) who can help you ensure you create a clean and professional site. If you are on a budget, use (paid) stock photography sparingly, and be smart about the photos you choose.
7. PUT THE JUNK DOWN BELOW
There are many links that can clutter the top navigation bar of our websites and distract from our more important header and calls to action. There are also other pages that need to be retrieved but do not need to exist prominently on a website. The best place for these are in the footer of the website. Examples of these pages include: Copyright, Disclaimer, Privacy Policy, Sitemap, Contact, Address & Map / Directions, Phone & Fax Number, Social Icons, Email Sign-up etc.
Each of these 7 strategies will completely transform the user experience of your website and are guaranteed to lead to higher conversions. Don’t get overwhelmed. Just think, one at a time and hack away to success.