Getting your website right can be difficult – from one angle you want your site to display as much information as possible in an attempt to emphasise your expertise in a particular field. On the other, you don’t want your website to appear clunky and boring as it needs to stand above all others to catch the eye of the consumer.
This can lead to a middle-ground, that for some, is difficult to achieve – A grey area, found on a thin line between over-the-top design and tedious content. You don’t want your online business to fall into either of those traps, so how do you get it right.
High quality content is absolutely essential for the success of your website, but this content must be incorporated into a memorable experience by utilising certain design features – features that will fully engage users and position your brand above other contenders. But what exactly are these?
For some websites, having a simple and concise navigation bar can seem like a near impossible task to achieve, especially considering the vast amounts of content that some organisations have. Having too many navigation options is a big NO when it comes to web design – it can leave users overwhelmed, confused, and irritated – something that definitely won’t help with your conversion rate. A logical and intuitive navigation scheme is the way to go – effectively you should know the next step that users want to be taking before they do, gently guiding and nudging them in various directions that ultimately result in coherent finishes.
More often than not, when users have a question, they want to get straight to the point and get in touch – meaning they often bypass any FAQ sections and go straight for the contact page. Of course, the way in which a user wants to get in touch varies from person to person – some like over the phone, some like emails, some even prefer the simplicity of the contact form. So, as a business, you should make sure that all of these options are available to your customers – phone, email, contact form, and social media. It makes users feel like their needs have been tended too, and can often significantly reduce levels of stress associated with time critical requests.
I know this seems like a really obvious one, but often having well-placed and noticeable Call-To-Actions will always give users somewhere to go. This, if thought-out properly, will enable users to see most of the website by utilising a natural flow – effectively giving you the opportunity to guide them to the areas of the website you most want them to see.
Social Media Shareability
Social media can easily be considered one of the primary forms of marketing and communication when it comes to your businesses’ online presence. Making sure that areas of your site can be shared appropriately on all social media sites allows for real engagement from your users – and is the best way of attracting traffic. Having live feeds for your Twitter or Instagram pages allows users to see that you are active and therefore likely to be accessible and responsive – a key feature in this day and age.
Stick with the High Quality Content
Besides all of the points above, once users get deeper into the site, design and navigation don’t really stand for much if you haven’t managed to retain fresh, original and high-quality content. Besides, just as important, all the major search engines have algorithms in place that are designed to reward websites with higher search page rankings if those websites keep on top of their content. That means relevant, consistent, and constant content.
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