We’ve been gratefully busy for the past 12 months helping our clients launch new websites or pivot their existing sites as they adapt to doing business during a global pandemic. Along the way we have made some important observations we hope will help you prioritize your goals and take action with more certainty!
1. Be responsive. 2/3 of all web traffic comes from mobile devices so you want to be sure your site looks great and is easy to use on any device. A responsive design changes the page layout based on the size and capabilities of the device. Since screen sizes are always changing, it’s important your site can adapt to any screen size today or in the future.
2. Make your homepage sing. We think homepages are the most valuable real estate in the world! They are your face to the world and the starting point for most of your visitors. The average attention span has decreased from 12 to 8 seconds. That means you have very limited time to engage your audience. A good homepage summarizes what you do and delivers content to your audience in the shortest amount of time. Many visitors won’t click past your homepage, especially if they’re on their phone, so be sure to tell them right away what you’re offering.
3. Say hello to SEO. SEO or Search Engine Optimization is the practice of increasing both the quality and quantity of website traffic. It requires you to understand what your audience is searching for, the words they’re using and the type of content they want to see. Understanding those answers will allow you to connect with people who are searching right now for the solutions you offer. Not convinced? Google handles 2.9 BILLION searches EACH DAY! Your audiences are out there… it’s your job to make yourself visible. Landing pages are a great way to build your SEO and post timely content. Good coding ensures your site is visible to Google and other search engines to help with your SEO. It’s also important your site works well on different browsers. The only way to do that is to work with a developer who can test and fix your site.
4. Test drive your navigation. What do we mean? Your visitors are on a treasure hunt and it’s your job to provide an easy-to-use map. If the map isn’t clear or easy to use, it will reduce your website traffic and conversions. Consistent design, clean layout, descriptive words (like “Services" rather than "What We Do"), limited use of dropdown menus and a limited number of menu items will improve the user experience. Effective navigation helps your audience get to the information they want to see in the shortest time possible. Nothing is more frustrating than clicking multiple pages without getting the answers to your questions. Not sure if your navigation is working for your users? Ask your friends and family to give your test site a try.
5. Keep their attention. A good website keeps your audience engaged as they learn more and ultimately act. Including a big photo and short caption in the “hero” section is a quick way to create interest. Build your brand by including compelling images and visuals that tell your story. Good branding practices should always be considered from the images or videos you share to using your unique color palette, fonts and logo. This will reinforce who you are even after they leave your site.
6. Don’t be afraid to ask. Every website should support your marketing goals. Take the time to articulate yours. This could mean anything from converting visitors to customers to offering your visitors access to valuable information or convincing them to share personal information. The easiest way to get visitors to do something is to ask. Calls to action, which can be a button or plain text that stand out from the rest of the page, can help.
We work with our clients by building customized websites, securing effective URLs, refining the ideal page design, writing and editing web copy, selecting and creating images, then coding and testing the new site to be optimized for all devices.
Ready for your site to look and function its best? Let’s get started.
