When it comes to web design, most people interpret design as being in the eye of the beholder. This really isn’t the case. A good website should always speak to your demographic and align with your business goals, rather than being designed in a way that you may think works.
Here are 5 tips that can improve your site without an overhaul, making it a better experience for your consumers.
Colour in sites should be used sparingly and offer up a path to conversion. Buttons should never be the same the colour if there is a hierarchy of importance to them. Too much colour can cause your visitors’ eyes to bounce around the site, rather than focusing in on where you want them to.
Example: If you’re using a big green button as a point of conversion to get your users into a sales flow, don’t use a big green button for a ‘learn more about us’ button.
Don’t use the usual stock image. If you have seen the same image in another site, don’t use it. Images should be used to convey a point paired with messaging. The human brain will process copy and images as a whole to tell a story quickly and efficiently. You should also use imagery that connects with your demographic and your brand.
Example: If you aren’t selling a million dollar product, don’t let the imagery convey that you are. It may seem too expensive and your users will search elsewhere. The same goes for an expensive product looking too cheap.
Choose a layout that reflects what you are selling/offering. Too many sites now-a-days try to follow that modern feel with one main image covered by a headline. This may not be right for your brand or your consumers. You may be hiding key information, and if they have landed on your site from a Google search, the information offered up may not be directly correlated to the information they were searching for.
Example: If you are selling one product/idea, then sure, this is fine! If you are selling multiple products/services, then those are the things you need to showcase on the site.
4- Copy and messaging
Make your messaging count. Use language that your target demographic would use, and offer up a clear statement of either a selling point or a solution. Understand that not everything has to be 30px for the user to see it. A balanced set of font styles will let the user flow through the copy properly. Also, too much text may overwhelm a user. Bite size pieces of information will be digestible to explain your point with the option of reading more if people choose to. Keep it simple and SEO friendly.
5- Who are you and how can you help me?
Tell your users at first glance Who you are, What you do, What problem you are solving for them, and How they can get in touch.
The worst thing is having a user land on your site from a Google search, and having them not know if they are in the right place. More often than not, they are going to leave your site in such a case, because you are now making them search your site for information that they already searched for on Google. Make it easy for them and offer up the solution.
Example: You are searching for a consulting service and land on a page where the logo has no descriptor, the main message doesn’t connect with you, and there is no phone number or form to fill out.
In the time it has taken you to read this article, you may have already lost a customer because your website didn’t convert them. Don’t let this keep happening!