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Today we wanted to take some time to talk about your business website and some of the characteristics it should have in order to make it as successful as possible. Although the definition of a successful website will translate differently from industry to industry, there are blanket concepts that if considered and implemented during the process of your web design project will unarguably aid in your company’s growth. Your website serves as a direct extension of your company, and as the digital face of your business – there’s absolutely no reason not to make it the best it can be.
Without further adieu, let’s get started. One of the first things I tell most clients to keep in mind while working out the details of their web development project is that it’s best to use a .com when possible. Unless you’re looking to purchase a very specific URL and there is no other alternative it’s wiser to stay away from dashes and hyphens in your web address. The reason being is because – as cool as they may look you’ll only be creating unnecessary obstacles for your users to overcome when initially looking to find your business online.
Another key consideration to keep is to ensure that the contact email associated with the website matches the domain name. We’ve all seen many people using Gmail for their websites’ contact info. Although this technically works, it’s definitely not ideal. An email registered to your domain is an affordable and very powerful tool, and if you are managing a professional website there is no reason not to have one.
In order to help ensure that all the information I share with you today makes sense we’ll be covering tips and specifications on a range of five specific topics:
From a UI (user interface) experience your site should to look clean and uncluttered. The right color scheme would incorporate two to three primary colors that go well together and are appropriate with a tone of the business. Too much color can scream out for user attention but can easily become negatively distracting. Your site’s text needs to be easy to read – with this in mind gray text on white background would be a poor choice in terms of appearance. Black text on white background is ideal but any combination really will work as long as there is good contrast. Optimal text size is typically between 10 to 12 points. It’s imperative to make sure to use fonts that are easy to read; while the iteration of this concept may seem to be common sense; It’s addressed in this article because at this point our team has come across many websites with fonts that may look cool, but leave us wondering what they’re selling or even saying in many sections of the website. The aforementioned scenario can be described as nothing short of content suicide.
We recommend sticking to fonts that are commonly used such as Arial or Times. This not only helps make legibility easy, but also ensures that the font you selected displays properly on all devices. Did you know web browsers can only display the fonts that are installed on the user’s computer? This means that unless you have more extensive coding experience and can work around this fact, it’s important to keep in mind that just because you have a cool font installed on your computer, it doesn’t mean that the people visiting your website will have it as well.
Our final note on site appearance has to do with your homepage. Having a great homepage is key to a successful website because most of the time it’s the first impression you give your visitors. Use short paragraphs and phrases to avoid overwhelming your audience and to help maintain a clean look. A good tactic to implement is to list only key points or strong benefits on your homepage. You don’t need to write a novel. Bullet points work really well as do captions, so definitely use them.
Always check your navigation links, hyperlinks, the site’s search feature, contact forms, sign up and registration forms. Ensure that they are all working properly; check for spelling errors. It’s a good idea to make sure your site and loads fast. Use tools like Google speed and web page test to see how fast your site currently loads. Site speed is important for various reasons. Not only is it necessary for retaining your visitors, it’s also a Google ranking factor. If your homepage takes more than 10-15 seconds to load then it may be time to perform some tests and optimizations to remedy potential errors and improve your website speed.
Break up your content’s text into small paragraphs. Update your content regularly, ideally at least once a week. When writing website content try to use more of “you” and less of “I, me, us, we”. It’s always a good idea to present your audience with multiple media formats for your content. Ideally that means having text, images, and videos available for your users to consume. Pictures can be more powerful than words and videos can be more powerful than pictures. Keep that in mind the power behind different forms of digital content, and plan how you will distribute your web content wisely. Flash for example may be incompatible with certain browsers and it can’t be entirely scanned for keywords either, this will inevitably hinder your search rankings.
Make sure you’re using high quality images and try to keep your website’s landing pages uncluttered. Having any more than 3 to 4 images on one page can feel overwhelming if not executed correctly. You should also ensure that the images you use are 100% relevant to the content you are providing. This is to not confuse the user. Ask your customers if they’re willing to share testimonials about your business and if so make sure to include these on your website. Making small changes on your homepage to promote the latest service, product, video or event you’ll be involved in so that returning users won’t be bored of your website.
This is all about the type of experience your users have while on your site. Some key usability elements include:
Having good usability on your website means that there is logical navigation in place. Try to minimize anything that might get in the way of the flow of navigation. Your navigation menu be at the top of the page; your footer should also be used to add more navigation links in a way that doesn’t feel cluttered. Ensure that your website is responsive. This step is essential since most website visitors will be viewing your site from a smartphone.
SEO is a powerful weapon that many business owners fail to realize is at their disposal. Optimizing your site for search engines like Google is invaluable. It’s 2019; and in 2019 people use search engine to find just about everything they need. Want Pizza? Google it. Buying new clothes, a computer, or phone? You’ll probably be doing some searches on Google to get an idea of what’s valuable. The pattern is obvious – people use search engines like Google because they are highly convenient. If you implement SEO on your business site properly your website will be what appears on search results when your customers look for your products or services. SEO makes it easier for customers to find you – which is crucial!
Want professional help in discovering more ways to improve your website? Contact us at Zenscape Marketing with any questions or to discuss creating your global marketing plan. We offer a free initial consultation and are dedicated to helping our clients thrive via digital marketing techniques.
If you’re ready to boost website traffic and begin generating more leads than ever before then book your consultation today!