Here’s 5 web design tips to help you create a more effective website. By design I don’t just mean the look and feel of the website, although this is important, but creating the structure and purpose of the site and how it is going to achieve it’s goals. In order to encourage visitors to stay longer on your site, interact and eventually buy from you, you need to work hard on your site’s usability.
Think about how you can use the following to give visitors to your website what they want to know in a form they like, understand and respond to
Everything ‘above the fold’ (the first thing visitors see on their screen when they visit your site) is your prime real estate. This area should tell the visitors what the page is about, and what they can get from it, in an instant. The image here shows the visitor exactly what this company do, and how to get in touch, so essentially there is no need to scroll down the page. We get it, we want one, moving on!
Make sure nothing pushes your most important messages off the screen, and make sure the content is concise and to the point:
So many website are all about the company – formed in 1837, best at this that and the other, awarded a prize for something else. Interesting I’m sure but “so what?” Tell your readers why it is beneficial that the company is 178 years old – e.g. ‘a wealth of experience to draw on’.
Even better, focus on why a visitor has searched for and arrived at your website – what pain are they feeling that you can make go away? Identify with them quickly, prove how you are the best choice to solve the problem and clearly state what to do next (“buy now” etc.).
Most web savvy visitors to your site probably won’t read too much of what is on your site. This is why it is important to not only sum up your page above the fold, but give the salient points in bold sub headers or bullet points. In this way a visitor and quickly scroll down and read the headlines and still get the ‘nub of your gist’, as they say. I’ve written this page like that – the points I want to make are at the top and a quick scan down reinforces what I’ve said.
A page?that looks clean and easy to read, and makes a single point?will hold more visitors that one that tries to shout several things at once and is messy and cluttered in it’s layout. Give the visitors the information they seek without fogging and befuddling them with poor colour choices and busy layouts, and your bounce rate will decrease significantly.
5. Give clear choices and calls to action
I cannot stress this enough – so many sites look good, and persuade the visitor to that they want to do business, and then hide the information on a poorly signposted contact us page.
Put your phone number and email address in the top right and bottom left of every page, ?and put a web form on your pages at least once. Don’t let anyone have to click away from your page unless they really have to (e.g. “find out more”) and make your web forms as simple as possible – 2 or 3 fields if you can. This way visitors have no impediment to them taking action before their attention wanders off to other things.
Follow these 5 web design tips and you will be on your way to having a more effective – and profitable – website.