When you’re looking to re-do your website or create a new one, what factors do you consider? Do you think about how the brand will fit in with your other marketing materials? Do you think about what the copy needs to say? And do you think about what you want your user to do?
A pretty website might look good, it might get visitors to enjoy being on your website, but will it encourage them to buy your product or get in touch about your services?
A good web designer should sit down with you before they even start talking colour schemes and font sizing to discuss what the aims are for your website. Even if it’s not an e-commerce site, there should still be an aim – whether it be someone filling in a contact form or just viewing a certain page on your website.
There are certain techniques that could be used on your website to make the user journey more effective and encourage more people to take action.
Calls to action are a great way to highlight your USPs, latest offers or information that a web visitor might not be aware of yet. This could be done in the form of a graphic, or just bolded or enlarged text within your site. Using rhetorical questions or imperatives has been proven to be very effective e.g. “Want To Save Money?” or “Order Online Today”.
You might find it helpful to mind-map what your user might want to see on your website. For example, if you sell shoes, they will want to know the materials that the shoes are made from, what sizes they are available in, delivery costs and returns policy. Make sure that all of this information is easy to find – perhaps even displayed on each product page. Because the internet means that a lot of industries become saturated, you need to make sure you give your visitors the information they need to stop them going to your competitors.
Remember that just because you like your website, it doesn’t mean your visitors will. If you’re investing a lot of money into a new site, make sure to get some user feedback on it before you launch – you don’t want to risk it being a flop. There are several ways that you could user test your site. You could use one of the many software options available online, they use a mixture of manual user testing and analytics features to assess areas on your website that might need improvement. Or you could conduct manual user testing yourself. Most people are happy to sit down to a website and play with it for twenty minutes or so in exchange for a coffee. It is best not to use family or friends because they are likely to be biased.
Your website should be working for you as an online salesperson. Make sure that you consider what you want to get from it in order to get the best return on your investment.
This article has been written on behalf of Bigfork Ltd, a Norwich web design agency specialising in effective website design and development.