5 Golden rules when thinking about your website.
Create an easy enjoyable interactive experience.
Whether you are creating a new or rebranding a website it’s so easy to get hung up on the aesthetics. Everyone seems to have an expert opinion on the shade of red! But in a world of digital obsession, organisations must make sure a website’s design is optimised for usability.
Mobile internet usage already dominates the B2C and eCommerce businesses, hence why we’re seeing a shift of new websites being created solely for mobile which are responsive to desktop rather than the other way around. Add the fact that last year Google announced they were adding mobile-friendliness as a ranking signal, it’s been predictable trend.
B2B companies are now beginning to catch-up with the realisation our digital habits are being weaved into the business world. It should be a top priority for any business – don’t shut the door on your target audience.
Whether we approve or not we live in a time precious society were balancing work, home and family life means every second counts. Combine this with the rising need or desire for convenience within so many aspects of our life from food to on demand TV, consumers decide what they want and when they want it. So, it’s no surprise to realise that anyone perusing a website won’t tolerate poor navigation or the inability to find what they are looking for within seconds - they’ll simply leave the website never to return.
Visitors need to be able to navigate around your site with ease, it should be a pleasurable experience, this is where good design and tone of voice will play their part.
The visual manifestation of a website has always been a key ingredient to online success but with the inclusion of design within the Google algorithm it’s become an essential element. Effective website design carefully crafts graphics, typefaces and colours to create a visual hierarchy, which leads visitors to naturally gravitate towards the most important elements of web-page.
The main goal of a website is to lead visitors to a desired action, by structuring the design elements carefully visitors can be drawn to those all-important trigger points.
A consistent navigation structure will help visitors move effortlessly around a website. But consistency across all elements such as backgrounds, colour schemes, typefaces and tone of voice will positively impact the user experience, which will encourage both desired actions and return visits. However, there is a balance to be made to ensure not every page looks the same, it’s about creating a structural layout for specific pages and by using those layouts consistently, you’ll make it easier for the visitors to understand what type of information to expect within certain pages.
5. Don't just sell
Today’s sales approach has changed dramatically over the last 10 years, gone are the days of ‘sell, sell, sell’ it’s now become far more ‘give, give, give’ to the consumer or client, whether the ‘give’ be advice, information, tips, etc. to build a relationship or a rapport. Who would have thought a butter website such as Kerrygold would be full of recipes and health tips! So, when you are planning your content think about how you can help your visitors, what are they interested in? Don’t just sell.