1. Make sure your website is easy to navigate
Very simply, make sure that your website is easy to use. Visitors come to your website knowing what they need to do or achieve – so make sure you know why they come, and whether your navigation allows for a simple path to where they want to get to.
That doesn’t mean putting everything in the navigation, but it’s usually an acceptance of what you want to have in the nav isn’t always what your visitors want. It’s about knowing why, and accommodating for that in a clean, simple way. Some basic competitor analysis will give a steer, while simple ongoing analytics using Google Tag Manager and Hotjar can be useful for ongoing validation.
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One of the ways to instantly catch a visitor’s eye is to make sure that your site is aesthetically pleasing. Sounds simple, but having a design-eye is important to make sure your image selections match your brand’s personality.
If a website looks generic then the user is more likely to bounce off your page, so make sure you stand out. This doesn’t mean that you have to cram lots of images and information onto your home page. Instead make sure that you use eye catching headers and images that reflect your aims and a little about who you are as a company.
Stock imagery can be excellent these days so don’t dismiss it. Shutterstock or istock are typical sites that our design team occasionally leans on for imagery and sometimes icons and patterns. Quite a few clean sites use icons and background patterns.
3. Appealing content
Did you know, a client spends roughly 5.59 seconds reading a website’s content. This means that not many people bother to scroll once, let alone twice – so keep content in bitesize chunks.
Make sure that you’re using terms and keywords that your audience will be drawn to while also showing a more human side. It’s all about grabbing your users attention, but also informing them so they feel they have gained something.
One way of testing the impact of your content is getting someone who’s not familiar with your website and seeing how easy they find it to understand a core page. Ask them to look at it for 5 seconds and then close the page. If they are able to give you a brief overview of the content and the message you’re trying to convey, then perfect! The page is doing its job! If not, you might need to rethink your content and try and make it more concise.
4. Use the right tone
Carrying on from the last point, you have to ensure that the content you’re posting is in keeping the overall tone of your brand and tailored to the kind of audience that you’re speaking to. For example there would be no point having an overly formal tone if you were marketing to secondary school students.
You also have to ensure that your tone is consistent, not only on the website but across social media accounts and other forms of marketing. This not only gives the client an insight into a more personal side to your brand but also helps to make you recognisable and makes them more likely to engage with you.
Underpinning all of these things you can do as a website owner, is to make sure the infrastructure your site is using is optimised to make page load speeds as quick as possible. If a website takes longer than a user’s attention span, then you’ve lost them. You can influence this by poorly optimised images, the use of video or multiple plugins and analytical services that may not be needed.