They say “you never get a second chance to make a good impression”, and this is especially true when it comes to website design. Even in this era where content is king, good website design is equally important. After all, it doesn’t matter how good your content is if your viewers can’t find it.
Below are some elements to keep in mind when trying to attract business through your website.
Good website design is simple to use and easy to navigate. Poor navigation and extra “bells and whistles” before offering the information to the viewer can be frustrating, and will likely just lead to higher drop-off rates. Make it easy for visitors to find the things they want, such as product or service details, an e-commerce section, or contact information.Good website design finds the balance between simplicity and complication: use attractive images and design to complement clean navigation.
The importance of colour in website design cannot be understated. Research has shown that up to 93% of purchasing decisions are based on visual perceptions. An additional 85% of consumers cite colours as the determining factor in their purchase decisions. Colours help with understanding, readability, and they can also play an important role in website navigation. Determine what colours to use by looking at your target audience: are you aiming to attract older people? Younger people? Men? Women? These demographic groups will respond differently to the colours you choose.
Video is an imperative part of modernizing a website’s design. Consider these impressive statistics regarding video and consumer activity:
- Including a video on a landing page can increase conversion rates by 80%
- 4 times as many customers would prefer to watch a product video versus reading about it
- 55% of people watch videos online every day
- Almost 50% of internet users look for product videos prior to making a purchase
Video is a great tool for storytelling, for conveying meaning, and for capturing a consumer’s attention – just don’t make it too long! Nearly two-thirds of consumers prefer videos under 60 seconds in length.
Online shoppers are looking for a credible source of information prior to making a purchasing decision. If the front page of your website hasn’t been updated in 5 years, visitors will be more likely to leave your site in search of one that maintains an active management strategy.
If your product or service offering rarely changes, that doesn’t mean your website needs to stay the same. Maintaining a fresh website design is still crucial to staying relevant. When a website looks outdated, visitors are less likely to trust the information provided.
Value & Engagement
Having a well-designed and easy-to-navigate website presents value to visitors in and of itself. Good website design includes a good reason to visit the aforementioned page – this means content offers!
Adding value by providing a free eBook, coupons for your products, or educational resources is a great way to convert visitors into customers. When studying the metrics of your website, focus less on the impressions count and more on engagement. Offers are a way to create strong engagement and return visits.
All Roads Lead to Websites
Your content, social presence, and traditional marketing efforts should all direct viewers to your website – it’s the backbone of your digital sales effort. It’s easy to build a website and then ignore it for other business tasks, but constantly tracking success and building on trends is key. Don’t miss any opportunities to attract new customers and generate leads because of an outdated website.
Need support to get started? Want to talk more about your digital presence? From website design to digital marketing, our team of experts will work as your partner to achieve success. Contact us today to learn more.