Websites are usually thought out well when created. But often they are left to either vegetate or, worse, are lapidated with TMI!
Just remember these two things:
- A static, uninvested website will lull itself into a poisonous lethargy, and you can be guaranteed of its lethality for any prospective footfall.
- Likewise, every single offering or miniscule evolution doesn’t somehow need to be squeezed into the last breathing chink in the website.
Do you want to turn people into leads or people who leave?
The layout of your website needs to flow organically, logically and coherently.
You need to map out your website. What goes where and why. How is a particular layout better? Does it ensure a direct conversion path or does it meander? You actually have marketing research tools to help you see what search words people use to look for products or information, how people wander about your website, what interests them and leads them on and where they drop off. You can use all this data to your advantage in re-vamping your website and making it more agreeable.
Your design and copy need to be balanced.
Websites that have clean ideation and execution work best. Visual appeal is always stronger than any other element. It attracts attention, it simplifies ideas into comprehensible nuggets of information, it makes the text more reader-friendly, and it can be used to direct the customer’s attention down a particular path leading to action or a CTA. However, it can’t be only design text, it needs some meat on it. Crisp, to the point content that isn’t heavy but still serves its purpose. Avoiding disorienting gifs and videos that auto-play.
Your messaging has got to strike the nail on its head.
Once you figure out the layout that works best for you, next work on the actual content.
Don’t ever underestimate content. It caters to different levels of the funnel. Are you populating the website with content relevant to all levels of the marketing/sales funnel (AIDA) or just one? Each page must very clearly be demarcated for audiences at different levels of the buying cycle. For instance, someone may already know what they want and don’t need awareness information. They may have already looked at their different options and have landed on your website to find out what you offer that is better than the others. This means they have filtered down to the bottom of the funnel and are a step away from becoming potential customers. So your page must focus its messaging on content that shows them why you are the answer to their dreams. For instance, you could use a demo to display your best points. But you can’t put out content educating them on the product because at their stratum it becomes redundant. Some pages can have a mix of levels so the content needs to be extended accordingly, but still remains clear in its target.
Optimise for mobile
We live in the era of the instant generation. This means mobiles are as integrated a part of their lives as brushing their teeth in the morning – mundane, necessary, enjoyable and done without thinking. If your website takes more than 3 seconds to load on a phone, your prospect has already left. If they have to pinch the screen, scroll backwards, forwards, up and down, and squint their eyes to see what it says, they will throw up their hands. Either get your company a mobile app, or optimise your website for mobiles. 1.2 billion people access the web from their phones. Do the math.
This is obvious. Everybody judges a book by its cover. The kind of design and layout you have is supposed to reflect what your company is all about. When this is sloppy, crowded, sparse or not decisive, visually it appears to be difficult to navigate through. And this doesn’t resonate well with visitors. People connect with you based on your personality. If you smother this in litter they aren’t going to take the time to discover the real you.
In conclusion, constantly monitor, re-visit and update the site for valid changes and adjustments based on relevant data feedback, and a clear understanding of why that amendment was made.