So, you’ve made the decision to design a Website. Well done! That’s the first big step. It might be for personal use, it might be for professional use – either way, you want the brand you’re showcasing to be properly represented. You’ve also made a key second step in visiting the Yarra Web blog. We’re experts in the field and have successfully helped dozens of clients across a multitude of industries with their Web presence. On this blog, we believe that your success is our success and we love information sharing about what’s hot in the industry right now and what tools you can use to elevate your product or brand. Today, we’re diving in with what exactly makes the list of key components of Web success.
Awesome Visual Content
First up, visuals! We are visually driven people, even if we think we’re auditory or kinesthetic learners. If you’re driving down the street and you see someone wearing a ridiculous costume, or a building that’s painted a very bright colour, you’re probably far more likely to stop and examine what you’re looking it. The same is true for Websites, potentially even more so. If you visit a drab or empty Website with only basic information, you’re not going to stay on the site as long and you probably won’t make the conversion that the company is looking for. Conversely, if your Website has bold colors, lots of photos, or even video, you’re giving your site visitors a better experience.
To supplement the visual experience, you want to integrate clear and concise language. Nobody is visiting your Website to read a novel, especially if there is a call-to-action buried deep within. We have increasingly reduced attention spans. Fun (but embarrassing fact) – The average human attention span was 12 seconds in 2000. That was right around the time that the mobile revolution began. Since then, our attention span average has dropped to eight seconds. Perspective? Goldfish have attention spans of nine seconds. So, think about what you can take out and think about how you can rephrase the language displayed. This is a good opportunity to rethink your overall strategy, like your mission and vision.
Up-to-Date Contact Information
One integral piece of text is your contact information. You want this prominently displayed so that visitors don’t need to go hunting for it. When they have to spend time exploring the site just to find a contact email address, not only do you lose the conversion, but you potentially lose a visitor and customer for life. We recommend that the contact information is right there on the homepage and preferably in the header so users don’t have to hunt for it. That way, even if visitors don’t spend a ton of time on your site, they have your contact information and you can continue the relationship.
The Story of Your Brand
While it may not be the most enjoyable thing to put together, focus on a compelling “About Us/Me” page. Your visitors are staring at a screen, so even the most innovative Websites can only go so far. Your About page is an opportunity to tell your personal story and showcase your personality. What’s vital here is that you don’t assume you customers or visitors know anything about your brand. Assume that this is their first visit to the site and wow them with a creative but succinct story of how you came to be. They’ll feel more connected to your brand or product, and they’ll be better-educated while they navigate the rest of the site.
CTAs You Can’t Help but Click
Prospective customers are visiting your Website and need to be told what to do. That’s why a prominent call-to-action is so important. A call-to-action is just what it sounds like; it’s a directive to visitors and viewers that they need to do something on your site. There are many examples. They include “purchase here”, “sign-up now” and “share your email using this form”. The options are endless. So, get creative, but make sure that this is something that you’re checking off of the design to-do list. Without a call-to-action, your visitors may peruse the site, but they’re not driven to continue the relationship with you. They’re far less likely to purchase and they won’t provide you with contact information to continue the conversation.
Search Engine Marketing (SEM)
Finally, one of our favourites – the power of search engine marketing (SEM). While not as flashy, this functionality can make or break your brand. SEM works with search engines like Google or Bing and shares your site in search results, depending on your content key words. Use sites like Google AdWords to plug in the keywords that you represent your brand. Then, when Google users type in those keywords, your site is more likely to appear at the top of Google’s search results.
There are a couple of different ways that you can up your game here. Make sure that all of your content (written and visual) lines up with the keywords that you have on your site. Try to give each page of your site a keyword focus. If you’re a clothing site, the pants page would have “pants” as a keyword, the dress page would have “dress”, and so on.
Questions? Let us know. The Yarra Web team would love to help take your site to the next level.