Creating a website that is pretty just won’t cut it anymore. When you invest time and money into a website, it’s important to consider these five factors so you can optimize your website’s performance, enhance user engagement, and ultimately drive the desired outcomes for your business.
Let us now dive deeper into each factor, exploring actionable steps and strategies to help you achieve success in the digital realm.
Within 3 seconds of the page loading, your website needs to tell visitors what your site has to offer.
This is done “above the fold”
The concept of above-the-fold goes back centuries, to the beginnings of the printing press. Newspapers, due to the way they were printed on large sheets of paper, were folded once they were sold. This led to only the top half of the paper being visible to the passer-by.
The newspaper industry quickly worked out that to garner an audience, they must present attention-grabbing headlines, content, and imagery on the top half of the page.
This basic principle remains the same for your website. The fold in the digital regard relates to the scrollbar. Anything that isn’t visible immediately, and requires scrolling, is considered below the fold.
Action Step: In your “above the fold,’ clearly communicate what you offer (no fluff!) and convey that you can be trusted (are credible).
Too many times, I drop in on websites that:
– Are cluttered with too many options to choose from
– Use “Journal” or “My Thoughts” instead of “Blog”
– Have NO menu at all
I immediately have to think much more about finding what I need on the site. From a brand perspective, this creates distrust between me and the brand.
Unclear and cluttered navigation is the quickest way to get someone to exit your website.
If your customer doesn’t understand what the navigation options mean IMMEDIATELY, then they’re not clear enough.
Our website goal is to provide the best solution to your ideal client in the most user-friendly, speedy way.
Stay under 6-8 pages and keep the cute phrases for inside your copy or social media.
Action Step: What does your website menu look like right now? How many options do you have? Can you combine any pages to decrease clutter and make it easier for clients to learn about you?
Whether you’re tweaking your homepage or redesigning it completely, be sure that it is fully optimized for mobile.
Not only are mobile-friendly websites better for SEO thanks to Google’s algorithm change in 2019, they’re also a much better experience for the increasing number of people using their mobile devices (aka the majority).
• Consumer trends now show that research is being done on the phone, with complex action being taken on desktop.
• 57% of internet users say they won’t recommend a business with a poorly designed website on mobile
• In 2018, mobile ecommerce revenue accounted for 50% of total U.S. e-commerce revenue
• Mobile devices are projected to comprise 63% of global internet use by the end of 2019
This means potential clients are scoping you out from social media or right after someone recommends you on their phone and then when they are ready to book or purchase, they jump on their computer.
Even the best of websites don’t always convert immediately.
The old school marketing rule was that a potential customer may need to see your content or offer 5-7 times before they would buy. With the speed of the world and content overload, that number has increased 14-20 times to make an impact.
Free content sets the stage and showcases the importance of your paid content. For potential clients who are looking for more information and not ready to purchase, offer a link to a resource center or provide a lead magnet where they can get value from you right away.
Not only does this keep them on your webpage for longer, but it also helps you establish your credibility as a thought leader in your industry.
Do you know your numbers?
What is going in and out of your business?
Numbers tell the story of your strong point and weak points, so knowing where you stand is important to know if you are on the right path.
You can launch a beautiful website, but if it is not converting then it will do no good for your business. With every custom design client at Be Bold Design Studio, I schedule a call 3 months after they go live to review the impact their website is making on their business. We look at the stats, the hot spots on their website and make tweaks as needed.
Establish consistent practices where you check your analytics weekly, monthly and quarterly. I’ve got a helpful blog post on how to get started with Google Analytics here.
Action Step: Track the following states for your business:
By focusing on impressing above the fold, ensuring clear and easy navigation, optimizing for mobile devices, adding value through thoughtful resources, and tracking key statistics, you can create a website that not only captivates visitors but also drives tangible results for your business.
Embrace these essential factors, implement the recommended action steps, and continuously analyze and refine your website to stay ahead of the curve. With a well-optimized website, you can make a lasting impression, provide an exceptional user experience, and achieve your desired goals.
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