Business websites in 2016 has evolved into the marketing arm for all businesses. Web designers and marketers work together hand in hand to deliver the ultimate tool to direct and convert users into customers. Why so much attention to website designs? As the digital age grows, it’s upward trajectory demands attention. Small savvy businesses and corporations get it. They harness the strength of the digital world and launch successful campaigns for themselves and their clients while leaving their competition in the dust. What separates a successful business website from the others? You! Understand your target audience and follow these 5 rules when designing and developing your website.
Creativity and Originality
Websites 10 years ago focused more on text and content. People were ok with reading oceans full of text years ago, but time have changed. Modern day websites focus on the delivery of a message. In a few short sentences, the home page delivers what the business or website is about. The message works together with attractive images to capture the attention of a potential client.
“I contacted your company for a web design because I wanted something different.” Originality is your brand! The look and feel of your website needs to embody your expectations but also appeal to your audience. This is the role of your designer, to pull things together and make it work. Be different, stand out in a crowd of template websites, and allow your website to do its job.
Before you start a web design project make sure it is well thought out. Think of it as English 101, writing an essay that makes sense. If you’re an engineer, think of it as a function to get to your end result. Bottom line is that your navigation needs to be easy for potential clients to get to your product or service with a click of a button.
Even if you your website have only 10 pages, ask your designer to build an illustration or a .pdf file drawing out the navigation system for your website. Don’t be shy about asking, in the long run it would save the designer and yourself a lot of time and I’m sure both parties would be grateful.
This is probably the toughest rule to follow. As a designer, I know what works and what doesn’t. How do I know this? It’s not a guess. By looking at website analytics, Google will let you know by providing tons of data on how visitors react to your website.
Every business wants a successful website. A website that brings back a huge ROI is how I would measure success. As much as a designer knows about analytics, he is not always right. This is the middle ground between the designer and the business. Both parties need to pull their ideas together and build a website that focuses on that business niche.
Call to Action
Visitors don’t know it, it’s purely psychological. People like bargains, everyone does. I went to Kohl’s to buy a pack of Nike socks for $15. It was an amazing deal, 50% off that day. I walked down the mall and browsed the Nike store. To my surprise the same pack of Nike socks were $15 normal price. Kohl’s got the business, Nike didn’t.
A successful website will have outlets for customers to either purchase or get more engaged. A well thought out web design can bring in a flurry of customers ready to participate in your offerings.
Here are some examples:
Plumbing Service – free video inspection of your sewer lines
Online Retailers – free $20 coupon when you sign up
Doctors – want to discuss your condition?
Lawyers – need a consultation on your case?
SAAS – free trial for 1 month
Engaging and straight to the point is the purpose of CTA. A little sway moving potential customers to your site vs. your competitors.
Build your brand and make it solid. Leave no doubt to customers that you are reputable and can be trusted. Your website should have links to websites such as Yelp, Google+, Twitter, LinkedIn and any other in your business niche. No one will believe what a reputable company you are by what they read on your website. Trust me, before they click the “money button” your potentials customers have already checked out your online reviews.
Branding can be a slow process, but should be kept in mind when building your online presence. Your website design should be able to act as a social media platform for all your online reputation. Establishing brand by reputation is a key to a successful business.