Your website can say a thousand words about your business. But are they the right words? We’ve listed the 7 key elements you should consider to make sure your website is working for you – and not against you.
1. Clear Navigation
Isn’t it annoying when it takes forever to find something on a website? Make things easy on users and create simple, quick links that customers can use to navigate your website smoothly. Remember: too many clicks means not enough business. Aim to keep important information accessible in just three clicks or less so users enjoy navigating your site and will spend more time there.
2. Mobile-Friendly
We’re working in a mobile world–so your website should be too. Make sure your site is compatible on tablets, mobile phones and desktops to reach as many customers as possible. Your website theme should also be responsive so that it automatically adjusts to fit the device it’s on.
3. Consistency
You want to grab your customers’ attention, of course. But you also want to ensure that each page is consistent in design, content and theme. This gives a clean, streamlined and professional impression and is much more enjoyable for users.
4. Call to Action
Give your customers something to do! Want to drive sales? Provide links and information on sales and promotions that customers should take advantage of now. Want a larger, stronger client base? Encourage customers to sign up for your newsletter or to receive email updates on the latest news and sales.
5. Quality Content
What you say and how you say it are two of the most important elements of creating a successful website. Make sure your content is informative yet interesting to read. Don’t bore your customers to tears and don’t overdo the fluff. Finding the right balance is key and will entice your customers to keep reading on your site.
6. Quality Design
Your website design is key to the way your business will be perceived online. Ensure your design is well though out, professional, clean and relevant to your company. For example, a wellness center would likely choose design themes that emphasize a calm, healthy tone in line with their business, rather than an overly bright or vibrant design.
7. Legitimacy and Trust
What’s the first thing you do when you land on a new website? If you’re like most people, you probably do a quick scan to make sure it’s not a scam. These days, customers tend to be guarded on new websites, so making sure your site conveys legitimacy is important. A big part of achieving this is paying attention to the details.
8. SEO Optimization
If your website isn’t embracing SEO, it’s like hosting a party and forgetting to send out the invites. It’s more than just a keyword stuffing game; it’s about crafting meaningful content that deserves those valuable backlinks. It’s a digital handshake with search engine bots, inviting them to scan, appreciate, and index your digital abode. Embrace SEO. Become friends with it, and watch as your visibility on search engine result pages blossoms, drawing a steady stream of organic visitors to your doorstep.
9. Website Speed
Remember the last time a website took an age to load? It felt like an eternity, right? That’s a surefire way to let potential customers slip through your fingers. In the hustle and bustle of today’s world, websites need to keep pace. Every extra second it takes for your site to load is a fraction of your audience lost. Don’t fall into the slow lane – speed up your site, streamline your images, declutter plugins, and use a content delivery network (CDN). Remember, the tortoise may win in fairytales, but in the digital realm, the hare takes the crown.
10. Analytics and Tracking
Flying without a compass? That’s what operating a website without data feels like. Using tools like Google Analytics is like having a magic mirror that reflects your audience’s behavior, highlights your star-performing content, and traces your traffic’s roots. But it’s not just about hoarding data like a dragon with its gold. It’s about understanding this treasure trove, using it to enhance the user experience, grow conversions, and steer your website towards success. In essence, data is your North Star in the digital cosmos.
11. Accessibility
Imagine your website as a grand feast. Would you want anyone to go hungry because they can’t reach the table? That’s why accessibility is so crucial. It’s about setting a place for everyone, ensuring every visitor, irrespective of disability, can savor your digital offerings. Accessibility means making your website a welcoming party for all, whether they rely on screen readers, require high contrast for reading, or navigate with a keyboard. It’s not just ethical – it’s a way of opening your arms to a broader audience.
12. User Engagement
Your website shouldn’t be a monologue; it should be a conversation. Sure, a call to action is an invitation to interact, but think about the other ways you could chat with your audience. Could you add a comment section for lively discussions? Social sharing buttons to encourage your readers to spread the word? What about interactive quizzes to pique interest? A successful website invites its visitors to engage in a dynamic dialogue.
13. Conversion Rate Optimization (CRO)
A beautiful website without conversions is like a book with beautiful cover art but no readers. Conversions – be it a purchase, newsletter subscription, or form fill – are the lifeline of your digital presence. This is where CRO steps into the limelight. By deciphering user behavior, conducting A/B tests, and refining your site, you can turn casual visitors into customers. Because what’s a website without its devoted audience?
14. Security
The digital world can be a jungle, and every website needs its shield. Sturdy security measures – think SSL certificates – not only defend your digital territory but also reassure your visitors that their data is safe. And when your audience trusts you, they’re more likely to become loyal patrons. Plus, search engines favor fortified websites, and who doesn’t want to be in their good books? So, armor up. It’s time to win the trust of your audience and the respect of search engines.
Make sure content is organized and grammatically correct, design should be consistent on every page, and include contact information and links to social media pages.
This all adds up to reassure customers and makes them feel safe on your website and comfortable trusting your services.
A website can be a great tool to maintain and grow a company. But it needs to be a great website. So put the time and money into making sure each element is as strong as possible. Once you’ve done that, your website will make a lasting, positive impression on customers and become a successful tool for growing your business.
Contact our seasoned and friendly representatives at Ballantine today to discuss options for your company!
I'm the Director of Digital Services and Partner at Ballantine, a family-owned and operated direct mail & digital marketing company based in New Jersey. and started in 1966 by my great uncle!
