Your business may not have a marketing website design, but that is no excuse for a poorly designed website. In today’s online economy, presentation is arguably as important as the quality of the product or service you are promoting; poor website design sends a quick and lasting impression to those who “click in.”
An intuitive, easy to navigate, responsive website lets people know your business is keeping pace with the times. For this reason, it is vital to ensure that your website reflects who you are as a business and gives the message you want it to relay.
Tips to Optimize Website Design to Improve Ranking
Your Website Talks
Like it or not, your website speaks on your behalf, creating impressions and either attracting or turning away potential business. A cheap-looking, non-functional website gives the impression that the business does not care to invest in the things that matter. A website that is not user-friendly may tell your visitors you lack caring customer service. A blog that has not been updated may speak of neglect. Regardless of your product or service, it is vital to consistently evaluate the message you are sending across the worldwide web. Creating a user-friendly, professional, and meaningful site may take some time and money, but the alternative may be even more costly.
When a visitor clicks into your website, what is the first thing that meets his eye? What would you want to see if you were a guest? People enter websites with a purpose in mind. Most visitors will arrive at your website because of a search engine result. Their arrival is purposeful, and has an expectation of finding what they came for. As a business, your website must be focused on providing easy access to the things people want. Rather than building your site around what is important to you, build it, or have it built, with the user in mind. A user-centric website not only arrests the attention, but it provides user-friendly access to things that are important to consumers. Visitors should not have to dig for what they are looking; it usually ends up in frustration and exiting the site.
The look of your website should reflect your business. People do not come to an attorney’s website to find engaging games for kids, or to a medical website to answer trivia questions about the weather. While there are certain techniques that can make a website more fun and engaging, never let that overrule the appropriate tone for your line of work.
According to Businessweek, people come to your site for its content (1). Although the first impression of design and layout may attract attention, content will determine whether visitors return or not. Many companies make the mistake of having a well-designed website and thinking that their search engine rankings or name-recognition will keep traffic flowing and visitors engaged. And while these things are critical elements, the cry for excellent content keeps sounding. Top website advisors point out that users are looking for information: the best websites, those stay at the top of rankings and are most often linked to, are those that excel at providing fresh, quality content (2).
Make it Accurate
The impression given by your website should be accurate. If you are a consulting firm that creates innovative fresh ideas for others, your website should look innovative and fresh, do not let a shoddy website tell others your ideas are worthless. And if you are outstanding in your line of work but are all thumbs when it comes to website design, pay someone to build a fantastic site that reflects how well you do what you are good at. After all, to a consumer the best websites reflect the best businesses.