We’ve talked a lot about web design over the past few weeks, from revisiting 2018’s web design trends and reviewing questions to expect when building a website to explaining the difference between a web designer and a web developer. The reasons for focusing on website design are plenty, but the key takeaway for businesses should be that your website is your virtual front door. In many cases, it’s the first impression many potential customers will have with your business. And you know what they say about first impressions … they’re important.
There are many tactics one can use to help people find your site — implementing SEO best practices and incorporating inbound marketing strategies such as creating great content, using CTAs and email marketing, and paying attention to your social media traffic. But to maintain a competitive edge in today’s marketplace, business websites must have a modern, responsive design that keeps customers on your site once they find it. Is your website unintentionally driving people away? Maybe it’s time to revisit your website’s design. Here, we offer 10 elements that all successful websites should have — components that will ensure your website rises above the others.
Visitors should immediately know what your website is about and what your business has to offer. Make sure your headline clearly communicates this.
2. Calls to Action
Calls to action (CTA) enable visitors to dig deeper into your site and should direct them further along in the buying journey. Effective calls to action include “sign up to learn more,” “contact us for more information,” “click here to download,” and more. Most CTAs will send you to a landing page with a form that the visitor must fill out in order to receive the offer. Businesses can then use this information to follow up with them in the future, such as by subscribing them to an email list. In short, CTAs encourage visitors to take an action on your site and engage with the content that you offer.
3. Beautiful Images
A website’s design should enhance the user experience. Be sure to include imagery that not only relates to your business, but is also visually appealing.
4. Centralized Navigation
Navigation should be prominent on the homepage. It should be easy for visitors to find what they need to on your site.
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There’s no doubt that a business’s website is instrumental to its overall success: 48% of people say a website’s design is the most important factor in deciding the credibility of a business. And on top of that, HubSpot reports that 38% of people will stop engaging with a website if the content/layout is unattractive. When was the last time you updated your company’s website? An outdated or inefficient website could be a contributing factor to why you’re not converting as many leads as you’d like. Take a look at your site. Try to navigate it. Is it attractive? Easy to use? Does it encourage you to dig deeper into the available content? And, ultimately, what kind of first impression do you think it leaves on potential customers?