No matter how big or small your business is, your website is the hub of your online presence. So, whether it functions as a digital brochure, online shop window or virtual checkout, it’s often the first port of call for users looking to find out more about your business.
This means a successful website needs to make those actions as easy as possible for your visitors. To do this, it needs to do more than sell directly. Your website needs to guide users in a way that will make them understand, remember and consider your business.
A good website that does all the above can really help your business, but a bad website that doesn’t consider its users can actually hinder your progress. Here’s how.
Boosting brand awareness
Your website’s functionality and content goes hand-in-hand with its search engine performance. One of the most important parts to building a “good” website is ensuring that it’s optimised for search engines, as according to HubSpot, 75% of people never scroll past the first page of search results. Search engines like Google have guidelines and algorithms that favour websites that are relevant and accessible, so your website needs to follow suit in order to appear higher in search results.
An SEO agency will help you to boost brand awareness to potential customers by increasing your prevalence in search engines. Not only can this lead to more direct sales, but your potential customers may find your website after searching, become aware of your brand, and return directly to your website at a later date when they’re looking to make a purchase. Incorporating brand identity features such as colours, specific imagery and showcasing your personality through a consistent tone of voice can make your brand more memorable.
If your website doesn’t cater to its audience, search engines could potentially rank you lower than your competitors, reducing traffic to your website and slowing down that brand awareness that’s crucial for first-time and repeat customers.
Informing users about your business
Once users have landed on your website, you might think that the hard part of actually getting them there is over – but you’re just getting started!
How many times have you landed on a website and found it too boring, too complicated or irrelevant to what you really need? You might have immediately exited the page, or searched aimlessly for what you’re looking for. Both of these situations could be due to the website not providing enough relevant information, or perhaps the user journey was confusing and you didn’t know where to go.
It’s vital that you understand what your potential customers are looking for in order to create website content that provides it to them. It needs to be easy to read, eye-catching and interesting, as well as provide a clear call to action that will allow them to move forward with an enquiry or purchase.
Catering to your target audience
Do you understand what your users are looking for? Do you understand who they are, what they want and what they’re inspired by? If so, you can use this information to inform your website design and functionality. Not understanding this information can leave you guessing as to what your customers want, and if you’ve missed the mark, you could lose out on those all-important sales.
This involves creating content for user’s search intent (whether they’re looking for more information, or whether you’re looking to purchase something), incorporating specific design features, and carefully selecting imagery that represents your audience. You can also cater to your target audience by understanding their access needs, for example whether they’re likely to need larger font sizes, are more likely to browse on desktop, or need simpler menu layouts.
Motivating users to convert
Once a user is on your website and is aware of your product or service, how are they going to get in touch? Burying calls to action under mountains of copy, lengthy forms and multiple steps can spell disaster for your conversion rate, as it lengthens and complicates the user journey.
A good website will ensure that calls to action are clear, visible and simple, taking note of a user experience and journey that’s as easy as possible. Users need to be aware of how to take the next step with your business, whether that’s making an enquiry, purchase or organising a meeting with you.
In order to improve how your website works, you need to understand how your users are interacting with it. A good website will incorporate analytics software that will provide insights into how long users spend on your website, which pages they visit most, and where they drop off the website.
Not understanding your user’s pathway can mean that mistakes or issues with your website can go unresolved, leading potential customers to go elsewhere. Analytics can also benefit your website by letting you know which parts of your website are most successful, meaning you can use those insights to inform future marketing campaigns.
All in all, creating an incredible website that caters to its users and boosts your business requires hard work, experience and dedication. If you would like a new website, give us a call on 0121 355 8092 or email firstname.lastname@example.org to see how we can help you achieve your goals.