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A business’s website is their online storefront, whether or not it functions as an eCommerce store. Websites are usually the first impression consumers usually see when searching for businesses, products or services online. Much like the popular saying, first impressions are lasting impressions. Which is why your first impression should be positive.
There are several factors which can impact the impression a business website gives to its audience. The main ones are content, design and functionality. Here are some things you will want to keep in mind when developing your website.
- 55% of visitors only spend 15 seconds on a page.
- As of October 2016, more people access the internet via mobile or tablets than desktops.
- Users want to be able to find the information and can get frustrated if you have too many or too ambiguous navigation links.
- Customers may leave your site before it finishes loading if it loads too slow.
The Content:
Content is almost or just as important as design/functionality. The content is the message you are wanting your users to read. The design of the website should enhance the content and not detract from it. Below are some tips for creating web content.
- People get intimidated by long blocks of text, so keep your sentences/paragraphs clear and concise.
- Most people don’t actually read website content, they scan it. Make you website scannable by using headers and short paragraphs.
- The average American adult only has a reading level of a 7th-8th grader. So try to avoid long or difficult words.
- Write content using the inverted pyramid style – overview first then get to the more in-depth details further down.
The Design and Function:
Design and functionality should go hand-in-hand. Yes, you want your website to be visually appealing, but you also want people to stay and interact with your website. When designing your website keep these things in mind.
- Use quality images. Remember your website reflects your business. Low quality images could make your visitors think that your business is low quality or not as reputable.
- Your design, colors, font, etc. should be consistent with your brand identity.
- Keep navigation simple, you want your visitors to find the information they are looking for.
- Know what your objectives are. What actions do you want your user to take on your website?
- Design with your user in mind. Think about how your user will be accessing the website, what will they see first, what will stand out, etc.
- Paragraphs with centered text is harder to read and should be used sparingly.
Your website is your businesses digital face. It is the first thing you customers see when searching for you or discovering you online. Having a well designed website is important because you only get one chance to make a good first impression. So, what is your website saying about your business?
By Ashleigh Cue
