When designing a website, there are many things that you need to keep in mind. Most importantly is how your website visitors will interact with your website.
In most cases, a websites main function is to sell something, whether that is a product or a service the end goal is to funnel visitors through your website and turn them into leads, booking and buyers.
Make it Easy for Visitors to Navigate
One of the things I see most on websites these days is bad navigation. The aim of any website it to lead visitors from one page to another and eventually fill out a form or book an appointment or, buy a product. In order to make this as easy as possible, your visitors need to be able to navigate your website without having to think about it.
In the last year or so, it has become a design trend to put a hamburger menu on a desktop design. But why is this bad? Well, it’s bad for a number of reasons, I will give 2 examples here.
The visitor has an extra step to find the menu
The aim is to make it easier for your visitors to navigate your website, not harder. When you add an extra step you are essentially making it harder for them to get to where they want to navigate to. Not only that, but with all the menu items hidden, your visitor can’t see your menu and if they don’t see the hamburger button, they may just leave not knowing what other pages or information your website has to offer them.
Visitors are used to seeing horizontal menus
When a visitor lands on a desktop website, they have certain expectations of some of the standard things they see on a website. One of those things is a horizontal menu across the top of the webpage. When you use a hamburger menu on a desktop website, it can disorient the visitor, which is probably the last thing you want your visitor to feel when landing on your website.
Call To Action (CTA)
For those who don’t know what a CTA is, it is basically a strategically placed button, link, or something that drives the visitor to take an action on your website that leads them do something like see a product, fill out a form to contact you or join a mailing list, or book an appointment.
When planning a website design, it’s important to plan your CTA’s too. The most common CTA is a button in the header of a page that might read something like ‘Get In Touch’, or ‘Book Now’, or it could be a link to view a product that is showcased in a slider in the header or other part of a page.
When adding Call to Actions’ it’s important to make they stand out, because just like we talked about with menus, CTA’s are also an important part of how your visitors navigate your website.
You should never put too many CTA’s on a page though, because an overused CTA can end up looking very spammy and actually put visitors off from clicking it. A good method of making sure your CTA’s are seen throughout the page is to put around 3 of them, one in the header, one in the middle of the page and one near the bottom. This way it won’t look like you are bombarding your visitor with them, but still get them seen.
Make your Call To Actions clear and inviting. You want you visitors to click on them, so make them do exactly as the website visitor expects them to do.
Whitespace is Your Friend
Your website might have tons of info that is screaming to get visitors to read, but there is a problem and it’s called information overload. Having lots of content about a particular subject is great for SEO but can not be as great for your website visitors.
Break up your content into sections that are easy to read, using whitespace to separate the different sections. Whitespace, of course, doesn’t have to be the colour white, whitespace basically means padding or areas of separation. It’s much easier to read certain information when its broken up into smaller bits using whitespace.
Easy to Use Forms
Yes, I know, it sounds pretty obvious but you would be surprised how easy it is to loose a potential client due to how your website form is designed.
Keep your form simple
Keep your forms as simple as they need to be. Don’t ask visitors to fill in any more info than you need to collect. The more obstacles you have in your form, the less it will convert. Do you need to ask ‘How Did You Hear About Us’? No, not at all, you have tracking such as Google Analytics to tell you the answer to that, right? If not, then there is no time like the present to add it to your website.
Position your forms in the right places
Forms should be higher on the page. This is because most visitors don’t scroll to the bottom. For example, if you have a long page and your form is in the footer of the website, there is a very slim chance many of your visitors will ever even see the form.
Feature Customer Testimonials
Having a great design that visitors can easily navigate is all great, but some people needs a little more convincing before they hit that CTA and fill in that form or pick up the phone to call you. They need reassurance.
Placing reviews around your website in areas that are easy to see shows your visitors you have are an authority in what you do. It gives your potential clients confidence to get in touch with you or book your services directly from your online booking system.
Of course, you can’t simply add any testimonial, they need to be genuine. Your website has a greater chance of converting visitors to clients when it has good detailed and genuine reviews from real people who used your service in the past.