You’ve heard it a million times before, but once more won’t hurt: your website is the most important marketing tool you have at your disposal! As business has become more and more defined by the digital arena, websites have steadily begun to take the place of physical storefronts, and for a lot of prospective customers it’s going to be the first impression they get of your brand. If you’re not sure about what you should be prioritizing in your website, here are some valuable pointers.
Don’t Overcomplicate It
A well-structured and easy to navigate website will always be a more effective marketing tool than one that’s overloaded with information. Obviously, depending on the niche your business is in, it may be a little hard for you to keep things nice and minimal. However, by limiting your navigation menu to 4-6 tabs, and organizing everything else underneath those categories, you’ll stand a much better chance of getting your customers to stick around, and will be able to keep your bounce rate to a minimum. The average web user will spend mere seconds looking at a site before deciding whether they should stay or go. If you’re making your layout unnecessarily complicated, they’re liable to move onto something more user-friendly.
Don’t Forget a Call to Action
Ask anyone who’s involved in the ecommerce niche, and they’ll tell you that cart abandonment is one of the biggest problems they have to deal with. A customer will make it to the website through content on social media or another platform, fill their shopping cart up with products, get to the checkout, and then abandon it. This is almost always down to a poor or absent call to action on the website. Whatever it is your website is meant to get people to do, make sure that all your visitors know exactly how they can do it from the moment they hit your landing page. Utilizing color, contrast and space in your website design is a great way to guide your traffic over to click the right buttons. For example, if your site is all about marketing a certain app, make sure there’s a big, prominent button visible on all your pages which takes them straight to the App Store or Google Play page.
Include A Search Bar
I’m sure you’ve been in the following situation at least once. You visit a website looking for some useful information that you remember being there months ago, but when you try to track it down through the site’s navigation you just get frustrated and leave. This phenomenon accounts for a lot of company’s massive bounce rates, and it’s something that you need to avoid at all costs if you want your site to really work for you. To help your repeat users get where they’re going, have a reliable search bar somewhere nice and visible on your site. This one simple move can make all the difference when it comes to your conversion rate.
When you’re building your site, don’t forget these three essentials!