or how to improve conversion rate and does your website make you happy?
Business moves fast, and the world of web design moves even faster. If it has been a couple of years or more since you made changes to your website, you may be getting left behind. This post is for you. This blog post is also for you if your website is not getting the results you want.
It can be so difficult to know what action to take to achieve the increase in sales or visibility you need. All the more so, considering how much noise there is out there. Sometimes we all fall into the same trap – the noise trap. You need more business therefore you need to make more noise, right? There is certainly plenty of evidence of that on social media.
Sometimes what you actually need is a bit of quiet, a bit of space, time for reflection. Time to ask yourself: when was the last time you really looked at your website?
Let the following questions guide you in working out which parts of your web presence are due a refresh.
1) Does your website truly achieve what you want it to achieve? Could it be doing better?
Before finding new ways to get traffic, it’s crucial to make sure you are getting the most out of your current visitors.
2) What is the objective of your website? What is the goal?
Is it to sell products? To generate leads? Take bookings? A website without an objective or goal is kind of pointless. From a business point of view, I’m not too keen on pointless activity; how about you? Your objective can be turned into a goal – and your goal should be specific, measurable and realistic. It should be monitored and adjusted accordingly, depending on your results. As well as your website you will also need good quality traffic to meet your goals (more of that in a future blog).
3) What are the problems that your product or business solves?
Do you communicate this clearly? Can you make it simpler? The simpler your message, the more people you will be able to engage with it.
4) What action do you want your website visitor to take?
Another way to think about this is what is the action that needs to take place for you to achieve your goal? The answer might be to visit a link, fill in a form, subscribe to a list, purchase a product etc. By defining this action, you can make sure that your content leads your visitors to it. You can ensure it has some kind of visual dominance and is found in the right places.
5) Is your website about you? Or your customers?
One of the easiest ways to engage somebody in conversation is to make that conversation about them and what they are interested in. It’s the same with your website. You want somebody to take action on your page; to do that, you need to get them engaged. Make your website about them and their story rather than you and your story and you will have more chance of doing this. I’m sure you’ve all met someone at a party who did nothing but talk about themselves. Boring, right? Don’t be that guy, or gal…
6) What does the person visiting a specific page really want from that page?
Does your page deliver that? If it doesn’t, change it so it does and watch your results improve.
7) Can you simplify your page content?
If you want to be sure of what somebody gets from your page, or what they do on your page, you should simplify it. Simple pages convert better. We can see evidence of this by visiting the websites of big businesses. They have spent millions of pounds on marketing and guess what? Their pages are succinct, relevant and distraction-free. Yours should be the same, especially pages that make you money. You don’t want unnecessary distractions causing a block to the action that will make you money. Consider each element of your page and make a choice between the following 3 activities; keep, change or remove. Your information and blog pages should have a pathway for the user to quickly reach any related money-generating pages.
8) Can you simplify your website?
Do all your pages have a purpose or goal? If they don’t is that page really needed? Do we really want somebody clicking on a pointless page? Consider removing pages that serve no purpose or give them a purpose and make use of your assets.
9) Does your website work well on mobile?
Like really well. Is it user friendly, can the key actions be reached with your thumb, does the menu work nicely, do any elements overlap? A good mobile-user interface is imperative when you consider that most of your visitors will view your website on a mobile phone. Make sure the experience is as user friendly as possible.
10) How do you want somebody to feel when visiting your website?
What are the values you hold that you want to communicate via your site? Does your website achieve this? Are the colours right? Are the fonts right? Is there enough white space around important elements to allow them to be understood as quickly as possible? A cluttered, or badly designed web page will make someone feel uncomfortable, and less likely to carry out the action your business needs.
Answering these questions will give you a list of changes to improve your website. It will help to make your website more user friendly, which is what we all should want. Put your users first, consider the experience they need to have to carry out the action your business wants, and you will get more leads, sales and form fills. Your conversion rate will improve.
The most important thing is that you have clarity, something that perhaps is easier said than done. Look at any big, successful business. They have this clarity. Do you?
Make your users happy, and your website should make you happy!