You could be forgiven for being slightly confused about what makes a good business website design.
On one hand, you are told to keep it brief, snappy, catchy – on the other hand, you’re told to provide good content, useful content, great customer experience…So how do you get the balance right?
Again, you can be forgiven for not being an expert – there are entire degrees and careers dedicated to good website design and online marketing – but here are a few things to consider.
Get the home page right
Living in a world of technology where everything is available at our fingertips has made us impatient and easily distracted. This means your audience needs to be ‘grabbed’ or ‘wowed’ straight away when they land on your home page – otherwise, they will drift off somewhere else.
Getting your homepage right is therefore very important. It has to do a lot of things very quickly:
- Tell people who you are and what you do
- Look incredibly attractive and compelling
- Give the audience a reason to stay and read on
- Give the audience a reason to click on something
- Be easy to follow and understand
Make the visit worthwhile
Audiences may well be impatient and easily distracted, but that also probably means they prefer to carry out their tasks online, which works in your favour. Examples:
- Many people would vote to search for a birthday present online rather than drive to a car park and wander around for hours looking for inspiration.
- Most of us would prefer to find out about a local service we need online rather than having to pick up the phone – things like how much it costs, what they provide, what are their hours of business…
So, think whether or not your website provides what your customer needs from their online experience with you. Include tips and advice, news and events, practical information about your business etc
Encourage them to come back
Of course, what you want is for your audience to come back – even BOOKMARK your website page for future reference. So how do you do this?
- Promise more in the future via a regularly updated page of news, events or tips.
- Provide an information section with lots of tips and advice that your users will want to keep referencing. An accountant might offer things like tips on keeping your business accounts easily organised. A garden centre might provide advice on what needs doing in your garden at different times of the year.
- Links to other useful websites – of course you don’t want to send people to your competitors, but if you are a bed and breakfast, you could provide links to local tourist attractions.
Finally, try to have fun with your website. Think about what you would enjoy looking at and browsing as a user.
To talk to an Infoserve website expert, contact 0800 089 0879 or find out more about our website packages on the Infoserve website.