The 11 elements of a successful website
1. A Clear and Concise Pitch
The average attention span of a website visitor is fleeting, with most making a decision to leave or keep reading in under ten seconds. That’s not a lot of time to grab your visitor’s attention and effectively convey who you are, what you do, and most importantly, why they should choose you to do business with.
Make sure this critical information is succinctly worded and prominently placed on your homepage.
2. Well Defined Call to Actions
What do you want visitors to do when they come to your site? Make a list of these goals and then create clear call to actions that will encourage your visitors to move through your sales funnel.
Some established call to actions and positions to consider include placing your phone number in the upper right corner of each page, including your full contact details in your site footer or sidebar, and incorporating buttons next to key sales messages to nudge them in the right direction.
3. Measure, Tweak, Repeat
Is your website working for you? What areas could be improved to make it perform better? The only way to discover ways to increase your conversions is to test different variations of copy, call to actions and marketing efforts to see what gives the best results.
The first step in this process is to track conversions. Whether you use a tool such as Google Analytics or keep a simple tally of daily email enquiries on a whiteboard, the important thing is to keep a record of conversions and use this to compare how different changes to your website or marketing efforts impact the results.
4. An ‘About Us’ Page that Builds a Relationship
Steer clear of the typical, boring About Us page and use this location as a way to make your company stand out from the competition.
Focus on what makes you special and unique, including any ways that you excel in customer service.
If you include a list of staff on this page include details that will help your visitors to see them as real people they can relate to.
5. Consistent, Quality Content
The content on your website is a core part of your marketing. It should always be of the highest quality and free from grammatical and spelling errors.
Your content should also be consistent, helping to create a clear sense of your company and brand personality.
If this seems like a tall order don’t be scared to hire a writer who can deliver expertly crafted content that conveys your marketing message in an engaging, creative way.
6. An Attractive Design
Create a place on the internet that is a genuinely enjoyable place to visit.
Your website design should fit well with your overall branding and logo design, whether that is bold and colorful, or slick and corporate.
Colors, layout and design elements such as buttons, graphics and menus will all have an effect on the overall impression a visitor has of your company, and can create a strong and lasting impression of your brand.
7. An Intuitive Visitor Experience
Your customers motivations and needs should always be at the front of your mind when you are thinking about your website.
Try to anticipate the questions that they might have and make sure that the answers are easy to get to through straightforward and intuitive navigation.
8. A Responsive Design
With a growing number of website visitors using a mobile device to access content your website needs to look good on all types of screen sizes.
The easiest way to do this is to make sure your website is responsive, meaning that it will automatically scale or serve a visitor a version that will display optimally on their device.
9. A Secure, Stable Platform
The platform which you choose to build your website with will impact the way that both your staff and customers will interact with it, so it need to perform well for both.
Your sales and marketing team need to be able to quickly and easily add products, content and other resources as well as implement any changes or new features with minimal hassle.
Visitors should enjoy a seamless experience on your site without encountering delays, errors or downtime.
A good rule of thumb is to look for a CMS which is well established, has a good support network and is actively maintained and updated by the creators.
10. A Carefully Laid Out Marketing Plan
Getting the word out about your website is a big challenge, and one that is easier if you have a marketing plan in place to keep your activities consistent and strategic.
Once in place, measure the results of all marketing carefully and continue to tweak and look for additional opportunities.
Your business is unique, so don’t rely on a template marketing plan. Put some thought into who you audience is, where they can be found online and the types of marketing they will respond well to.
Building your website traffic takes time, so stick to your plan!
11. A Great Web Design Company
A website design company can take a lot of the stress out of creating a new website, bringing with them a wealth of experience and knowledge about SEO, content marketing and visitor conversion.
Look for a company with a large portfolio of relevant work, a team who are happy to talk to you about your goals as well as answer any upfront questions you may have- even if this relates to specifics about their prices. There can be wide variations in pricing between different web design companies and you need to make sure from the get go that you’re working with one who’s services fall within your budget.
Making the right choice now can lay the foundations for the success of your website.