All too often, business owners get caught up in the appearance of their websites rather than placing emphasis on the usability of the site. When it comes to website design, the famous phrase 'beauty is in the eye of the beholder' could not be more applicable. Who determines a great design is not the owner of the website himself, but the users. Your customers.
So what makes up great website design? In our opinion, the best websites on the internet offer responsive design, high quality content, and clear conversion paths. Let's take a moment to dive a little deeper into these three essential pillars of solid design for your website:
1. Responsive Design
Think about how your customers are interacting with your website. If they are like the 60 percent of consumers that rely exclusively on their mobile devices to make a purchase decision, you need to make sure that your website is able to reformat its content depending on the size of device that is used to view it. This is called responsive design, and many businesses are making this a priority in 2015 as more and more consumers are using their smartphones and tablets to surf the web.
Responsive design ensures that the content on your website can be easily accessed no matter what device is being used. It ensures that the content on your website is loaded in a timely manner and viewed in the most appropriate format to offer a satisfactory user experience.
2. High Quality Content
Search engine giants like Google are constantly being revamped to deliver the most helpful, relevant, and accurate results to searchers. This means poor SEO practices such as keyword stuffing should be dropped immediately and replaced with high quality content creation.
The content on your website should address burning questions that your audience has and challenges that they may be facing. The best designed websites make navigation very easy for users to find the content they are looking for. At the very least, your website should include the following pages: home page, about us, products and services overview, blog, and contact page. The businesses that are most successful reaching their target customers online use their blogs to create 2 to 3 pieces of unique content a week.
3. Clear Conversion Paths
A conversion path is defined as the process in which a visitor to your website becomes a known lead to your business. With good website design, your visitor should easily be able to see a remarkable offer or read something engaging enough to inspire clicking on a call-to-action button (CTA) to learn more. Every page of your website design should include a CTA to help guide visitors through to the next step you want them to take.
It's important that you consider the various stages of your buyer's journey in order to be the most effective with creating your conversion paths. For example, if someone is visiting your website for the very first time, the offers that they may be most interested in will likely be educational. Your offers should adjust as your prospective customers move through your sales funnel. Presenting your audience with content catered to the various buyer stages and finding a way to incorporate this into your website design will help to enhance the overall user experience on your website.
Taking the time to consider these three incredibly important elements of effective website design will yield you a high performing website that delivers an engaging, useful, and memorable experience for your audience.