Your company’s website is the centralised hub in which you intend to drive traffic, generate brand awareness and subsequently turn user engagement into acquisition, however its significance is subject to debate more than ever. Given the emergence of social media platforms it could be argued that these new channels are now being utilized more than ever to pump out content. This may well be true, but your website is always going to remain the final location where your users will make their final decision. Without a website PPC (pay-per-click) would be obsolete, the same also applies to targeted SEO campaigns. PR, content marketing and advertising would also lose their primary purpose if that hard earned company mention doesn’t link back to anything substantial or relevant enough for your user.
Your website should be broken down into three separate factors; structure, aesthetics and content, yet all should be kept in fine balance with one another. Websites generally fail if these aren’t done so as they tend to appear too overwhelming or underwhelming.
Overall when placing these components together put yourself in your user’s position and ask yourself whether your site is engaging enough for you to stay on. Thinking of every area (I.e, button locations, colour schemes, tone of phrasing) will place you in good stead as you remain objective in your pursuit of web success.
The structure of your website is vital to keeping your user engaged. Poor manoeuvrability has the ability to ruin your users experience and deter them away from your service. A comment worth noting, you shouldn’t have to ask your user to do more than what is required to achieve what they came to your site to do.
Take a look at some of these examples of frustrating user experiences – http://uxfail.tumblr.com/
Ensuring that your entire website is SEO friendly will help your quest of becoming more visible on search engines. Carefully selecting relevant keywords and drafting appropriate Meta descriptions tags for individual landing pages will maximise your organic reach. By not utilizing the benefits of SEO means that you’ll potentially run the risk of being ousted by your competitors (who have made all aspects of their website SEO friendly).
The design element of your website is also another important factor you should carefully think about. Too much or too little design has the ability to either break the user experience or not engage the user as a result.
If a website contains far too many design elements (I.e., theme colours, animations, and movies) these may appear too overwhelming for the user and cause them to click away. You should think about what it is that you’re really trying to achieve with your websites aesthetics, and make sure you place these strategically around the place.
Not enough focus on design can unfortunately make your website seem unfinished or rather rushed, and therefore could potentially jeopardise the quality of the service you’re offering.
The content on your website should fundamentally sell your services and/or provide information in your specialist field, so it shouldn’t definitely sound like you know what you’re talking about. Not enough content or badly designed content (including structure and quality of copy) can once again tarnish the services that you’re offering. Ensure that every single piece of content that is published on your website is spell checked as even the slightest mistake can make your appear unorganised.
Website hotspots are still very much an important factor when deciding where to place your content, take a look at the following page for the reasons behind the theory – http://www.rocketface.com/organize_website/webpage_hotspots.html
Of course it also goes without saying that your website should be mobile friendly in order to organically reach as many people as possible. It’s not too long in the past that Google’s algorithm update ensured that mobile-friendly sites would outrank those that aren’t in acknowledgement of the rise of mobile searches. There are a number of considerations that should be taken into account whilst catering to the mobile sphere, yet the facts do prove that mobile is indeed becoming the more superior search device – http://selnd.com/1c1tKXg