Your website has the potential to be your most powerful asset and marketing tool. But, evolving technology can outdate your site so a redesign is ideal. Do you have the time and money for this? Here are some tips.
White space isn't 'unused real estate', but essential to good design: it makes content legible and enables users to focus. It can also make your website feel open, fresh and modern. If your branding is consistent with this, it helps communicate that message.
Users don't want to wait. If they do, they bounce. Google offers a free service where you can get information on your page speed, and offers suggestions to improve load time.
Calls to action
Clear calls to action enable users to navigate your site and get to where they want quickly, and users are accustomed to visual cues to find content. When creating buttons think about colour and its psychology.
Researchers experienced an 11% rise in clicks to the checkout area of a retailer's website when testing colour and messaging variations. Think about what you want to communicate and choose your colours wisely.
Also, consider word choice. Choosing the right word or psychological trigger is vital. So, make your words bold, time-sensitive and action-oriented.
Make sure links are easily identifiable. Researchers found that regular web users see blue and underlined text as links and know to click on them. You don't need to re-invent the wheel, as sticking to convention can be your best ally.
Related: Create brand experiences to build lasting customer connections
Use images wisely
Users immediately recognise images they have seen elsewhere, or that resembles the non-personal style of stock photography. Using stock photography can decrease trust and stands out as generic. Unfortunately, these associations carry over to your brand. Only your images can convey your brand and speak to potential customers. Use images strategically and to support content, and make sure they are relevant and non-generic.
Your headings should be driven by what potential customers are seeking and should include keywords to attract the right audience. Search engines typically give headings more weight over other content, so choosing the right title and making it stand out can improve your ‘search-ability’. But, more importantly, headings makes it easy for users to scan and find content that speaks to them.
Keep your website consistent
I'm talking: font and choices, colouring, button styles, spacing, design elements, illustrations, photos, etc. Your design should be coherent between pages, and for users to know they are still on your website. Design changes from page to page can leave users feeling lost and confused, and it lowers the perceived quality of your products/services.
Related: 7 Tips for feeding your website’s need for speed
Catch your 404s
While search engines don't punish you for 404s (page not found), a user will. When a user approaches a link, they are expecting to be taken to where they want to go. To check if you have any 404s, you can set up Google Webmaster tools on your website and check crawl errors.
Be responsive and mobile-friendly
Technologies have advanced to meet our needs to be mobile. It is imperative that your website is mobile-friendly and easy-to-navigate no matter the screen type.