Everyone always says how important good website design is to the success of your business. But how do you know if your website is cutting it? How will you know if it’s falling short? There’s so much more to a website than its appearance, but for most business owners and entrepreneurs, the scope of knowledge on web development and design falls short.
Here are five questions you should ask when evaluating the productivity, efficacy, and efficiency of your website.
Is your strategy clear?
Do your web visitors clearly understand what services or products you offer? Does your strategy guide the visitor in a particular direction? Does your design consider your ideal audience and encourage them to continue on the buyer’s journey?
Developing a clear brand identity and strategy is a necessary foundation that informs your website of its design, and enables visitors to identify the purpose of your business. When you can clearly articulate the persona your brand is targeting, you can efficiently structure your design around this target market and embrace an approach suited for your ideal audience.
Is your website user-friendly?
The usability of a website is vital, and user navigation is more than a menu placed at the top of your page. If a visitor cannot find what they are looking for, or your site speed is lagging, they will leave.
Research has indicated that speed = revenue. The longer it takes a page to load, the higher the bounce rate will be for that particular site. Adding insult to injury, the slower your site, the higher the risk is of your search engine ranking being penalized.
Now, in terms of navigation, it might help to think of your website like a grocery store with aisles and aisles of anything you can imagine. However, in this store, there’s not a single sign indicating what items are in which aisle. This lack of structure and poor navigation would leave us feeling frustrated, lost, (hungry!), and defeated. The same goes for your website visitors. Hunting down content to answer questions is frustrating. If your site isn’t intuitive for your visitors, they’ll choose your competitor.
Does your content support your brand?
Is your copy readable? Do your images align with your brand message? Is your content engaging AND relevant?
Avoid unnecessary colors, fonts, or trendy animations that only muddy the message of your content. Instead, opt for creating content that pulls the reader in and leaves them wanting more. If your audience cannot identify your message because of illegible fonts, colorways, or graphics, your content will serve as wasted space on your site.
Are you taking advantage of SEO?
If you believe SEO and website design are two separate categories, you are doing your company a disservice. SEO needs to be built-in to the website design process instead of being treated as an afterthought. ALT tags within images, heading tags, title tags, and metadata will help to link your ideal audience to your brand.
With strategic keywords and long-tail phrase placement, you allow search engines the ability to crawl, recognize, and interpret your content. This ensures they can quickly identify and rank your page.
Is your website visually appealing?
A few years ago, Google performed research that confirmed how the average website visitor would develop an opinion of a site within the first 17 milliseconds. Ultimately, if your site appears chaotic and disjointed, the audience will choose your competitor only by virtue of not choosing you.
Although the aesthetics of a website are not the most critical, if your site if visually confusing to the audience, they will have a much more difficult time trusting your company as a leader in your industry. Ask yourself:
- Is your website messy and disorganized?
- Does your website align with your brand objectives?
- Are there any graphics or fonts impeding any messaging?
If you answered “yes” to any of these questions, it’s hugely beneficial to alter the aesthetics of your site.
Visitors seek clear and concise messaging. One of the simplest ways to execute this is through on-brand fonts, colors, and images consistent throughout your website. Consider hiring a professional photographer or utilizing your in-house studio team to take pictures that align with your brand strategy. Sprinkling these images throughout your site will go a long way in creating a consistent brand message for your audience and will keep your visitors engaged in your website long enough to begin the process of building trust with your brand.
Taking a good look at your website by way of these five questions will provide your company with a relatively composite overview of your website’s strengths and weaknesses. When all of these attributes blend seamlessly together, the result is an effective conduit for the growth of your business.
Learn more about the most valuable approach to web design by downloading our free Growth-Driven Design eBook.