Believe it or not, consumers know a good website from a bad one. And you definitely don’t want your target customers feeling confused and frustrated, because that’s precisely what a lousy web design will do. As the digital landscape continues to evolve, there are several things you can’t afford to take for granted. Merely having a digital presence is not enough. Brands now leverage every opportunity to engage with target audiences, and one of the most critical elements for consumer engagement is a well-designed website.
After all, your website is the vehicle that generates leads for your venture. Without web design and development that’s properly optimized, your business is doomed for failure even before you start. Here’s some insight on important web design best practices to ensure better lead optimization and greater business success.
Web design that lacks consistent branding can be confusing if not stressful. There are several brand websites out there that are a bit confused. That means you can’t tell for sure what the brand colors are, how they position themselves, what their logo looks like or even what services they offer.
At the very least, your web design needs to keep branding consistent. The trick is to use predetermined logo brand colors and verbiage throughout the entire site. Your brand’s story should be clear and supported in all parts of the design including the images, videos, typography and iconography, among other elements.
Create strong CTAs
Websites serve two main purposes of attracting a large target market and telling customers what you’re offering. The final goal should be to entice your audience to complete an action- whether set up a consultation, purchase an e-book or sign up for a newsletter, for example. A strong Call to Action (CTA) plays a significant role in converting your web visitors into leads or new customers.
Because your competitors are just a Google search away, you need to keep users engaged with easily identifiable CTAs. Your CTA should be positioned appropriately in the layout. Consider making the CTA boldly colored, large and use active language to drive a response. If you have low conversions, tweaking your CTA can improve conversion rates and overall user experience.
Fast loading times
No one wants to wait forever for your site to load. A single second of added page load speed can be detrimental to your sales. Not to mention, websites are getting bigger, and the typical consumer is getting less patient. According to recent studies, close to 50% of visitors expect a website to load in under 2 seconds, and 40% of visitors will leave your site if they have to wait more than 3 seconds for it to load.
More and more people are gaining access to faster internet, but you should design your website with quick loading times for all devices (including the ones with slower internet connections). There are plenty of tools you can use to measure your page loading speed and see how you can improve.
Desktops are no longer the go-to device for browsing the web. You no longer have the luxury of assuming what device your visitors are using. It might be a desktop or a tablet, but there’s a good chance it’s a mobile device. The user experience (UX) of your website largely depends on their screen size, which makes it even more critical to invest in a responsive design.
This is a great deal because users want a seamless experience regardless of the device they’re using. Responsive design adjusts to the size of your browser automatically, making it easy for web users to find all the information they need without a hassle.
Poor navigation can be a great dissatisfaction for users. You want to ensure your users always know where they are on your site and what they’re doing. Also, make sure your most important pages have the highest accessibility.
Consider these user experience design best practices to assist with proper navigation:
- Sticky navigation: this refers to a menu that doesn’t disappear when a user scrolls up or down the page, ensuring they have nearby access to critical site elements at all times
- Search bars are essential, especially if your site has plenty of content
- Page headers should be designed like navigation items to remind users where they are on the website.
- Contact information should be easily visible, preferably in the right-hand corner
While your website is probably one of your most significant growth tools, it’s not a sole entity. Think of your site as a core that other elements of your digital marketing strategy are rooted in. As such, you should leverage the power of social media by linking your social accounts to your blog articles, emails, social bios and guest posts, etc.
Today’s digital space is interconnected. Users expect their experience moving from your site to social media, or vice versa, to be seamless. That means that there needs to be some continuity in content and design between your social media accounts and your website.