81% of shoppers research online before making a purchase or taking action with a business (Fundera, 2020). In addition, 92% of small business owners believe that having a website is the most effective digital marketing strategy (Clutch, 2018). There's no way around it, having a website as a small business owner is VERY important in today's digital age. Bill gates said it best..."if your business is not on the internet, then your business will be out of business."
When building a website for our clients, it's important for us to ensure that each website meets certain criteria in order to attract and convert potential customers. There are many things to consider when creating your website, however, here are our "Top 3 Must-haves" that we believe are the basic building blocks for an effective and compelling website:
1. Cohesive, Unique and Simple Design
The site should be eye-catching and engaging with a clear message. Is the color story projected throughout the design? Are the photos clear and appealing? Does it have appealing and engaging content that reflects the message/mission/purpose? A cohesive and captivating design adds to the user experience and customers are more likely to stay on the webpage a little longer. 75% of people have judged a company's credibility based on its website design (Blue Corona, 2020). We love navigating a webpage and lingering a little longer when it's visually attractive and easy on the eyes.
2. User-Friendly Focus
The site should be fast and easy to use and navigate. Is the layout consistent from page to page? Is the site easy to navigate on a desktop and a mobile phone? Are the social media platforms active and integrated so that the ideal customer or client can find out more about the business? Do the pages and photos load quickly? One of the most important purposes of any website is to attract and convert potential customers. A user-friendly site makes it easier for the customer to find the information that they need in just a few clicks. An effective website also helps navigate that customer to information that they may not have been looking for, but is beneficial to them. However, on the flip side, if the site is not user-friendly it could hurt how the customer perceives a business and can result in lost sales. A single bad experience on a website makes users 88% less likely to visit the website again (Blue Corona, 2020).
3. Clear and Strategic Copywriting⠀
Great websites ensure that all the information the customer or client needs is relevant, informational and written in a clear and concise way. Is the copy free of grammatical errors? Does it educate the customer on the product or service? The message shouldn't confuse the person receiving it. Easy to read, clear and concise copywriting also adds to the user-friendliness of a site. Small details such as font styles and sizes can turn off a potential customer if it's unappealing.
For businesses that are just starting out these are the 3 most important things to keep in mind. We always start with these basic building blocks when creating a web design for a client to ensure it is compelling. Once the basics are achieved you can build upon it with other advanced features. Still need help getting it right? Shoot us an email and we'll figure it out together!