So much time and money is spent on building a website that captures users, sometimes people can forget that it is equally important to get users to convert. While Melbourne web design companies are getting better at this, their websites can still fail at some very simple elements. Here are four tips aimed at improving your web design for conversions and engagement.
Keep It Focused
There are some statistics that suggest audiences only have an attention span of 7-8 seconds before they grow bored. This means that your web design needs to be a sleek and efficient conversion machine.
First and foremost, maximise your website speed using Google Search Console’s speed test to identify any sluggish elements. Once completed, ensure that your copy is optimised to convey the correct message as effectively as possible.
Group everything is short, sharp stabs of information, with relevant, value-adding images and clear call-to-actions throughout. And it should go unsaid, but remove all industry jargon and general buzzwords; users will immediately roll their eyes and leave.
It’s hard to fathom, but there are still businesses out there without a social media presence. It doesn’t matter what your industry is, what your business does or simply your reluctance to give into the unwieldy behemoth, but Facebook and Twitter (among many others) are vital for your business.
Given this fact, you need to have active links to each of your pages on your website. Not just about leading people to your pages, but you also need to provide social share buttons on all content created as well.
With an engaging, well-written piece of content, the share ability is usually pretty high. Don’t provide more barriers to users sharing them; make it easy the use of a social share button is non-pushy and non-invasive to your general design and should allow for enhanced engagement and additional search engine optimisation benefits.
Navigate Your Navigation
If you do well to get users to your homepage, what will you do if they can’t actually move between any of the pages. What happens if they land three levels deep, but don’t understand the context of where they are? Unfortunately, this happens all the time, and without fantastic navigation, these users will typically leave without engaging.
One of the most critical navigational elements that simply need to be perfect, every time, is the header and footer bars. These need to succinctly identify all possible reasons for a user to visit your website, including services/products, about the company, blog and contact information, among many other options and variations. This needs to be clear, concise and easy to use.
Additionally, the use of breadcrumb navigation throughout might not necessarily offer the most streamlined visual appeal, but it is critical for users to understand where they are in relation to the rest of the website. Without, a user might land on a blog post that reads like a product description page, and will get confused due to a lack of information or purchasing options. Give the user as much information as they need to successfully make an effective decision.
How to Build a Homepage?
Once upon a time, people had this idea that a single page, infinite scrolling website was the best way to go about creating your digital presence. Of course, people quickly realised the inherent difficulties with this design (clunky end-of-page functionality, lack of optimising landing pages).
The opposite argument to that design style is to have lots of micropages, featuring maximised optimisation above the fold (or on the part of the website that is visible after loading). But very soon, people poked holes in this design too (lack of information, variable screen sizes).
Ultimately, a combination of the two is generally considered to be ideal for web design. Having a fair amount of information on any landing page is always critical from a search engine optimisation perspective, but at a far smaller size than on an infinite stroller. Within each page, consider breaking them into three to five sections in order to fully maximise usability, offering multiple points for users to gain perspective and information from.
Consider a Full Service Digital Agency
Ultimately, if you’re looking to have the best possible web design, ensure you engage with an organisation with understanding not just of design, but of development and digital marketing too. Melbourne web design should include effective usage of all three elements in every website delivered.