When we have a discussion with our customers about the design of their website, many naturally focus on the look of the pages and content. And while the look and feel of a website are important, it’s only one part of the overall process of delivering a well-designed web project.
It’s true that the first thing a visitor will notice is what your website looks like; or is it? A website that has been thoroughly thought out should be easy to understand and use, accessible to users with special needs, and responsive to any device it might get displayed on. If it’s done really well, these things should not be obvious to the end-user. They should just be working behind the scenes to make the user experience all it can be, without calling attention to themselves.
If the navigation is well structured, the content you would expect to find should be easy to access without an annoying number of clicks. It should be easy to read and understand with terms that make sense and are free of confusing industry jargon or clever names. Forms should be easy to complete in a reasonable amount of time, and should only request the information needed. And the content should be ordered and well placed within the website so that it lines up with your sales process. What does that mean? It means that content is set up in a way that aligns with both the overall marketing effort and with the expectations of the user.
For example, you run a digital ad campaign that promotes a particular service and you point that ad to your website. When a potential customer clicks that ad because they are interested, that click should lead to a landing page in your website that aligns with the story you started to tell with the ad. It should pick up where the ad left off, and it should continue the story in a compelling way that motivates them to take the next step. In most cases, that next step will be to contact you.
An ad’s landing page should provide a form that is short, easy to complete, and it should confirm for the user that their information was received when they submit it. Another way to think about this is the acronym ERA.
- Engage, meaning the visuals or headlines you provide should capture attention.
- React, meaning the copy, visuals, video, or other content should motivate the user to want to take action.
- Activate, once you have motivated them, you need to provide an immediate and easy way to take action. Whether that is a form, a chat window, click to call, or all of those.
Designing an online marketing environment today is about more than what it looks like, it’s about thinking through the entire user journey, where it might begin, and where it might go. Then, it’s planning for it and delivering the experience that best meets the user where they are.
Struggling with the design of a website for your business? Niche is here to help! Visit www.nichemarketingcompany.com or give us a call to schedule a consultation: 443-787-4951
