Prioritize consumer contact and convenience.
1) Strong CTAs (Calls to Action): Every website has some sort of conversion point or action that we want a user to take. It is imperative that every website has strong calls-to-action to guide users to complete these actions. Most sites have several CTAs throughout the site, so you’ll want to prioritize the importance of these actions when determining where and how they are placed.
2) Contact Forms with Automated Notifications: Most sites will have more than one form, but every single website should have a way for site visitors to easily contact you. I’ve seen a lot of websites merely link users to an email address — this is better than nothing but isn’t nearly as effective as a contact form. With a contact form you are able to structure the fields so that the information you need is being provided. You’ll also have the ability to set up automated notifications to both yourself and the website user. This is extremely valuable because you can distinguish that a contact submission came from the website vs. another source which would be harder to segment if only using an email address. Use notifications are great because you can send them a quick automated response letting them know that you received their message and what they can expect in terms of getting a response and even include some subsequent CTAs. Not to mention… tracking these conversions to your traffic channels is extremely beneficial.
3) Intuitive Architecture: Make sure your website structure is easy to navigate. There is nothing more frustrating than going to a website for a specific purpose and not being able to figure out how to get to the right spot. Get inside the heads of your target audience and really think through how they will likely be using the website and build your content and site architecture with that in mind.
4) Responsive/Mobile-First Design: Having a mobile-friendly website isn’t really optional these days. I’m astounded by the number of websites (some of which are pretty large companies) that still have horrible user experiences on their mobile sites — and here it is, almost 2020! It is by far one of my biggest pet-peeves. People are always on the go and access the web with their smartphones. Get on board already! If this sounds like your website, stop reading this post and call us right now so we can help you get up to speed.
5) Clear Branding and Messaging: Defining your branding and messaging should ideally happen before you even start a website project. It is important that your website visitors have a clear understanding of what you do, why you do it, and how you do it differently than your competitors. Reinforcing your brand throughout your website design and the content will help build your brand’s integrity and make a stronger impact on your audience.
– Hannah Taylor, Director of Integrated Marketing