Think about how you behave when you browse the web. If you don’t see what you’re looking for on the first page you land on, you move on to the next site. Your customers do the exact same thing, which is why website design is so important.
Too Little Time – Should I Stay or Should I Go? When most people open a web page, they make a decision within the first seven seconds: They are either staying or leaving. Your website design needs to account for the fact that you have literally seconds to make a first impression. Use these tips to make them stay:
- Clearly state what your business does. Creative web design is great, but if your front page is graphic-rich and content-poor, your visitors may not be able to figure out what you are offering.
- Keep the content short. Attention spans are getting increasingly shorter, which means you need to convey your thoughts clearly and concisely. Use bullets and links to direct readers to deeper pages.
- Keep it clean. The eyes and brain can only take in so much, especially if you only have a few seconds. Keep your front page clear of clutter and extraneous content.
Too Many Options – There Are a Lot of Fish in the Sea. Almost every business these days has a website. This means that you have a lot of competition, even on a local basis. Use smart website design to tell your readers what makes you stand out from the pack.
- If you offer promotions or discounts, tell the reader on the first page.
- Offer free estimates or consultations.
- Display any awards or certifications that make you a better choice than your competition.
Too Many Bounces – Capture the Lead. Even if a reader is interested in your business, he or she may not act on the first visit. However, if you offer something of value at no charge, you can engage the sales process. E-books that provide useful tips, online estimates and interactive surveys can all be used to capture customer information so you can follow up with a sales call.