Is Your Website Doing It's Job?
In order to know if an employee is doing a good job, you need to have clearly defined expectations for them and the same can be said for your website.
To begin you need to answer this question:
“What are the top 2-3 reasons people come to my website?”
Answers can range from:
- Find my location
- Review my menu
- Make a purchase
- Make a reservation (restaurant/fitness studio/experience)
- Learn about my product or service
- Learn about me
- Find an answer to a commonly asked question
- Find information I am sharing
Once you identify your major motivators, you can build your website around them and get rid of all the extra. Make sure that what you want people to do and see, is front and center when a person lands on your homepage.
I just launched a new and improved website for Lemon Umbrella, LLC with this in mind. I know that the main reasons people visit my website is to learn about how I work with clients and about me.
I designed my home page to answer the questions that most of my visitors have. I included a statement about how I support my clients, a video explaining my approach to client work, and testimonials from former clients to show the results people can have from working with me.
Here are the other considerations I made when designing a new website:
Create a Call to Action
Tell people what you want them to do. If you are a shop, this is Buy Now. If you are a consultant, this is Book My Services. If you are a service business, this is Reserve Now. Make it very easy for a person landing on your website to take the next step by specifically ask them to do it. They can browse for more information if they are not immediately ready to purchase, but they should be able to get what you have in a matter of seconds after hitting your page.
Use the fewest number of pages possible
People are often looking at websites on their mobile devices, which means they rarely click on every page. When you have menus and submenus, you make it very difficult to find information. The new trend in website design is to have only one page. I couldn’t quite get all of my content on one page, but I did try to keep the navigation to a minimum.
Tell Your Story
No matter what type of business you have, there should always always always be an “About” page or section of your website. Always! It doesn’t have to be a novel. In fact, it should be short and succinct, but it has got to be there. Think of it as a look behind the curtain at the amazing people making it all happen. Do you know the best way to connect with humans? Be a human!! (I am assuming your business sells to humans.)
Use Professional High Quality Images
Do not! I repeat. Do NOT use low resolution photos on your website. Please, just don’t. We can tell. Even if you cannot find the time to get a photographer to come take pictures of your business, I recommend you buy stock photography over using a grainy tiny photo. I don’t love stock photography, but it is still one thousand times better than crummy photography.
Provide Email Address Opt-Ins
Email marketing is an essential tool in my business, so I included opt-in forms in multiple places on my newly designed website. If you are using email to stay in touch with your community of customers (which you should be doing!) make sure they can easily sign up on your main page.
Use a responsive design
People WILL be looking at your website on their phone. You need to know what your website looks like on a phone and if it doesn’t look good, you need to fix it. If you are working with a website designer like I did, they will have your back on this. If you are a DIY website designer, you need to make sure the theme you are using is responsive.