Let’s face it – if you don’t have a website, you may as well be yelling out “Yabba-Dabba-Do!” Actually scratch that – even Fred Flintstone has his own site these days. But having a website doesn’t guarantee a great conversion rate. To try and flip those website visits to sales or potential sales, you need a great web design. And to have a great web design, you need to practice some basic tips so your website can go from Bedrock to “punk rock” in no time.
Tip 1 – Layout: Make sure your layout is consistent and uses well-defined white space. Every page should have the same feel and be streamlined – no clutter allowed. The header and footer of the page can remain the same on all pages to provide visitors with a reminder that they are still on your site no matter which link they click. Also, try to use fonts that are normally installed on most computers. Make sure your site is viewable from any browser, at any resolution. Your business’ branding and logos should always be an integral part of the planning.
Tip 2 - Usability: Your website design should be easy to use and navigate. The sitemap should be simple and clearly named. Also, using breadcrumbs (leaving a navigational trail) for your users is key – that way they can get back to a previous page without getting confused. Make sure to put the most popular links front and center. Also, design a custom 404 page for those who get a little off-track on your site. A custom 404 page has the ability to keep people on your site and direct them back to another starting point. Your social media accounts should be linked to your site as well with icons that are prominent on at least the home page; this makes it easier for visitors to connect with your company on different platforms. One thing that many companies seem to forget are the header and footer of the site: put the company’s main contact info in there so people don’t have to search for it. If you have Flash components, make sure they can load properly and quickly.
Tip 3 – Optimization: Search Engine Optimization (SEO) is often put on the backburner for a web design when in fact it should be done in tandem. You could have the greatest site in the world but if no one can find it then it’s not going to be effective in any way. Optimization can be done during website design or after – it’s never too late! Your company will need to have search terms pinpointed for its target audience and then incorporate these terms into the copy and the metatags and page title tags so Google will take notice (fingers crossed).
Tip 4 – Copy: If your website doesn’t send a message, it’s not worth it’s domain fee. The copy on your website should be streamlined, targeted and able to get your company’s message across. It should also give visitors a clear direction of what you want them to accomplish while visiting your site; this is the “call to action”. Whether you want people to read the blog, contact the company or buy your product, you need to have it clearly stated on your landing pages. Beyond simply selling, your copy should reflect the company’s style and branding as well.
Tip 5 – Testing: Testing a website and the elements of the site (like those tricky Flash animations) are one of the most crucial stages of web design. Unfortunately most companies skip this step and launch their sites with broken links, animations that won’t load and checkout forms that won’t process. If you don’t take the time to test, it will cost you visitors in the long run. Even if you’re behind schedule a bit, push your launch date back until everything is near perfect.
Web design isn’t rocket science, but it’s come a long way in the past few years. The number of websites on the internet guarantees that your company’s site has to be well designed, well structured and well tested. After all, if Fred and Barney can learn to propel a car with their feet, then your company can achieve a kick-butt web design that doesn’t crash every time it loads… Right?
Lilly Gordon is a freelance writer and web publisher. She is well-versed in online marketing and is currently researching Edmonton website design and Edmonton web designers.
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