![]() It’s not enough to build a nice looking website that’s easy to use. What is the purpose of your site? Is that purpose clear to visitors? Even informational sites want visitors to read and share articles, follow the company on social media, download toolkits, join mailing lists or learn more about the organization. If your site asks nothing of visitors, they will surely do nothing. A Google map is a bonus. Above all, ensure that this information is readily available on an easy-to-find contact page-if not every page of your site. Make it easy to engage, offer multiple points of contact: phone, email, social media and maybe an easy-to-use contact form. Yes, keeping things fresh requires a bit of investment. ![]() (Some tips here.) Blogs and social media updates are great ways to add fresh content, which keeps visitors returning and helps SEO strategy. Explain your “Why.” Visitors have short attention spans: spell correctly, be accurate, be relevant and update regularly. Use language that makes sense to your audience-avoid jargon, corporate speak and acronyms. Fresh, Quality Contentīe succinct, interesting and new. The growth of mobile and tablet devices is not slowing down and you just don’t know what your next visitor will be using. Optimizing for mobile will improve both the experience of your visitors and your SEO Rankings. Today there are no excuses, your site must look great and work well on any platform. Your site should satisfy both ‘searchers’-coming for something specific, and ‘browsers’-just looking. Help users accomplish their tasks quickly with onsite search, and keep them engaged by suggesting related content and minimizing dead ends. Use consistent layouts and visual cues for functionality across the site. Create obvious, logical navigation with clear hierarchy. User Experience (UX) plays a key role in helping visitors use, understand and stay on your website. Broken, slow, or poorly constructed areas will leave your visitors frustrated and encourage them to leave. Every page should always be fast and functional, because any of them could be a potential customer’s first or only impression. ![]() ![]() (See examples.)Įqually important, the site must work quickly, correctly and as expected. Build to web standards, proofread rigorously and test regularly for problems with speed or functionality. Allow white space, uncluttered layouts with quality photographs and graphics look and let your message shine through. So it’s important to be visually appealing, polished and professional. Your site reflects your company, your products, your services and ultimately your brand. But to differentiate in today’s competitive landscape, you need a website as unique as you are. Thousands of pre-made templates and themes make creating a website easy-if all you want is a simple, off the shelf website that looks professional enough to give business a basic start. A “good” website isn’t good enough to break through and to convert users into engaged customers and brand ambassadors. No single aspect of marketing is more important than a quality website, your organization’s front door. ![]()
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