As a small business owner, your company website should be the centrepiece of your digital marketing efforts. Think of it as a round-the-clock salesperson and marketer, who works tirelessly generating leads while you sleep, eat and play.
As with all employees, it’s vital to regularly check its performance. A non-performing website is one that doesn’t retain visitors, let alone convert them. You can measure this via your ‘bounce rate’, as well as the amount of time people spend on your website.
One of the most common causes of a non-performing website is bad user experience (UX).
UX is all about the human experience of a website. Ask yourself how a visitor feels when interacting with your website.
- Does it frustrate them or delight them?
- Are they able to find what they’re looking for quickly and simply?
- Is your website easy to read and intuitive to use?
- Does your content provide value to the reader?
A well-designed website with good UX is effortless and fun to use.
So, how do you go about improving your website’s UX?
Make use of website design conventions
Conventions are established designed norms. It’s important to follow these where possible as people tend to expect all websites to follow them.
- Your logo goes in the top left corner
- Your main navigation should be a bar across the top of your site
- Use standard icons
- If it’s clickable, show it through colour or by underlining
- Content should be made up of headings and paragraphs
- Make sure your call-to-action is in a prominent position
Design it for skimmers
People don’t read websites – they scan them. It’s only when their eyes glimpse something of interest that they switch to reading to find out more.
Make sure your content is scannable by breaking up large amounts of text with headings and images.
Optimise it for mobile
The vast majority of Australians access the internet via their phone. If your website isn’t optimised for mobiles, and as a consequence is clunky to use or slow to load – you’ve lost them.
In the end, UX comes down to some good old-fashioned common sense. If you’re unsure how your website performs, get friends or family to look at it for you, and tell you what they really think. Alternatively, give us a shout at Hunter & Scribe.