The Website. It’s something that most business owners want to perfect, to have the best out of all their competitors. It’s something that is at the core of digital marketing, the final destination of your Pay Per Click (PPC) and Search Engine Optimisation (SEO) campaigns. Having a good website doesn’t just come down to how sleek the design is, it also comes down to how well it funnels users towards your goals and its usability across a wide range of devices, browsers and platforms.
The Importance of Design
The way your website looks is an important factor. People love something that looks good and just has a great aesthetic appeal. There’s nothing more off-putting for potential customers than landing on the homepage of a website and seeing that it’s years out of date with tacky colour schemes smeared all over the place. It just looks and feels rubbish.
We can sum up most people’s response using the wise words of Randy Jackson (American Idol):
Making sure that your website looks appealing to users is essential, there’s no mistaking that. But you shouldn’t put all of your energy (and budget) into making sure your website is the best the world has ever seen. Even if you work in a design driven industry, people aren’t going to flock to your website just because it looks brilliant. It does help, but it shouldn’t be your strategy.
The Importance of Optimisation
In order to make sure that you’re making the most of your marketing efforts, you need to ensure your website is actually helping you to reach your goals. It should have a logical structure that enables users to find the information they want without hassle or confusion, as well as being responsive and functional across a variety of different platforms.
Having effective Calls to Action (CTA’s) across your website will help you. If your website doesn’t urge people to perform a certain action, such as call your office or download a PDF, you should ask yourself “Why not?” People need to be reminded why they are on your website; you don’t want them to drift off and find something else. You must keep your potential customers aware, but don’t harass them, as this will have the opposite effect and drive them away.
It is also important to take into account that you shouldn’t put all your eggs into one basket with optimisation. If your website looks outdated, poorly constructed or just doesn’t have an appealing design, it could potentially turn people away and give them bad assumptions about your business and brand, no matter how well optimised your website is.
As we all know, words travel fast.
Coming Back to the Question
Look over your website, I mean actually look through it properly. View it through the eyes of an average user and ask yourself the following 4 questions:
- Is it easy to use and navigate?
- Does it push me towards my own business goals?
- Is the style of the website modern and clean?
- Is the colour scheme appropriate?
If your answer to any of these questions is NO, then you may need to look into spending time on updating and/or optimising your website.
To wrap up, as a business, you want your website is be an asset, to work for you and provide you with value. But if you don’t keep a watchful eye over it, it can soon become a liability to your brand and reputation, as well as to your profits and expansion.