Nowadays, communication is faster and faster. This is truth is especially for the internet, where the time dedicated by a user to each new web page is really low; some statistics speak of about 8 seconds before continuing with navigation.
Such a small amount of time leaves no room for errors: it is essential to communicate your message in the clearest, most precise and immediate way possible. Otherwise? If this does not happen, the user who does not immediately understand who you are or what you do tends to leave your site, looking for something more easily understood.
So, let’s examine all those elements linked to the aesthetic aspect of the site, more specifically to its design, which have a direct effect on the number of users who continue inside or leave the site.
You need a plan
Improvisation is not the way to go. To design a website properly, it is important to know the path that current and future customers follow within the site: which content they are looking for, which pages they view and which offers they feel attracted to.
Having this information will help you design a site that can push users into the inbound funnel quickly and efficiently.
Make the sharing of your content easy. This way, you will expand the scope of your message.
Include the sharing buttons on the main social networks on your homepages, landing pages, emails and blog pages.
Ok. So, a user has arrived on your site, but now you don’t have to leave him alone. On the contrary, give him the necessary information to continue searching for the content he wants.
You can do this by providing your Call-to-Action pages ad hoc, inviting the visitor to take the action necessary to proceed. Suggest that you click a button for more information, or download a free material, or view a video, etc.
Ocom.ca is the perfect example of an attractive call-to-action. Users visiting this site will likely click the button, to get more information:
An old rule, still difficult to abandon, is to place all the relevant elements at the top of the page, so that the user does not have to scroll down to view them.
Now, due to the spread of smartphones and tablets, this rule is failing; so don’t be afraid to create long and rich homepage items.
An ideal homepage should contain: a value proposition, a video, a description of the services, a section on the company and staff, testimonials, case studies and resources.
Do not fill text and images in any available space.
Strange as it may seem, the white space – that is, unused – of the pages has its importance: it helps the eye to separate two distinct sections and gives the website as a whole a more orderly and well-groomed appearance.
Providing the right directions through Call-to-Action is not enough. The website should be designed to make the user’s browsing through the various contents easy and intuitive.
There is nothing worse than having to use the site map to find the information you need. The more the structure of the site turns out to be simple and the more the users will find the navigation pleasant.
Sections of the website are really important, like the Services and Products pages. Valent Legal is an example of good use of Services Page:
Plus, they added a signup box, where they collect email addresses of potential customers, offering all the answers to the questions users have.
Don’t forget mobile browsing.
There’s anenormous spread of smartphones and tablets, which has created a generation of users always connected, who expect to find websites that meet their viewing needs.
Make sure, therefore, that your site is compatible with these new devices and if anything, consider the possibility of developing a specifically dedicated mobile app.