Is your website doing it’s job?
If you’re not seeing the traffic, signup, or revenue numbers that you
expect then your website might be making some big mistakes, but they
might not be the mistakes that you think. Easily overlooked and often
improperly implemented, these are the 3 things that your website should
never do.
Create Ambiguity
A successful websites lives
and dies on the strength and clarity of its messaging. It’s not just
the copy, successful website messaging flows from site design and
architecture all the way down to background images and font-type.
Ambiguity is your enemy, so desired action must be clear: filling out a
form, buying a product, or calling a phone number. Once you establish
the action goals you can battle ambiguity by ensuring that every
component of your website plays a part in pushing visitors toward these
desired outcomes.
Get Pushy
Video and audio players that start automatically, “sign in to
continue” pop-ups on informational pages, oversized images that reduce
page speed – forcing unnecessary decisions or experiences can be the
fastest way to push visitors away from your website. Instead of getting
pushy, you should understand what a visitor wants from your site, and
then work to resolve those intentions into a positive outcome.
Skimp on Visuals
Low-quality stock photos or mismatched color schemes send a
bad message, you absolutely can’t afford to cut visual corners when
building an effective website. You don’t need to reinvent the wheel on
visual experience, leverage standard practices that visitors expect and
appreciate. Resources like Kuler
allow you to view user submitted color schemes to get inspiration and
see what works for others while quality stock imagery is available from
places like iStockphoto.com or Shutterstock.
If you have a struggling website, give IES a call. We can help you get a much higher ROI on your website by redesigning or reconfiguring it.
IES, Inc.
781-816-9437
iesAdvisors.com
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