In an ever-more competitive business environment, success depends on standing out from the crowd, and these days, that means the online crowd as well. A website is the best way to get digital feet through the door, but not all websites are created equal. Here, we look at the importance of elements like UX (User Experience) design, customization, landing pages, calls to action, color and branding in making sure that your company’s website makes a lasting impression on your customers.
Why you need good UX
UX, or user experience, is possibly the most important element of any website, and all the other factors we discuss here contribute to UX. A smooth, pleasant user experience is crucial to creating a positive online customer experience — and consequently it can influence the first impression a customer has of your brand. Good UX builds brand loyalty, and this is why making sure that all the elements of your website mesh together to make up a frictionless customer experience is very important.
Customization builds customer loyalty like nothing else, because customers want to feel like the company they’re dealing with, knows them and knows what they want. From offering only relevant items — we have all experienced the annoyance of sniffing out a good deal on the product we’re after, only to find it’s not available in our area — to remembering previous purchases and timeously offering a special, personalized offer, customization makes for a good UX and, as a result, increases sales.
Build your Company identity
before you can offer customization, potential customers must like the look of your site, and this means putting some thought into creating consistent branding. This doesn’t just mean using your company’s logo, but also choosing a (limited) colour palette, a layout, images and typefaces that can tell the customer, in subtle ways, what your company is about. Colour palettes are helpful here, as different colours mean different things. Black and silver, for example, can mean precision, professionalism, or technology, while orange can be fun but also prompt an urgent purchase. Customers on a budget, or older customers, seem to prefer cooler colours. Text-heavy websites do best with neutral backgrounds and dark text. Strategically selecting a colour palette goes a long way to ensuring customers feel at ease on your website, which means they’ll stay for longer and are more likely to make a purchase.
Craft brilliant landing pages
Landing pages are another key element. They are the first page a visitor to your site will see after clicking a search-engine link. A landing page is intended to meet a specific need the customer has — to get a quote, see more information, or take advantage of an offer. Well-designed landing pages with smooth UX and clear branding is a great asset.
Closely linked to landing pages are calls to action, which are a website’s major way of turning a browser into a buyer. A call to action prompts action from the customer, whether it be adding something to their cart, giving you their contact information, or downloading a brochure. Calls to action are hard to miss—they are often large and Contrast-coloured to make taking the next step as easy as possible. Crafting excellent landing pages and calls to action are a surefire way to create value from your website.
Use strategic Call to Actions
Once the action is taken, give customers a chance to tell other people about your product, service or offer with a share button. These are important whether or not you use social media. A ‘share by e-mail’ button still counts! Sharing via e-mail or social media platforms is a quick and relatively easy way to get your brand out there, and there’s evidence that the more shares something has, the more it will get. More shares, of course, equals more value.
Websites that are properly designed offer smooth UX, and this can increase sales. Professional website design ensures that your site ends up looking good and working well. Your website is your best chance at making a good first impression on potential customers in an ever-more digital business environment, so it pays to make sure it’s done well.