In this day and age, where interactions have become increasingly digital, a company’s homepage is its new front door. Your website is your new storefront, and it will determine whether visitors become loyal customers or disinterested passersby. That being said, the cyber-strip is crowded with appealing options for customers to visit, and it becomes increasingly difficult to create a website that truly stands out. Ultimately, building a beautiful and effective website takes a multi-faceted extent of collaboration across specialties, from copywriters to graphic designers and developers. However, understanding the major factors that contribute to an excellent website is instrumental in empowering entrepreneurs to have an informed say into exactly how their virtual presence is defined. First impressions can be tough, but online, they last – by keeping these elements in mind, you’ll be primed to make sure yours is fantastic.
Not all beautiful websites are good, but all good websites are beautiful. It may sound superficial, but so are first impressions. Modern consumers want information to be presented to them in a clear, straightforward way. A crowded homepage with inconsistencies in font sizing and image clarity won’t draw customers in. A “beautiful” design is loosely characterized by three elements: a clean, easy-to-navigate interface, consistency in displaying your brand’s colors as well as in font type and sizing (i.e., all headings are the same size, as are all subheadings, body text, etc.), and visual cues (whether in images, animation, or video) that are relevant to the services you provide.
When it comes to the written information on your website, less is more. Prospective customers don’t want to have to sort through paragraphs in order to find the information they’re looking for about your company; they want to skim through your website, easily identifying all of the necessary things they need to know in order to determine whether your services are right for them. Opt for short, catchy headlines, informative yet succinct body copy, and keeping only the pertinent information on each page (no need to go into detail about your services on your “About Us” page; that’s what the “Services” page is for). Keep your readers engaged, intrigued, and incentivized to contact you directly in order to learn more.
Calls to Action
Perhaps the most important element in getting your website’s visitors to interact with your company are the calls to action on your website. Calls to action are fairly self-explanatory: they’re short, powerful phrases intended to get your viewers to contact you, make a purchase, or otherwise progress along the buyer’s journey. “Call Now,” “Schedule an Appointment,” and “Contact Us” are only three of the most popular CTAs used among companies. Every page of your website should have at least one CTA (but preferably more). Furthermore, your CTA is most effective when it hyperlinks directly to your “Contact Us” page, or to another resource allowing viewers to get in touch with you directly.
An effective website is much more than a way to display your brand – it is a powerful tool in attracting and retaining new business. By keeping these three crucial elements in mind, you will have the foundation of information necessary to inform the decision you make about what goes on your website. To learn more about the website-building process, and get a free consultation on your current website, reach out to us and we can schedule a time for a free website audit!