This is the second part of our series on “what makes a good website.” In the last blog post we talked about conversions, namely, that good website design means using the website development process to create a website that turns visitors into buyers (or clients or patients or customers…).
Particularly if you are a small business with a limited marketing budget you probably have to rely heavily on your website for your marketing strategy. The challenge of course is that you have to use a combination of technology, marketing, and graphic design – or website design – to develop a website that gets results.
The Importance of Website Design for Conversions
As we discussed in the first article, a lot of websites – mostly older ones – have heavy graphical designs with extraneous graphics that actually interfere in the user experience. Yes, they might be interesting to look at, but they are not geared for conversions. Other sites might have technologies that allow things to move around (special effects, so to speak) or tricky, hard-to-navigate toolbars or animated logos. Same problem. The sole purpose of your website is to get genuine leads and conversions not impress your website visitors.
So the key term here is “messaging.” A website certainly has to be attractive and look professional with pleasing colors, legible typeface and clear navigation. But it has to have the right “messaging,” that is, it has to have the right content to go along with good, clean code and good, clean design. You have to ask yourself if your website meets these criteria. Does your website convert visitors to leads or converts or does it just sit out there in cyberspace and collect dust?
When Searching Google Will People Click on your Website?
Nowadays your website is your storefront. People don’t use the Yellow Pages or the phone the way they did in the past. They “Google” you, look you up in a search engine on the web. Try to find your website. Learn about your business, etc. Provided they find you amidst a cacophony of the noise of competing websites, will they stay in your website once they find you or will they vanish immediately because they don’t like what they see? This is what’s known as a “bounce.” A bounce occurs when a website visitor only views a single page on a website. He or she doesn’t stay long enough to view any other pages. You can determine your “bounce rate” from Google Analytics or any other statistical program tracking visitors to your site. Needless to say, you don’t want a high bounce rate because it indicates that your website is not doing its job.
So for a website first impressions are very important. If a visitor has a good first impression he or she might stay and look around, which gives you a good chance of turning the person into a lead and possibly a “convert.” But a bad first impression is a terrible thing. You’ll never get the prospective client to come back, thus the chances of landing a sale or close is impossible.
Ask yourself: What kind of first impression does your website make? Does your website generate feedback from interested prospects? If you’re not satisfied with the number of leads your site is eliciting perhaps you need to reassess the website development process that got you where you are.
This is the second article in a series of articles discussing “what makes a good website” and how to increase conversions. Next article is on the importance of content and a user-friendly navigation system so you can lead visitors to the most important information necessary for the conversion.
How can 3wC help you improve the conversion rate of your website?
3wCommunications, a web design company in New Jersey begun in 1995, is a proven leader in delivering award-winning website development. Our web designers have a combined 45 years of web design and graphic design experience. Although we have clients throughout the U.S., most of our clients have offices in New Jersey and Philadelphia. Please contact us at [email protected] or 856-482-2424 to learn more about our services, especially our website design capabilities and how we can help you.