Don’t let your customers get lost

Don’t let your customers get lost

Don’t let your customers get lost

We all like a bit of novelty. Many like the buzz of being different. And if that rings true for you, and you want your website to stand out and be different from your competitors, fantastic. Fill your boots.

But one area where you need a bit of conformity is in your navigation.

There’s a simple reason for this – user experience. You want your visitor to find their way around your site easily. And for this to be easy, your navigation needs to be where your visitor expects it: links across the top, or down the lefthand side.

Keep your navigation as simple as possible. If you have many pages, review your visitor stats (you have got Google Analytics installed, right?). If there are any pages with no views, then either no one is interested in that page’s content, or your navigation is too complicated. Time for a rethink

And if you have a page structure that’s more than two deep, then make sure you’ve got breadcrumbs to help people find their way back.

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Write for your visitors

Write for your visitors

Write for your visitors

 

There’s no point in having a well-designed, mobile-friendly website if it is full of ineffective text.

But this part isn’t difficult. You just need to keep some simple things in mind when you are writing:

Make it clear what you do and how you can help

Keep your paragraphs and sentences short. People are genuinely put off by big, long-winded chunks of text

Don’t be boring!

Don’t make it about you, even if it is. So if you want to say how long you’ve been in business and how good you are, rephrase it. Make it something your visitor would want. “You can be confident that you are teaming up with an award-winning web designer and you will benefit from over a decade’s experience of satisfying clients.”

Talk to your audience about their problems, interests and needs. In most cases, this also means avoiding jargon. You can’t see the blank look on your visitor’s face when they read something they don’t understand, so keep it at a level everyone should be able to follow.

Keep it fresh. Your website isn’t a tablet of stone. Adding to it, and updating any out-of-date references makes you look vibrant. And Google loves fresh content – You’re going to climb up the search results if you add news stories and fresh content on a regular basis

 

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Mobile First

Mobile First

Mobile First

It should go without saying now, that a website must work well on a mobile phone.

Many still don’t though.

Which is negligent. That’s right – you are neglecting the majority of your visitors if your website isn’t mobile friendly. Typically, a website’s visitors using a desktop or laptop will be around a quarter or a third of all traffic. That means the other three quarters are on their phones or tablets.

So now “mobile-friendly” really should mean mobile first. The mobile version should be the one you concentrate on to get your desired result. (Your site does have a purpose, doesn’t it?)

Mobile friendly website means (amongst other things)

  • the images and text have to align to the mobile browser’s narrow layout.
  • the text has to be readable
  • the site has to be easily navigated using your thumb.

And if your website isn’t mobile-friendly yet, here’s something that will blow your mind and transform your business:

A Tap-To-Call button

An ever-present button on your mobile site so a visitor can tap it, they are ringing you up.

And you’ve got another customer.

You need to do this now, so tap my button!

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ben@bengardiner.co.uk

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7 seconds to hook your visitor

7 seconds to hook your visitor

7 seconds to hook your visitor

That’s right. You’ve got around 7 seconds to persuade someone to stay on your website.

Which means that first impressions count. They mean everything. So good design doesn’t just make your website look fantastic, it also gives it credibility.

To drill down, in those 7 seconds you’ll have to answer these three questions:

  1. Am I in the right place?
  2. Is this business reliable and trustworthy?
  3. What do I do next?

Am I in the right place?

In some cases, you might want the visitor to realise that they are in the wrong place.

For example, I have a web design client that does, amongst other things, dance fit classes for seniors. Younger visitors will see a photo of senior ladies exercising and move on. Great. This means all the enquiries will be age-appropriate.

But for the visitors that are in the right place, tell them what they need to know about what your company does, visually and with a simple headline. And in sight – ie above “the fold”, without scrolling.

And keep it simple.

Is this business reliable and trustworthy?

You need to come across as competent. And good design can help you do that. 

Use your company brand colour scheme consistently and appropriately. 

Have an easy to follow layout that doesn’t confuse and uses a simple font that is easy to read. Most people are initially put off by huge paragraphs of text so keep it short and to the point.

What do I do next?

Think of what your website visitors would want to do after landing on your site. 

They might:

  • Want to know more
  • Want to get in touch
  • Want to buy your product

 So help them get there with obvious links and buttons. Like the ones I’ve put on this page to help you get in touch 🙂

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01482 861161

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ben@bengardiner.co.uk

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