Quick question—is your website any good? Not just functional, or average, but really good?
Nowadays, technology has brought us to the point where getting a website up and running requires such a minimum level of skill that just about anyone can do it.
As a consequence, even those with little idea of what makes a website good can take a stab at it and pass their subpar creations off as legit, knowing deep down that they’ll be a disappointment to their site visitors.
Here are some stats to make you think: 77% of digital agencies believe their client’s websites suffer from poor user experience.
On top of that, nearly 40% of visitors will stop engaging with a site altogether if they find it to be confusing, unattractive, or taking too long to load.
Translation? Your website needs to look great and function well or else you’re going to lose customers, and there’s a high likelihood that you’ve got some room for improvement. So, how to tackle the task of improving your site’s effectiveness?
Step Number One: Have A Plan
Do you know why you have a website? If you’re unable to answer that question, chances are your site is just serving as an irregularly updated placeholder that you use to spit out a few meaningless marketing blurbs.
To make your site a success, you have to have specific goals that you want to achieve: a target for unique site visitors, X amount of engagement on Y number of posts, increased sales, something!
Otherwise, you’re just taking shots in the dark, and you’re liable to not hit anything at all.
Public relation experts will use the term “KPI” when talking about quantifying how well you’re hitting those concrete objectives. After you’ve set those goals for your website, the next part of your plan should be measuring them to ensure that you’re making the mark. If you notice you’re falling short, it might be a sign that you need to adjust your strategy to get back on course.
Step Number Two: Invest In Content
Do you like to read things that are boring or uninformative? Of course not, and neither will people that visit your site.
A common mistake organizations make is putting lazy, sloppily written drivel on their site. It’s a surefire way to drive visitors away, and it ends now. Your info pages should be informative.
Give the visitor the data they’re looking for in a concise manner and keep it moving. Blog posts and story-driven content should be engaging, well-written, and grammatically correct.
Remember: you can have all the A+ content in the world, but it will do you no good if nobody reads or engages with it. Social promotion experts will (rightly) tell you that you need to (big surprise) promote your content so that you can gain visitors, views, and all the other sweet forms of engagement you’re after.
Step Number Three: Make It Beautiful, Make It Work
This step is self-explanatory. Your website needs to work great and run well; else no one will care to visit it.
Slapdash layouts and slow loading pages will kill a site, so either brush up on your design and development skills or pay someone who knows how to do it right. The right web development agency will invest their expertise and code performance tools into getting your website working flawlessly – nothing less than what your customer expect!
The user experience is paramount to visitor retention, so challenge yourself to deliver nothing short of the best.