Your website is the first point of contact a viewer has with your business. Does it grab and capture the viewer’s interest at first sight? The decision to stay or hit the back-button could be decided in the first few seconds of viewing your page. Visitors judge your business by your website and also decide whether or not to buy from you. It is therefore important to review your website from your visitor’s point of view. How would you rate your website on the 3 parameters of design , functionality and content?
One of the most important elements of an effective website is its design. It is often equated with the quality and strength of a brand – the more elegant the design, the stronger and better the brand is perceived to be. Remember, a strong brand evokes credibility and trust. So a good design can build trust, help you connect emotionally with your viewer and increase your brand value. The success of a design depends upon how the principles of design such as balance, contrast, space and alignment are applied. An attractively designed site automatically draws more traffic to it. Is your website attractive?
Having said that, an attractive website by itself is not enough. Imagine owning a beautifully designed chair so uncomfortable that you can’t sit on it for long. Similarly, if your website does not meld aesthetics with functionality, visitors won’t stay. You should not expect your visitors to change their browsers or resolution choices to be able to view your website. Nor can you expect them to wait if your website take ages to load because unfortunately, most viewers do not have the time or the patience. Is the navigation on your website straightforward, consistent and intuitive? Can your visitors locate what they want easily, without getting lost in a maze? In short, is your website user-friendly?
Even if your customers have found your website it doesn’t mean you’ll make the sale. You must motivate them to take action. Do you guide them on what to do, why, when, how and where? It is important to make it easy for visitors to contact you – after all, isn’t that what you want them to do? That is how you ensure a visitor turns into a customer. Your email address, phone number and contact form should always be visible. Have you checked if they are?
However attractive your design and however fast your website, if your content is not lucid, to-the-point and engaging, visitors are sure to leave. It must tantalise them to stay on. The quality of content is vital to your website – does it inform visitors, as quickly as possible, the purpose of your site and what you can do for them? Remember, your web content sells your product – it should drive your viewer to conversion and encourage sharing. Is your content written and presented effectively? And most importantly, is it error-free? Incorrect grammar, punctuation and spellings are unforgivable on a website and tend to prejudice the viewer about your product.
Think about it. Does your website need a redesign? Request for a free review and we will help you decide.
Sadhana Karnad is a research writer at Abhiyan, where she develops engaging content that builds thought leadership and revenue opportunities for clients. A website critic, she reviews Internet properties in terms of design and content. Reach Sadhana via LinkedIn.
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