One of the biggest mistakes businesses make online is overcomplicating their website. In order to attract and retain the attention of customers, a clear and concise website is a crucial first step. A website is the face of a business in the online world and the impression that your website makes on visitors will impact the overall perception of your company. If you or your business are looking to build a website or improve on the one you have, follow the guide below to discover what kind of structure users will value from your site.
First of all, why is structure important?
Before exploring what you can do to improve your website’s structure, it’s important to first understand why structure is so important. A good site structure is the first step in creating a user experience that is pain free and achieves the goals that both you and the visitor aim to. Visitors will be coming to your website in search of information or in search of a product or service that you are selling. They can become easily frustrated if they are unable to access this information quickly and will be likely to click away from your website if it does not immediately hold their attention. So what steps can you take to achieve a structure that does grab their attention and that motivates them to engage your services?
Create a clear hierarchy
Perhaps the most important step in creating a website that people will want to visit is establishing a logical and succinct hierarchy for your pages. This will help people navigate your website with ease and will eliminate any frustrations that may arise from being unable to figure out where one might find the information that they are searching for. Create simple categories, ensuring that you don’t have too many to navigate, and allow the pages within each category to flow logically. An SEO company may be useful for helping you plan and execute this initial stage effectively. Your website’s hierarchy will be the first step in ensuring that customers are satisfied with the level of ease with which they can find information on your website. With this as the basis for your website, you are already on your way to creating an ideal online experience for your customers.
Balance text and images
A website that has dense levels of text and is hard to read through will quickly deter an audience. Your website should focus on text that gets straight to the point and communicates your message quickly and effectively. On the other hand, a website that focuses too heavily on images can overwhelm a customer and will not assist them in finding the information they need. Finding a balance is essential for creating a website that is both rich in information and visually appealing. Your text should be the focus point. It should be nicely laid out and easy to gain information from. The pictures you include should be tasteful and decorative in order to emphasise the points you are trying to make in the text, rather than distracting and drawing away from your message. Once you have found a balance that is exciting and informative but not overwhelming, your website will be greatly improved.
Use appropriate language
The way in which you write the content for your website is also crucial for holding people’s interest. People may be able to find the information they are after but if it is poorly written, hard to read or makes no sense they will be disappointed and it won’t take long for them to leave and find another website. Improve your content by using language that is easy to understand and quick to grab people’s attention. If your content gets straight to the point and allows people to find the answers they are searching for quickly and easily, they will leave with a positive impression of your business. If you are aiming to encourage visitors to use your services, the language you use should also be selected to excite and motivate potential clients to do so. Provide accurate and informative details and use your content to direct the audience where you want them to go. If this is done effectively, you will see more of your traffic converted into loyal customers.
Ensure you have no broken links
Broken links are the fastest way to frustrate your website’s visitors. If a link does not go where it promises when clicked on, customers will be left without the information they were searching for which could be detrimental to your business and its reputation. For ease of navigation, you should make an effort to maintain your website and monitor any issues that may arise. Maintaining your website can be time consuming, so it is often helpful to hire SEO services in order to ensure that problems are being taken care of as soon as possible. If you are not maintaining your website regularly, these issues may go unnoticed for extended amounts of time and be detrimental to your business. The quicker you are aware of any problems that may arise, the quicker you are able to solve them and ensure that your credibility is not effected.
Research your competition
One of the easiest and most effective ways that you can evaluate how you might improve your website is to research your competition. Visiting the websites of other businesses in your industry will allow you to see how the ones that perform well are approaching the online world. Getting ideas from your competition’s website structure can give you valuable insight into what you might do to either match them or even better surpass them. Take note of the pros and cons of their website and determine how your website might be improved. Staying aware of what your competition is doing is a great way to stay ahead in your industry and ensure that you are not struggling to understand what you need to do to keep up. A huge benefit of the online world is being able to see what your competitions strengths and weaknesses are. Use this to your advantage and build a website that stands out from the rest.
Create a theme or aesthetic
Visually, when people visit your website, you should have something that ties each page together and represents your brand. Aesthetic touches such as background, colour or font can make a big difference in creating a website that appears well-designed. If each page of your website uses varying thematic elements it may be confusing to a visitor and may seem unprofessional. A consistent theme will make your website appear unified and will send a stronger message about your company. Figuring out what your brand image is and translating that into the layout and theme of your website will give customers a good impression of your brand overall and will make you recognisable to them.
The structure of your website is crucial for driving traffic and increasing your sales. The way that your business is presented online can be the make or break point for converting visitors into loyal customers. If you have been overlooking this fundamental tool for increasing your reputation and better engaging customers, use this guide as a start to begin building your website in a more effective way.
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