Is your website scaring customers away?

Thursday, September 10, 2015

Your website is key to your inbound marketing strategy. Jack Reid, who is interning as a marketing assistant at The Richmond Marketing Consultancy, provides seven useful tips to make your website really work for you.

Remember the “5 Second rule”

Websites only have 5 seconds to make an impact; the homepage should therefore be a priority in attempting to make an impact. One way this can be achieved is by using the homepage as a gateway that draws the user in rather than presenting them with a wall of text and confusing features. It is important to remember however that all your website pages are possible landing pages and thus must have an instant wow factor.

Keep it clean

Don’t fill your website with clutter and walls of text, the most important part of making your website user friendly is clarity. Distracting and confusing users will draw them away from the more important parts of your page and increase the likelihood they will forget what they came for and leave your site.

Act as a guide

Your website user is not Dora and does not wish to go exploring; therefore the website should guide the user to where they need to be. This can be done by ensuring your website interface is similar to that of other websites and therefore does not require the user to learn how to use it. A familiar interface will increase the likelihood the user can find what they are looking for.

Call your user to action

In line with the principles of guiding the user, the user should never be far from a call to action (CTA). These should be at most a short scroll away - located at the top of pages, the bottom of pages, both, or even better, attached to a sticky menu that moves as the user scrolls around the website.

DO NOT PRESS THIS BUTTON!  

What can one do when confronted with this challenge other than press the button, it is simply too tempting! Buttons should be attractive and attempt to entice the user to press them (this should be especially true of the CTA!). This can be done by making the button change colour, gradient, font treatment or even flipping to reveal an image behind. This also can be a useful way to guide the user around the website – think of how you are attracted to certain articles in a newspaper.

Be bold with colour

Strong use of colour not only gives your website a contemporary and confident look, but can draw the reader’s eyes to the most important part of your website – mission statements, the menu, CTAs, etc. – and thus guide the user around the website.

Pull on the heartstrings

The average individual does not find business websites interesting; in fact they may even find them a tad dull. Therefore use images to add a little emotional content to compliment the written content. Imagery that is bold and striking will draw the user around the site and thus help to draw them to the content you want them to be drawn too.

Consistency

Keep your website consistent both in terms of interface and branding. Any page is a potential landing page for a user and therefore should be able to reflect your website in its best possible light.

So there you have it, 7 easy tips for helping your website to reach its full potential.

We are a specialist B2B marketing agency. If you are thinking about redesigning your website or need help with your inbound marketing, please do get in touch. We would love to hear from you.