How to Make a Great Website that Gets Results

I’m about to set up a website. How can I do this right and make the most of my website?

By 2015, most businesses have set up their own website, but is it really performing to what it was made for?

To answer this question, we first need to define what a great website is. There are a number of key factors that need to be considered here. This post will dive into these points and how each play a role in making up a good website.

Please read on to find out what these factors are.

Goals

Any project, especially one that requires time or money to achieve, has to have a specific goal in mind.

More often than not, businesses aim to use their website for marketing purposes. eCommerce store owners will see their website as an essential tool for selling their products online – if no one is going to the site, then they’re not making any money!

Your goals here will shape your perception of the value, importance and urgency for your website to be set up. These goals will also determine the features you decide to include into your website.

A website without goals or intent is a website that usually has anything thrown onto it. This is likely to leave the owner wondering what they have gained from having a website at all?

Google Analytics Dashboard
Knowing your goals allows you to measure them and adjust accordingly.

Aesthetics

Humans are emotional creatures, and visuals – like all of our other senses – influence the emotions within all of us.

A well-designed website elicits the correct emotions and perceptions of its visitors to ensure they are engaged in the content and overall experience.

For example, a site selling wedding dresses should aim to replicate a similar experience that you’d find in a walk-in store. The use of calm colours that blend well with the dresses (think: lots of white with some cream and floral colours), smooth and soothing animations to emphasise glamour and peace, and lots of clear product photography is what the visitors really want to see.

Wedding Dresses Website
Design with your audience in mind. Place stunning photos into your site to best show off your products.

Content

The content is the heart of what the users will interact with to get informed and for deciding what the next action they will take on the website.

The website needs to quickly acquaint its visitors with what the business is all about, otherwise the business will lose their attention.

The content needs to be well drafted by using language that the customer not only understands, but also finds smooth and easy to read (and please make sure basic things like spelling, grammar and punctuation are all correct).

Good ‘copy’ – like the website’s design – elicits both the emotional and the logical side of the customer’s buying motivators. Draft content that illustrates how your customers will experience your products or services, while mixing in some statistics, attributes, evidence and testimonials.

Lastly, the website should establish the business’ credibility using valuable, accurate and relevant content in the space that the business operates in.

Gary V Content Strategy
Establish credibility with your audience through great content.

User Experience

The website is responsible for leading its visitors on a smooth journey.

What is User Experience? To summarise, it’s something that covers any aspect of the experience that the user can perceive.

User Experience pays attention to:

  • readability of text
  • whether buttons are easy to click/tap on
  • good flow of information
  • intuitive user interfaces that anyone can pick up easily
  • performance and load speeds
  • many other details.

Websites should also be built for desktop and mobile users (websites viewed on smartphones are now a more important factor than ever) visitors using a variety of popular web browsers and in some cases to cater for disabilities (such as colour blindness or total blindness).

User Experience Design
Make sure you plan, execute and test your website’s user experience.

Wrapping up

Setting up a website is much more than just getting up some web hosting, hooking up a website domain and installing WordPress with a theme on it (read how to create your own WordPress site).

You will need to ask yourself a whole series of questions here.

  • Is the design right?
  • Is the user experience right?
  • How about the messaging?
  • Is the website free of errors and runs smoothly?
  • Finally, will the site meet all of your goals?

If done right, your website should be a smooth conversation between yourself and your visitor, that invites them to stick around, spread the word or use your services.

Are you trying to set up your own website but finding it’s too involved or out of your depth? Drop us a line and let us discover how we can help you through one of our website strategy sessions.

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