Talking website design? Keep asking these three critical questions
Does your website need an update? Trick question: your website always needs an update. Fresh content matters to Google (so if you don’t already have a content generation system in place, really think about starting one). But your brand’s website is more than just a repository for blog posts, and it’s way more than an online business card. It’s an opportunity to interact with your customers and your industry at large — and not in an abstract sense either. Your website needs to start actual conversations. So how do you know if your website is actually designed for that?
1. What’s the point?
Regardless of the industry you’re in, your brand’s website has one top-level purpose: to convert leads. And in a way that’s similar to the sales funnel, a good website does this by guiding its customers through their journey. The path is always the same, whether it’s for a product-specific microsite or a corporate homepage: discovery, exploration, investigation and contact. Evaluate the intuitiveness of your navigation and the specificity of your calls to action, and don’t leave your customer’s journey to chance.
2. Is everyone on the same page?
Take a step back from your site and evaluate whether your customers understand your team and your brand. Then, evaluate the same thing, but against your competitors. Do your customers understand what makes your brand different? How clear is that added value? There are bound to be differences between the ways that you and your customers see your website as it reflects the brand, so it’s imperative to correct any asymmetries.
3. How does it look?
Beyond style and brand standards, websites need to be optimized for every viewport and platform. That means two things: 1. They need to use responsive design, and 2. They need to be optimized for the fastest loading time possible. These factors go hand in hand, and ultimately impact both user experience and SEO. As savvy digital marketers are aware, each Google algorithm update points toward one goal: making a better web. Moz points out that translating a desktop layout into a mobile one isn’t always straightforward. And since more people than ever are using their phones to get online, mobile design can’t be an afterthought. It may actually be the first way you want to look at your new website design… interesting thought to ponder!
Digital media changes fast, but staying ahead starts with a good foundation. Looking for more ideas to refine your digital presence? Check out our blog for the latest news, trends and strategies in marketing and branding – we’re all over it.