Did you know that 88% of online consumers are less likely to return to a website after a bad user experience? (UX School Report).
Consumer expectations are evolving at a rapid pace and your website needs to keep up in order to engage customers and increase sales.
The most impactful web design combines visibility and usability best practices to improve user experience, increase engagement, and boost conversion.
Does your company website do the following?
Generate Qualified New leads
Re-Engage Existing Customers
Share Content That Solves Your Customer's Problems
Adapt to Any Screen Size (Smartphones and Tablets)
Deliver an Intuitive User Experience
It happens to the best companies - your website technology, design, and functionality becomes irrelevant over time.
You need to build the proper infrastructure, leverage world-class technologies, and turn your website into a business-growth-generating machine.
We created a list of 8 critical attributes for successful web design to help you increase ROI and grow your company.
Dedicated Project Manager
One Key Facilitator
Assign ownership and accountability to a dedicated project manager who can lead and orchestrate a pool of talent for each specific phase of the website creation process. Project managers should keep a close eye on scope, budget, deadlines and adjust as needed.
Every customer has a different set of needs and wants. Tailor the user's experience based on industry, challenges, role, location, and previous interactions. This will increase your conversion rates and build trust with your core audience.
Custom UI Design
Custom UI Design
Quality user interface design (UI) will help influence how your website visitors interact with your site and improve the aesthetic appeal of your design. Good user interface combined with premium converting content will help develop a unique and pleasurable browsing experience.
Understanding how leads and customers are interacting with your brand will help you make better marketing decisions. Get to know which pages drive the most traffic, how visitors arrive to your website, and how many of them became leads and ultimately customers.
Edit Pages on the Fly
Edit Pages on the Fly
Your website should be developed on top of a Content Management System (CMS) to allow you to easily manage all key content on your site pages, landing pages and blogs.
Integration to Existing Apps
Save time and reduce human error by capturing lead and customer data that flows through your website so you can automatically integrate it into existing business applications you currently have in place.
Fits Across All Devices
Fits Across all Devices
Mobile currently accounts for over half of all global web pages visited. Your customers definitely using their phones and tablets to evaluate your products and services. If your site isn't built to respond to mobile and tablet devices it will hurt your brand image.
A website isn't complete without training. To make sure you get the most out of your website, teach your team how to make updates to your site so you can save time and money in the future.
Create a killer game plan to ensure that you understand how your objectives will turn your website into a business-growth-generating machine. Ask your team, "what makes your customers, partners, employees, and leads excited to do business with you?" Use strategy to discover how you can bridge the gap from your "as is" to your desired state.
Did you know that 46% of B2B buyers will leave a website is the messaging is unclear? (B2B Web Usability Report) If buyers find it difficult to understand how your company can help them, they will lose trust in your products and services.
To help build trust and credibility, your website strategy should include:
If you don't have a team of in-house writers, you should reach out to a professional copywriter who can help you develop messaging that will attract and engage your ideal buyer persona to take action throughout each phase of buyers journey.
98% of marketers say personalized content helps advance customer relationships. (2018 Evergage Survey)
Trying to attract more than one type of buyer? Think about personalizing your messaging by creating contextual smart content to display dynamically based on specific contact properties. This will help you convert more leads and acquire more customers.
80% of shoppers are more likely to buy from a company that offers personalized experiences. (2018 Epsilon Research)
Most importantly, work with a copywriter who understands your needs and the challenges faced in your industry.
If you're not familiar with UX design, you should work alongside a creative team of skilled designers to help create visual interfaces, layouts, and designs that connect with your ideal buyer persona's browsing and buying patterns. It's important to pair high-quality visual design with current best practices in web navigation and user experience.
38% of people will stop engaging with a website if the content/layout is unattractive. (Adobe Report)
During the design phase, be methodical in setting the foundation for layout, composition, navigational structure, visual hierarchy, color treatment, typography, icons, symbols, texture, photography, graphs, charts, buttons, and more. The best design interfaces can be adjusted for a variety of platforms, including desktop and mobile user experiences. Visitors will form an opinion of your company within the first 10 seconds of seeing your website, so you better make it count! (Nielsen Group)
The goal of this phase is to provide a fully functioning website. Once you approve the UX design, work with web developers, who bring experience in web usability, speak and code in multiple languages, and work on reputable web platforms that matter today. Web developers should be cross-trained in various aspects of the website creation process and online marketing to help avoid the communication conflicts that can disrupt the development process.
Your web partner should know how to optimize your site speed by incorporating the latest technology trends. Did you know that a 1-second delay in page loading can result in a 7% reduction in conversions? (KissMetrics)
To create the best outcome possible your developers should:
Understand the following programming languages:
Have experience coding for CMS platforms. For Example:
Be able to integrate your site with the following CRMs:
Once your website has been developed, working properly on your content management system (CMS), messaging has been optimized and includes calls-to-action and lead-generating features, do a double check to ensure that your website is ready to go live. Check the following items:
Other tests include proofreading the content and ensuring that all the analytic codes are in place. We wouldn't recommend launching a website until it's 100 percent valid. Finally, if you worked with a web design team, ask them to conduct a training session on how to update your own website.
Your website now has some powerful tools that will work together seamlessly in a single platform. However, if you don't have the proper training on how to use the tools, your web design partner is doing you a disservice.
Prior to launching your website, you need to know how to properly update your site in case you want to make changes to page content or review behind the scenes information. A high-quality web design partner should offer support services for those who simply don't have the time to constantly monitor their company's ever-changing digital needs. Once you're done with the training, launch your website and celebrate!
Now that you have a strong foundation, it's time to promote your site. After all, how can a machine run without fuel? The same applies to your website. You have a lead-generating machine! Now you have to fuel it with online strategies to drive qualified traffic and leads who will ultimately become your customers.
78% of prospects view at least 3 pieces of website content before making a purchase decision. (2018 Demand Gen Report)
90% of CMOs say content marketing has a positive effect on audience attitudes, strengthening their brand's connection with consumers. (Content Marketing Institute White Paper)
Having a website alone isn’t the key to great results. Instead, it’s the ability to turn your website into an online marketing machine. Your website needs to do more than exist, it needs to perform. Now it's time to fuel growth by attracting visitors, educating them, and convincing them to buy. I know what you’re thinking - easier said than done.