Before designing and creating a website, it is important to ask yourself five basic questions. Armed with the answers to these questions, you will be able to set up a website that meets the needs of your visitors and achieves the highest conversion rate possible.
Can you encapsulate what your business does in a few, easy-to-understand sentences and images?
It is very important that your homepage captures the attention of first-time visitors. Otherwise, they will click onto another website and you will lose them.
Visual images, as well as words, can be very powerful if they convey exactly what your business does. On wish.co.uk’s homepage, eye-catching images of fun experiences attract the visitor’s attention immediately. A brightly-coloured ‘Find out more’ button invites the reader to move further into the website.
What is the main purpose of your website and how can you communicate it clearly?
Is it to sell something online, to sign users up, or to disseminate information? Each of these purposes will give the website’s design a different focus. Your homepage should show a visitor what you would like them to do immediately.
For example, the primary purpose of Facebook’s website is for first-time visitors to sign up. Therefore, it has a very simple, yet effective, homepage explaining its purpose in a single sentence and image. The rest of the homepage is devoted to a sign up box, which fulfils the website’s primary purpose.
Does your website speak to its target audience?
First of all, you need to identify your target audience. Will it consist of teenagers, young adults, or older people? Will they be ‘fast browsers’ or will they like to linger and find out more? Will they be fun-loving or serious?
Write the content of your website with your target audience in mind. Invite feedback from people in your target audience and re-word or restructure, if necessary.
BBC.co.uk makes it easy for each person in its wide target audience to find exactly what they want from its homepage. ‘Fast browsers’ can find such sections as the ‘weather’ by clicking on a button at the top of the page. People who want to read in-depth articles can browse through a series of images and links.
How will you market your website?
If you are considering using social media marketing to attract visitors to your website, it is a good idea to look at the profiles of typical users of each of the main social media websites, in order to find out which networks your target audience is more likely to use. Then, place buttons from these networks in prominent places on your website.
Remember that most first-time visitors do not make a purchase. However, if you keep in touch with them through social media networks, email marketing, and other means, they will be more likely to buy something in the future.
What questions will potential customers ask and how can they be answered clearly and concisely?
In order to inspire trust in potential customers, it is a good idea to address as many of their concerns as possible in a concise and easy-to-understand writing style.
Wish.co.uk’s About Us page is fun and easy to read, yet it gives potential buyers important information on such topics as the security of the site, the legality of the business, and its price guarantee.
When setting up a website, do not rush the planning stage. If you take some time to consider your target audience and address their needs and concerns, you will build the most effective website possible.
Jack Harding works as a website administrator and is a family man. In his spare time, he likes to visit websites and share his findings. To see one example of an effective, engaging website, visit Wish.co.uk.
Tags: articles, BBC, box, business, content, homepage, Jack Harding, market, marketing, media, media marketing, price, security, site, social, social media, social media marketing, visitors, weather, website
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