In my previous post, I suggested that driving visitors to your website with online marketing (or Google AdWords ads) won’t help you much if your website is not designed in a way that “convinces” them to do business with you. So what are the essential elements that a website should contain/include to ensure success?
[Image source: Google]
In their “getting started” guide, Google provides the following elements of a “good” website:
Does your website have a clear, eye-catching headline?
Having a distinct headline on your site is essential to helping customers quickly know that they’re in the right place. This will encourage them to stay on your site longer and ultimately take an action that’s valuable to you.
Is your website mobile-friendly?
To turn visitors into customers, your site needs to work well across devices—from smartphones to laptops. Test your site to see how it scores on mobile-friendliness and speed, and find out how to improve it.
Does your website clearly list the benefits your customer will get if they purchase your product or use your service?
When people come to your site, you want to make sure they know right away why they should stay. Make sure the benefits are scannable and easy to read; bullet points are a great way to do this.
Does your website feature images or video?
Eye-catching media like photos, video, or graphics are appealing to customers and an effective way to engage them with your business. But don’t overdo it. Too much media can cause your site to load slowly. You don’t want people leaving your site before they see the most important information!
Is there a clear call-to-action on your site?
A call-to-action is something that indicates to your customer exactly what you want them to do on your site, and how to do it. For example, a “Buy now” button that links to a transaction page, or a “Call today” message next to a prominent phone number.
When you’re clear about the action you want people to take on your site, visitors are much more likely to actually take that action and bring you the business you’re looking for.
Is it easy to locate your business’ contact information on your website?
Making it easy for people to reach you is a great way to build trust and increase transparency with potential customers.
Google also suggest the following additional ways to boost customers’ confidence in your business:
- Include customer testimonials or 3rd party verifications about your business
- Openly share information about your business and clearly state what it does
- If you request personal information from customers, make it clear why you’re asking for it and what you’ll do with it
- If you run ads on your site, make sure you distinguish these ads and sponsored links from the rest of your site content
What’s the most important thing you want people to see on your site? If someone new came to your site, would they be able to locate it right away?
An easy-to-navigate website is essential if you want to convert potential customers to paying ones.
And a few more Google tips for creating a high-performing website:
Put important information towards the top of the page – Make it easy for your site visitors to find your most important content. Make sure it’s immediately visible when they arrive on the page so they don’t have to scroll down to see it.
Think about smaller screens – It’s not just about the desktop computer anymore. Your customers use different digital devices, like mobile phones and tablets, throughout their day. The smaller the screen, the harder it can be for people to find what they want. Creating a website that automatically adjusts to a user’s device is the best way to make sure everyone who gets to your site finds what they’re looking for—no matter what device they’re using.
Make navigation simple – Keep your site clean, clear, and simple by:
- Limiting the number of navigation links
- Avoiding the use of pop-ups or other features that could interfere with navigation on your site
- Making sure your site loads quickly so people don’t hit “back” before they even get there.
Quick links to more information – Make it easy for customers to find links to any additional information about the advertised product they might want. For example, a prominent “Learn more” link.
Does your business have an online presence beyond your website, such as a free Google My Business listing or social media site?
The web is a big place, which is why your business needs a strong online presence beyond just your website. This can expand your business’ visibility and help you reach more customers.
If you don’t have one already, create a free Google My Business listing. This will get your up-to-date business info on Google Search and Google Maps so that customers can find and connect with you, no matter what device they’re using.
Also, take advantage of free social media sites and services that allow you to create a page or listing for your business.
Questions about improving your website for better results or about Google AdWords? – Please use the comments section below or, contact us for a free consultation.