Author: Content Team Blog Posting
Monday 14th June 2021 07:29 PM
What makes a great website?
What makes a great website?
How many websites exist on the world wide web? At this time of writing, almost 1.9 billion.
With so many websites covering almost every topic under the sun, it can seem almost impossible to stand out from the crowd. Websites that are too similar to each other may not catch the viewer’s eye, may cause confusion, or end up deceiving potential customers altogether. Because of this, a lot of online entrepreneurs must consider the follow-up after getting traffic to their site: how to get their traffic to actually do something.
A great website should serve its clear purpose online. A confusing, poor website will only serve to worsen one’s reputation, and ruin leads and traffic. For some companies, such as online services, their website is the only thing customers will see and know. A website’s design cannot be taken so lightly for them!
In this blog, here are a few things that make a great website.
Great visual design
This is often known as the “prettiness” factor. Which e-commerce website would be more likely to keep customers, this:
Needless to say, a website that has too much packed into the same space can cause a viewer to have difficulty reading, eye strain, and confusion, leading to a quickly closed tab.
Because of this, one should consider their website’s design to be accessible, clear, and easy, for a good user experience. Users want to read clear text on complementing colour schemes (like black text on white background), and a fancy button that cannot be read will only frustrate users rather than awe them.
Another easily overlooked factor is fonts. A good font can mean light and day in terms of a website’s mood, such as fonts that make text look more robotic, compared to font that make text look rounder and bouncier. A professional accounting service may use more rigid, serif fonts, whereas a party balloon service may use more cartoony fonts. With this, fonts will help the viewer easily understand the goal of the website.
A happy user may just end up becoming a happy buyer!
Great technical backend
Websites primarily rely on search engines to be discovered. With so many people browsing the web, it is important for website builders to realise the power they possess when they can easily have technical SEO knowledge, fast loading screens, and no missing pages.
SEO, or Search Engine Optimisation, is incredibly important for search engine analysers, or crawlers, to identify and index one’s site. This is done by using keywords and SEO tags in the backend of one’s site, which the search engine crawlers will index automatically, and rank the site higher or lower based on the quality of the content. Keywords and SEO tags will help immensely in getting one’s site to be found through searches.
Besides that, security is also a technological aspect that cannot be overlooked. Websites that are not up to date, have weak password protection, or are not protected from hack attacks will be ranked much lower in search engines than other trustworthy sites. Tools such as Cloudflare and SSL Certificate installers are very helpful in making a website’s security backend strong.
Great audience understanding
A website certainly cannot please everyone. No matter how intuitive the design, how informative the content, or how insightful the descriptions, content aimed at the wrong audience will fall flat.
Understanding one’s audience can begin with a good dose of common sense. Children and teens are less likely to buy car insurance services, and the older generations are not going to be so keen to buy cartoon sneakers as compared to their children. There are exceptions to every rule, but it is good to keep in mind how the public demographic will respond to a website’s services.
Look at other websites or competitors in your niche market. Are they targeting any specific audience with their content and advertising? Besides that, one could also talk with their friends and family to gauge their opinion about the impressions your content and your competitor’s content give.
Understanding one’s audience is important, as your website’s goals can be easily changed to suit their needs. Does your audience want to buy products quickly and move on? Does your audience want to know more about the services you offer before contacting further? If one has already made some sales, or has an existing customer base, analytics software like Google Analytics can provide detailed information about your website visitors.
With this information, now you can adjust your content for your audience, or attract new ones!
The photos may be stunning and high quality, and the website may load quickly, but without any content, the website serves no purpose.
This is where copywriting comes in. A copywriter’s task is to craft descriptive content that will help users understand the website’s purposes and fulfil their own. If one page of your site is written like a legal document, and another like a tabloid article, it can confuse and turn viewers off. Copywriting has the powerful ability to use the written word to persuade someone to take an action.
Make sure all the website’s descriptions and content are to-the-point and clear. Blogs can be descriptive and flowy, but customers usually only need clear information about the products they aim to buy. Advertisements are also a form of copywriting, and a great website is usually backed by some effective advertisements too.
The copywriting needs to have a distinct call to action – Buy this. Learn more about this. Make an appointment. If the writing has too much padding between the words before the call to action, viewers may not even make it to the “learn more” button in the first place.
Don’t confuse your website viewers. Give them a call to action.
This point may sound like a large thing to focus on, but usually comes bundled with most website builders: mobile adaptability.
There are far too many websites out there that look beautiful on desktops, but lack functionality when viewed from a tablet or phone. Pictures are clipped out, text is misaligned, and sometimes shop buttons malfunction. This is bad, as in this era of modern technology, almost 80% of online users use a smartphone, while 57% of online users use more than one type of device. These statistics could mean missed customers!
Many website builders offer mobile adaptability, so widgets, images, and text change shape freely to fit a phone screen’s smaller size. Furthermore, Google added mobile friendliness as a factor in ranking websites in search engines, so those that take the extra step to optimise their websites for mobile users receive higher SEO rankings.
Besides that, one should also note the design of the website on mobile, and whether it is effective for viewers. On a desktop with a large screen, information can be easily read, but one should also experiment viewing their site on their phones and tablets to make sure typical users can interact and find what they want fast and easy.
A great website takes time and a LOT of work. It takes web designers weeks to come up with a draft that satisfies most, if not all the points listed above. With thousands of websites competing to be on the first page for any given search, the only websites that will make it in the end are the ones that keep improving and become better over time.
A website owner should not remain easygoing and complacent when they find a website design that works for them. Consistently testing the pages, going through customer feedback, and experimenting in the website’s backend will provide for a more in-depth knowledge of one’s website, which will prove to be important in the future. Creating a great website will not be easy, but it’s not impossible.
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