Your website is the foundation of your brand’s online identity. And the experience that you create for people who use it can have a huge impact on your ability to meet your goals.
A website that’s outdated or difficult to use can frustrate users. Neglect like this can put you at a serious disadvantage compared to competitors who’ve made web development a key part of their marketing strategy.
But, with so many different aspects, achieving web design that leads to high ROI is easier said than done.
You might be wondering…
- What should I prioritize first?
- What does my audience expect?
- What should I change?
- What resources are available to help me?
Luckily, with the right focus and planning, perfecting your business’s online presence can take your marketing efforts to the next level.
Ready to learn more?
Let’s take a look at nine ways you can do just that!
Make a strong visual impression
Your website has a short time window to grab your audience’s attention.
That’s why it’s vital to choose imagery that maximizes your message’s impact.
To make the best impression, focus on:
- Creating a consistent look and feel with professional photo editing tools
- Using images that don’t drain your site speed — consider using vector graphics which take up minimal space on your site
- Including a few key “pillar” images that draw focus to your latest product drops, promos, lead magnets, and value statements
Use copywriting best practices
Support the visuals on your website with personalized copy that’s tailored to your ideal audience.
You may have a lot to say about your organization and what it has to offer — but it’s important to consider the nature of web content, how people read it, and what grabs your audience’s attention
That means everything that makes it into your final copy must offer real value.
Here are a few quick copywriting best practices to keep in mind when planning your site copy:
- Remember to keep your language simple and concise — don’t use 50 words if 10 will do
- Break up your message into short paragraphs that are easy to digest
- Help your readers make quick and easy connections to your message
- Use language that aligns with your audience’s messaging preferences
- Highlight common audience pain points and how your brand solves them better than anyone else
- Make sure your value statement lives above the fold (more on this in a bit)
- Use value-driven lead magnets and calls to action to collect quick opt-ins
- Highlight how fast and easy it is to work with you or buy from you (and provide a quick link)
Connect to social media
Expand your site’s reach by including buttons that allow users to share and follow your content across all of your social media platforms.
But remember, those buttons are only as valuable as the effort you put into managing your social media accounts.
Today, social media is more than a platform to attract new customers and push new products.
Maximizing its potential means using your social media presence to keep and nurture your customers, too.
That’s why we can’t stress how important it is to show up consistently on social media with highly tailored and valuable content your audience can’t get enough of.
Consider using a social media scheduler to plan, create, and schedule your social media content in monthly or 90-day batches. Take this tip up a notch by locking arms with micro-influencers in your niche and asking them to take over your social media accounts or manage your campaigns for the month.
Use a responsive design
Don’t compromise great content by making it difficult for your audience to locate or see.
In a multi-channel world, users begin an activity on one device and finish it on another. And with that, responsive website design has become a necessity.
The cool part?
A site with a responsive design can automatically detect the type of device a viewer is using and optimize the display to make your content easier to read and access.
For instance, take a look at this fleet dash cams page by Samsara for inspiration:
We love this site’s responsive design because it also includes interactive elements, such as videos, sound demos, and GIFs which can help boost user engagement.
Prioritize “above-the-fold” content
Contentsquare’s 2022 Digital Experience Benchmark reports that the average amount of time spent on a webpage is 54 seconds.
In other words, your audience makes quick decisions about whether you have what they need — in a matter of seconds.
That’s why your “above the fold content” needs to be spot on.
“Above-the-fold” content refers to the first words and images that appear when someone first lands on your website. The quality of this content can have a major impact on bounce rates and user experience because it tells your audience who you are and whether you’ll be able to meet their needs.
That’s why it’s important to focus on including images and headers that clearly identify what you do, who you serve, and how you can add value to their lives — bonus points for adding social proof, too.
This page by Ticket Fairy, which teaches brands best practices for selling online tickets, is an excellent reference for above-the-fold content that highlights the brand’s value and capitalizes on social proof:
Here are some other above-the-fold tips to keep in mind:
- Direct the user’s eye toward whatever navigation tools they’ll need to access the rest of your site
- If your product or service requires users to contact you, that information definitely belongs above the fold
- Double-check that any interactive or media elements, such as videos, are linked and working correctly
Update your site with consistent, valuable content
Smart, visually appealing design elements are a must. But they can only be effective if they’re supported by relevant, valuable content.
The more (consistent) value you offer your visitor, the better.
For example, if you own a keto diet website that sells keto-friendly products, consider offering free recipes, wellness tips, and downloadable guides every week on your blog and in your newsletter.
Or, if you sell courier services and logistics support, consider providing regular updates about the latest supply chain hiccups or advancements. You could also write blog posts about how to manage product-based businesses and how to perfect shipping and delivering processes.
Invest in security
If you operate an online store or sell anything online, exercise caution. Your audience won’t only be thinking about the value you offer, they’ll also want to know if it’s safe to share their information with you.
Data breaches disclose private, sensitive, or legally protected information to an unauthorized person.
To ensure that your customers feel secure while making purchases from your website, let them know that you’ve employed cybersecurity frameworks, such as downloading a platform like TSplus or any other security measures you take, like using a VPN.
Proactive measures like this can not only protect you from future mishaps, they can also foster confidence in your brand.
Don’t forget about SEO
Maintaining top-quality content is the best way to drive traffic to your website. But there are ways you can plan, organize, and optimize it to drive your site higher up in the search rankings.
First, start by identifying target keywords and including them in your page titles, headlines, and throughout the page.
Then, map out your semantic keywords and find natural ways to weave them into your content.
Finally, give your content some extra points by answering frequently asked questions searchers ask search engines.
Top each piece of content off with value-driven images and screenshots, meta titles and descriptions, and alt titles and descriptions.
Not sure what value-driven images look like?
Take a peek at this article about how to sell your online store — it’s chocked full of screenshots, data, and helpful infographics.
As times change, business owners must be prepared to change as well.
Some experts even predict that the metaverse is our future. What do you think that could mean for your business?
That’s why it’s important to commit to staying up to speed on the latest advancements, trends, and ideas in web development.
New innovations will continue to pop up and you definitely don’t want to be left behind!
From startup books to industry reports to peer-reviewed journals, there are several places you can find vetted information, in-depth analyses, and expert insights that could become the source of your next inspiration.
For many, the user experience your website offers will be their first exposure to your business.
Investing in web development can help you make the most of this crucial opportunity.
Remember to make a positive impression the first time by:
- Using carefully designed visuals
- Writing web-friendly content
- Connecting your social media accounts
- Ensuring your site’s design is responsive
- Keeping the most important information “above the fold”
- Maintaining fresh content
- Protecting user information
- Optimizing your content
- Staying up to date on the latest trends
Commit to building and maintaining your brand’s online presence using these principles and watch your marketing efforts reach new heights!
And that’s it for today, friends.
To your success!