The pages of your website say a lot about your business. These are also the pages where searchers go after clicking links on results pages and in social and blog posts and paid ads. So, if you’re not making a good first impression with your webpages, odds are good that you’re missing out on conversions and not doing your brand any favors. Looking to make your webpages more inviting? Here are some tips to help you out.
A webpage that’s taking longer than 5 seconds or so to load is likely to be one searcher’s bail on before it finally does. Internet connections continue to get faster, so there’s always going to be an expectation of speed, especially among mobile visitors with smartphones that have powerful operating systems.
Your webpages should be as concise as possible. Most online searchers are skimmers looking to quickly get the basic details of what’s presented. Plan your pages for maximum readability with::
• Descriptive, impactful headlines and sub-heads
• Short paragraphs
• Bullet or numeric lists
Just because searchers are coming to a certain page of your website doesn’t mean they shouldn’t have easy access to your other webpages. Each page should have clear, easy to find and use navigation features. These “breadcrumbs” can include search bars, embedded links, and drop-down menus.
Visual elements can be a great asset for webpages. However, the images you use shouldn’t be so large that they slow down page speed or distract from other content. If you have several images spread throughout your pages, consider using CSS sprites to group image collections into one image to reduce server requests.
Colors do more than just make webpages stand out. Colors can convey a theme or tone, or even a subtle message. With colors, you want to avoid selections that are too distracting or not in line with your brand’s image.
Most online searches have local intent. So, if you have a certain geographic area in mind, make references to that area in your webpage content (e.g., “Miami hair salon, “car dealer in San Diego”). If you’re opting for a wider audience, realize that visitors from many different countries are likely to come across your webpages. If this is the case, be clear with references to units of weight, currency, and sizes. In general, the content you present should be “evergreen” in nature. This means avoiding references like “last month” or specific years to keep your content from immediately being dated.
All it takes is one typo or a few glaring spelling and grammar errors to distract a reader from the message you’re trying to convey on your webpages. Such errors also reflect poorly on your business and give the impression that quality isn’t a big deal for you.
A big part of online marketing is website links. However, just because links on your site, including ones to reference sources, were perfectly fine when first added to your webpages doesn’t mean they’ll stay that way forever. Just like spelling errors, broken links reflect poorly on your brand. Get into the habit of using a link checker to make sure all of your links are still active.
Ideally, links should be associated with text that has a clear meaning. “Click here” is too generic and doesn’t tell a visitor where they are clicking to. The only exception is if you use phrases like this as a directive before a link (e.g., “click here to learn more about our convenient return policy”).
Visitors to your webpages sometimes have a need to give you call, send you an email, or know where your business is physically located.
Make sure your contact info is either clearly visible on each page or easily accessible.
Ultimately, you want webpages that are as user-friendly as possible. Once you reach a point where your webpages are keeping visitors happy and engaged, keep checking your stats. Google Analytics is a good way to do this. Reports can be filtered and traffic from other sources like social sites and blogs can be included. Use this info to track traffic patterns so steps can be taken if there are any unexplained drop-offs.
Being proactive with your webpages can be a smart way to boost your ROI. Another way to achieve this goal is by partnering with the team from Create Web Studios. We provide a wide range of online marketing and Web design services backed by measurable results. Contact us today to learn more.