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Remember!

Your website is a core online space for any of your digital marketing efforts. In today’s landscape, and even more so with COVID-19, your website is a powerful asset to communicate and reach out to your customers.

15 Website Improvements…

  • Improve your website’s customer journey or flow
  • Simple navigation and filters
  • Aesthetically pleasing, clean and tidy design 
  • Avoid paragraphs of content
  • Readability of content
  • Engaging headers
  • Attractive calls to action
  • Use animation (wisely)
  • Effective branded imagery 
  • Consistent pages (in content and design)
  • Improve pages’ speed
  • Homepage with a value proposition
  • Originality 
  • Mobile optimisation
  • Collect data and improve

1. Website Flow

You may have heard the term ‘successful customer journey’ before. This is having a seamless experience on your website. In short, from arriving on the homepage, a customer can navigate through the pages they way they want to. This is often without hassle of using a search bar, working out unclear page headers, or closing multiple pop-ups or ads. First impressions count! Don’t lose customers because they couldn’t find their way.

2. Simple Navigation

Maybe your flow from homepage to inner pages isn’t all what it should be, but you can still provide a simple navigation to help customers find their way. Keep your top-level navigation headers simple . Use no more than 6 headings + a search bar.

E.g.  a Homepage, 1-2 Product/Services page(s), Promotions or a sale, About Us and a clear Contact page

For product websites, be sure to classify your products in simplistic categories that any user could understand. E.g. avoid product categories like “Miscellaneous” or “Accessories”. Make sure that any prospect who hovers over your navigation knows exactly what you do.

Secondly, do not neglect your product filters. Keep them organised with as little values as possible. E.g. for Colour, use simple colours to filter your products such as Blue, Red, Grey, Brown, Green, Yellow. Avoid Forest Green or Black/Grey in your filters. Your product pages can be used to show details like shade  or secondary colours. 

3. Aesthetics

It is difficult to generate enquiries or  reduce your bounce rate on site when customers don’t like what they are looking at. It seems obvious, but many sites neglect design because they believe in their content or service. When customers don’t like what they see, they are unlikely to read your content and more unlikely to purchase.

Keep your content and design tidy with space between sections. Solid colour space and dividers between sections balance content and imagery to improve readability.

4. Content

Bluntly, customers do not read paragraphs of your content. However, they do read short and poignant content. We see this often using heat-mapping software for our clients.

Balance your content across pages with imagery for successful information architecture. Remember 3 steps to successful content; headline, explain, call to action. Headlines attract attention, content provides more detail before a call to action directs the customer.

5. Readability

Avoid using colours of text that are not highly contrasting. Keep your text in these categories:

  • White on Black 
  • Black on White 
  • Light Colours (such as Yellow) on Black
  • Dark Colours (Navy or Maroon) on White 
  • Dark Backgrounds – Light Text 
  • Light Backgrounds – Dark Text

If you want to lay text over an image, overlay the image with a highly-contrasting colour to your text. Websites lacking readability are an extremely frustrating user experience for your customers.

6. Engaging Page Headers

Engaging or intriguing headers are extremely powerful, particularly when followed up with information architecture. Questions or instructions can massively improve click-through-rate on your call to actions. For informative headers, keep them concise and easy to understand. Your audience will appreciate knowing what your section is about, before reading your content.

7. Call to Actions

Call to actions is the difference ground between a good and effective website. A good website looks nice and has great content, but may not generate any sales or enquiries. Call to actions can directly change this. A call to action provides the next or final step in a customer journey which shouldn’t be exiting your page.

Employ your call to actions with content like; Say Hi / Book Now / Shop Now / Call Us / Begin Your Journey / Start / Get a Quote. If you offer something to acquire customers, e.g. first order discount or free consultation, include it on your website!

8. Use Animation (wisely)

Every site can use a little bit of movement but be careful to not go over the top. Call to action hovers are great and content being gently highlighted with motion definitely improves a customer’s likeliness to read. Animation is a useful tool to make elements of your website stand out. Use wisely, otherwise nothing will stand out!

9. Branded Imagery

We always recommend using branded illustrations to strengthen the brand identity on site. It is preferable for customers to feel immersed in your brand as they travel the wonderful navigation and design you made from tips 1-3.

A branded image or short animation can say 1000 words… much better than a paragraph of content! However, if you’re struggling with this, there are stock images available on sites like Unsplash, Pexels and Pixabay. Again, keep it on-brand and use them wisely!

10. Consistent Pages

Now you’ve got your navigation, content and imagery it’s time the important part of bringing it all together. Your pages in each section e.g. your work portfolio or product pages must have the same;

  • Layout or Template
  • Typography (fonts and font sizes)
  • Divider Space
  • Themes

11. Optimising your page speed

Once your pages are consistent, you can begin to optimise their speed:

  • Remove Plugins/Apps/Installments you don’t need 
  • Delete branded themes you are not going to use
  • Update your site to latest version of software you are using
  • Avoid using massive images to reduce your loading times
  • Don’t go too overboard with animations and images (remember blank space!)

12. Your Homepage

Wow, you’ve made it this far. Don’t be upset but… without a fantastic homepage, it’s not going to be worth it… Your homepage is the final key to your website success. Customers often spend 10-20 seconds on a homepage, it’s really not long. Your homepage needs to provide a value proposition for them to stay.

Think about what your customer wants… Why are they on your site to begin with? Provide your customer with what they want to see about your business. Use your branded design tips you’ve seen here and other website inspiration to create something purposeful and aesthetically pleasing to your customer.

13. Originality

When you begin to implement these tips on your website, think about your brand and site… What makes you different from your competitors? What does your customer like about you?

Your tone of voice, imagery, typography, animations, videos etc should always be original to your brand. Take inspiration from other sites, sure! But don’t copy… You’re better than your competitors, prove it!

14. Mobile Optimise

80% of websites are mobile optimised. At Otelli, we think that is rubbish! Although surprisingly for a Marketing Agency, 55% of our traffic comes from mobile. Imagine how much mobile traffic product/service websites are getting?

When was the last time you booked an appointment, restaurant or made a purchase on your desktop? Mobile optimisation is essential in 2020.

If you’re struggling to do it yourself, send us a message!

15. Collect Data and Improve

Although it feels like “I’ve updated my website now, I won’t have to do it for a year or 2.” This could not be further from the truth. There are free platforms and tools such as Google Analytics to improve your site with informed decisions. Test your homepage click-through-rate, bounce rate and session time regularly. We also have access to tools that can heat map, record and analyse customer behaviour easily. The best websites never stop improving!

Thank you for reading! We hope you’ve found some useful tips. There are hundreds of things a business can do to improve their website, so be sure to use other sources of information too. As always, we’d love to hear from you and offer a free website review!

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We'd love to hear from you! No matter your business size, industry or budget, we'd be glad to make an appointment at your earliest convenience.

The Otelli Team

James Ritter

Author James Ritter

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