Is your website working for you and your audience?
I understand how challenging the lockdowns were — especially for small businesses. These times certainly highlighted the importance of a great website. Given that, have you thought about the way your website looks and behaves? Is it easy for your audience or customers to use? Does it accurately represent your business?
Here are some reasons to make changes . . .
The layout doesn't fit well on the phone.
More people are viewing your website on a phone or mobile device rather than a desktop, so you'd better make sure it looks the way you want it to look on both. If you don't trust your developer skills, choose an easy website builder like Squarespace, WIX, or Showit. You can view how it looks on desktop and phone — in real time as you design— before you publish the site.
The customer benefit isn't clearly defined.
When a potential customer visits your site, they should immediately understand why they are there, and how they will benefit. Think of your website like an excellent wait staff — always one step ahead of you — attending to your desires so you don't have to do a lot of thinking. Be sure to define your offerings in a way that's really clear to them.
The logo, imagery, or color is outdated.
You may have heard the saying "a picture is worth a thousand words." This is especially true on the Internet as you compete for attention. Get the aesthetics right and people will want to pause and read the words. Your logo is the picture that matters most, because it represents your brand identity. Also pay close attention to the photos, illustrations, patterns, and colors.
The important content is hard to find.
The content you share is best communicated if it tells a story. When a customer comes to your site, they're on a journey to find what they're looking for. Think about the hierarchy of your content. Make it easy for them to start their journey, experience the story, and end by reaching their goal. Understand what is most important to them and organize accordingly.
The space is poorly used and looks messy.
There's a lot to consider including on a website, but don't be tempted to fill up the whole page. The unused space is just as important as the used space. Allow your customer the space to breathe while they consume. Not using these spaces wisely will make everything look messy. Apply the rule of thirds and keep elements aligned to each other on a grid.
The text is the wrong size or hard to read.
Typography is an extension of your logo and brand identity, so choose wisely. Hierarchy is also especially important to consider when it comes to type. The most important messages usually carry the largest font, but there's a balance. Limit your font sizes to three if you can and be sure they're legible on both desktop and mobile devices.
The customer struggles to complete tasks.
This is perhaps the most important reason your website isn't working. The last thing you want is an aggravated customer, right? So pay extra attention to making their journey an easy one. Step one, step two, step three is usually a good approach. Give them clues along the way so they know they're reaching the goal. Win them over with delight.
In conclusion, it's all about empathy.
There are many reasons your website may not be working for your customers or your business, but address these seven to make a positive impact:
Layout for desktop and phone
Clear customer benefit
Great logo and aesthetics
Easy to find content
Clean use of space
Legible text
Tasks are completed with confidence
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About the author
Bruce Fenske is an award-winning design strategist, creative director, and entrepreneur. He received a personal letter of thanks from former Microsoft CEO for his information design, created a successful event brand for the CEO and his executive team, and was granted a U.S. Patent for user experience on a heart surgery lab analytic tool at GE Digital.
Today Bruce helps grow businesses by providing brand design solutions and digital experiences that are designed for their audience — including brand identity, brand refresh, brand stewardship, mobile/web design, and other visual solutions.
Bruce is successful by applying his balanced brain — creative yet analytical — to solving problems, his strong advocacy for customers, ability to bring out the best in others, and hands-on design chops.
See more of his creative work at brucefenske.com.
