Web Fundamentals

Websites are a necessary aspect of any company but how do you know if your website is working for you or if it’s time for a refresh? What if you’re just getting started? It seems like an overwhelming task to take on such a large project. The best place to start is with an objective. What are you trying to accomplish with your site? Is it educational, conversion-focused, events or news-related, or a blog? It’s essential to figure out the universal need your product or service is fulfilling and build your site around that.

If it helps, break the site down. The homepage is going to be your most important. Does everything “above the fold” (just like in newspaper days, remember those?!) clearly and effectively portray your brand and the need you are fulfilling? You want a banner image that is eye-catching and very clear. You want your logo on the left or centered at the top. Below that comes your navigation.

Let’s pause there and talk about navigation. Have you ever been on a site with so many choices in its navigation that you don’t know where to start or get distracted? Having more navigation options can actually cause customers to turn away when what you’re really trying to do is make things easier for them. Simple is often better. Too many options can cause what is called analysis paralysis, where there are so many choices that people opt to not make any. It’s the same when you’re grocery shopping or ordering at a restaurant. Have you ever had so many options that it makes it hard to choose? Think of your site in the same way, set the goal, and then find the easiest path for the customer to get there. The fewer clicks and choices the better. This goes back to focusing on your offering. If what you are offering is clear and easily accessible through your navigation, you’ll find more success on your site.

Your homepage should always go back to the goal of the site. Want to sell something? Support it throughout the page, but don’t just list your products, that’s what product listing pages or category pages are for. Sell the product on the homepage through imagery and story-telling then include buttons to buy the product. It can turn people away if it feels like you’re pushing too hard, just like a pushy salesperson can turn people away. It’s about making a connection, educating, and then selling. This is done through the psychology of design throughout your site.

If it helps, think about your buying experiences. You want to feel valued as a customer (companies - this shouldn’t stop when the customer completes their purchase!), you want to feel good about your buying choice, and you want to support a company that you believe in. As a business, creating an environment that accomplishes all of this while driving your goal forward, isn’t always easy. Remember, keep it simple and focus on your goal.

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Consistency in Branding