7 Important Factors Your Website Needs For Success

Every modern business needs a website. You need to stand out from the crowd, let people know what you are all about and hopefully gain some customers in the process. Think of your website as your shop front in the digital universe. It needs to be primed for success.

A sleek design, quality content and customer testimonials are all ways to help show customers they can trust you, your products or services. Include these 7 important things your website needs.


1. A Quality Domain Name


A domain is often the first thing to consider when setting up your website. It’s an excellent way to reinforce your branding, add credibility to your business and make sure customers know where to go when looking for your products or services. Using .com, or .co.uk comes across a lot more professional than a URL ending .wordpress.com.

If the domain you want is taken, consider adding something related to your brand, for example, www.pizzacompany.com instead of www.pizza.com. Your domain should be easy to read so users can quickly make out what is says.


2. Simple Navigation


Customers should have no struggle to find what they are looking for. Whether it be products, services, your blog or contact information, it’s crucial that the visitor can easily navigate from one point to another, locating what it is they want from your website. The more effort required by the user to find what they want will drive them away from the site. After being referred to a website, 50% of visitors use the navigation to orient themselves and less than 15 seconds to catch the users attention. It’s essential to get the navigation right.

If you have a lot of products or services, it may be a good idea to implement drop-down menus or search functionality, providing a quick way to find content quickly.


3. Readable Content


As a rule of thumb, use a text colour that contrasts over the background with a simple font. If your content isn’t easy to read, then, customers won’t hang around long.

With those design techniques in mind, another important aspect is writing snappy content, to the point and accurate. You need to make your point in as little text as possible. Nobody likes to read huge blocks of text, even less so when a considerable portion of your visitors will be accessing your website from a mobile device. If you are selling a complex product, it may be worth hiring a copywriter to ensure your descriptions are concise and you’re not waffling on too much.


4. Quick Page Loading


It won’t be long before a user clicks the dreaded back button if your website loads slowly. 40% of people abandon a website that takes more than 3 seconds to load, giving you a very tight window to get your information out there.

With a little bit of technical knowledge, you can reduce your loading times.  Some ways do so are:

  • Use only images you need, sized accordingly and compress them
  • Enable browser caching to speed up the site for returning users
  • Decrease  HTTP requests giving your website less to load in the background
  • Remove unnecessary scripts

With a massive surge in mobile users, you have to cater to them. 46% of people say that waiting for a page to load is the worst part about browsing the web on mobile meaning it’s vital your page loads promptly.


5. Mobile Optimisation


47% of global internet traffic comes through mobile meaning optimising websites for mobile users is a no-brainer.   We’ve already mentioned how page loading speeds affect mobile users, but there’s more too it than that.

Websites should be responsive to ensure whatever device used from desktop to mobile; the content is easily readable. It also offers a consistent experience across all platforms, increasing familiarity for the user and improving the user experience. Content should be scrollable instead of requiring a lot of page clicks as this isn’t as easy on mobile and frustrating.

Try to avoid using features unavailable to mobile such as flash; otherwise, mobile users won’t be invited to the party. Likewise, any videos used should be compatible with smart devices and images should be responsive.

Finally, avoid using popups as these can be infuriating for mobile users causing a new tab to open.


6. Search Engine Optimisation (SEO)


We could talk all day about why Search Engine Optimisation is going to benefit your website. Here are a few of the many important reasons to incorporate SEO into every aspect of your website.

  • Organic search is often the primary source of website traffic across all platforms.  Not many people scroll past the first page of Google, so that’s a huge reason to show in the top results. Being above your competitors is always going to be a good thing.
  • Good SEO ensures a positive customer experience. When a user lands on a webpage, they are expecting that page to relate to what they searched to get there. If the page purpose doesn’t align with search intent, then it’s likely the user will bounce quickly.
  • Local SEO means optimising in the areas you operate in. By tailoring content towards people in the local area, you get one step closer into interacting with customers and the transaction. It’s good practice to use your location where possible in places such as your contact us page, Google My Business, social media, local events and online directories. See how Primrose Care Home has a their website optimised for clients looking for a care home in Sunderland.
  • SEO can be cheap. Paying for clicks or referrals can quickly add up; especially if users aren’t buying things. Once you manage your SEO, it’s there for good and in theory, won’t keep increasing in cost. The better your SEO, the better your conversions will be.


7. Social Media Integration


Social media is almost on par with having a website. 3.4 Billion people are now on social media, giving you a huge target audience. The best things about social channels are that they are social. People use them specifically to keep up to date with your business, engage with you, or share your products or content, all of which increase awareness of your brand. It’s also an excellent opportunity to get on the same page as your customers interacting with people individually and hearing what they think.

Your website should link to your social profiles and vice versa. When something new appears on your site utilise social media to push that content your masses of followers. There’s even software available that can automate that process, for example, when you make a new blog post.


Final Thoughts


Incorporating these 7 factors will help your website succeed in the online domain. Where competitions is though and customers don’t hang around for long it’s never been more important to be ahead of the game.

Interested in implementing some of the techniques talked about to help ensure the success of your website online? Contact 16 today to see how we can help.

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