Think of your website as a storefront: the facade that every person who walks past will see. As a consumer, would you be more inclined to browse a shop that is dated, worn out, and unappealing or one that is fresh, easy to identify, and clearly shows what they can expect when they walk through the door?
Your potential customers feel the same way and that's why it's crucial for you to have a kickass website that will convert those passersby into loyal customers. And while it can feel unnerving to consider changing up your website, in today's ever-evolving technological world, it's simply a necessary evil to stay updated and relevant in your online presence.
Get Over the Fear of Change
If you are afraid of change, you're not alone. Research shows that 62 percent of people are afraid to step outside of their comfort zones and rarely - if ever - do. But when it comes to running your business, it's imperative that you embrace change and understand the necessity of staying relevant.
The point of having a website is to convert visitors into customers so understanding who your target audience is, is paramount to determining what their journey looks like and how you can optimize your site to increase your conversion rate.
If you're still uncertain of whether or not you want to undertake a revamping of your website, consider these stats:
Clearly, keeping your website updated and relevant is key to a successful site. Once you go ahead and bite the bullet, here are some strategies you can incorporate into making a website that represents you, your brand, and your products/services and brings in conversions.
Key Elements Of Website [Re]design
Whether you're making a new site or updating your existing one, these elements should be included in any modern website design.
Dimensions
It was once believed the world was flat and the internet started flat, too. That is: 2-dimensional design that has become outdated. Today's websites are colorful and offer more dimensional illustrations and logos. Consider the rise in 3-D printing and you can see how adding dimensions - whether shadows, animation, or illustrations - appeals to today's consumers.
Typography
Your font is important. According to experts, it should be consistent throughout your website but not all fonts work. Although visuals are important to a website design, using large fonts that make a point above the fold is an effective way to ensure your landing page loads quicker than with a large file sized image.
Hamburger Menus
The days of multiple menu items are gone, replaced by the simple hamburger menu. Just as with the magnifying glass being an icon for "search," people see the hamburger menu and know what it is. This style of menu is particularly helpful with making mobile websites more user friendly and attractive.
Video
Video is fast becoming the preferred method of marketing and for many good reasons.
- The majority of organizations (83 percent) report that video marketing is becoming more important in their marketing efforts and over half (59 percent) reported that video converts better than other forms of content.
- Research shows that shoppers who viewed video were 174 percent more likely to purchase than those who did not.
- Enjoyment of video ads increases purchase intent by 97 percent and brand association by 139 percent, according to research.
There are slew of reasons why incorporating video in your website is an effective marketing and conversion tool and it's the top trend in social media marketing today.
Multi-Device Functionality
According to the U.S. Census Bureau, mobile internet access has increased dramatically and more people are accessing the internet with tablets than with desktop PCs. This means a modern website will work across all devices and appear consistent regardless of how your potential customers access your products or services.
Not Everything In A Kickass Website is For Your Customers
A kickass website doesn't just cater to the needs of your customers; it also provides you with valuable insights that allow you to continue to update, upgrade, change, and remove aspects based on analytics and A/B testing. It's no secret that former President Barack Obama was able to raise an additional $60 million during his campaign utilizing A/B testing.
There are other tools that help you fine-tune your website to maximize user experience (UX) and adapt your site to suit those who visit.
From customer surveys to reminders and chatbots, incorporating things that provide the kind of customer support and interaction that today's consumers need is a matter of necessity.
- A 2018 Gladly survey of 935 adults found that customers want to be treated like individuals and they want consistent results when it comes to customer service. Specifically:
- 68 percent of customers will return (and be willing to pay more) to companies with whom they have received great customer service.
- 80 percent will share their experience with friends and family and 40 percent will share the story on social media.
- The majority of respondents want multiple channels of communication so they can use whichever method is most convenient for them.
This means integrating tools that increase customer engagement and satisfaction is vital to not only attracting, but keeping your customers and a large part of this is actually never seen by the customer. These are tools that an experienced marketing professional and website developer can integrate into your site that ensures your potential (and current) customers are getting the UX they need.
No website is the same - just as no organization is the same - so while following existing trends may leave you feeling like you're just a copycat, the fact is there is a reason why things become trends: They work.
But what works for one organization may not work for another. That's why it is important to talk with an expert who can help you determine what kinds of upgrades would best suit your goals. Contact us today and let's get started building (or rebuilding) your kickass website.
