Assessing Your Website’s Functionality
According to Venngage, 40% of marketers predict that between 51% and 80% of businesses will heavily rely on visual content into 2021.
That means today’s consumer needs to be visually enticed, and your website is typically one of the very first impressions a prospective client gets of your business. It’s where they decide if they can trust you and whether or not your business is credible.
While design is important, it’s equally (if not more) important to assess your website’s functionality. First, make sure your website is mobile-friendly and has a responsive design. This means that your website adjusts its aspect ratio and rearranges according to the device that the user is on. Think laptop versus smartphone versus tablet.
Consider these questions:
- How old is your website? If it’s more than 5 years old, it’s probably time for an update!
- Where is your company’s contact info? If it’s not easy to find, you’re making it hard for your customer to communicate with you.
- How quickly do your pages load? If it takes more than 3 seconds to load the content on your page, you may be losing prospects.
- Have you researched keywords for copy and search and installed Google Analytics? These tools provide data that assists with tailoring your content specific to customer needs.
- Do you have a favicon? It’s a branded bookmark (that is small, but noteworthy) and helps users identify your website when they have multiple tabs open.
Your website’s images coupled with its layout determine visitors’ first impression of your brand, and it’s a major factor in their decision to leave the site or convert to a paying customer. The content on your pages should be easy to understand and have a human element. Remember: authenticity is key. One way to achieve this is by using professional photos instead of stock images. Another way is to leave room (that is, have more white space) in your web page designs. This makes it easier on your readers. Lastly, consider removing fluffy, extraneous copy.
How you position and present your website’s content only enhances its design and functionality. Here are a few key points to review as you update the content on your website:
- Do you have at least three testimonials? This adds to the credibility of your product or service.
- Are there less than three paragraphs on the About Us page that describe what your business does? Remember, most users get overwhelmed by too many words. Keep it simple.
- Has all of the copy been professionally edited? Believe it or not, spelling and grammar mistakes make a difference in how your brand is received.
- Do you have your social feeds on your website and open external links in new windows? This enhances your searchability and introduces users to new content.
