What makes a good website?

We believe that every business needs an online presence, even if its just a simple one page website displaying what you do and how to get in contact. 89% of people research online before they make a purchase so this just shows that in order to beat your competitors and gain new business then having a website or online presence should greatly increase your chances of being found. But what makes a great website?

Clear and easy navigation

Make sure your website is easy to navigate. If a visitor can’t find what they are looking for or your website navigation is too confusing then they’ll leave your website and go on to the next one. Whereas if you provide quick and simple navigation that allows visitors to easily find the important information that they’re looking for then you’re more likely to gain their business.

Well-structured text content

Text content should be split into manageable chunks rather than masses of information because this is easier to read and allows visitors to pick out the information that they are interested in. Images, videos, presentations, quotes and other visual content can be used to split the content up and provide a more appealing layout.

Write in the viewpoint of your customer

Any content that you use within your website should be triple checked to remove bad spelling and bad grammar because this looks unprofessional and may give a bad impression of your business. When creating this content you should write in the viewpoint of your target audience (because the target audience won’t necessarily be yourself!). This ensures that the information is relevant to the target audience, it’s understandable and it explains all the information that they would most likely be looking for.

Consistent with existing branding

If you have any existing brand guidelines then your website should represent them. By making your brand consistent across all materials, your business is more likely to be recognised and viewed as trustworthy.

Show the purpose clearly

The purpose of your website and your business should be clear on every page. If you have a business name that states what you do then this makes it easier. However, whatever the name of your business you should make sure the information on services is easily accessible. When someone gets to any page on your website, they should be able to see clearly what you do and what services you can provide to them.

Monitor and test your website

Make sure to test your website before it’s set live to ensure all links work and go to the intended location. Test the navigation and re-read text content to make sure everything is correct. Getting someone who’s external to the business to look at the website is often helpful to see what they think the purpose of the business is just by looking at the website and to see if all links work as they should. Usertesting.com is a good tool as it provides videos of real people analysing your website. Google Analytics should also be used as an on-going tool to check what pages need to be improved.

Summary:

– Clear and easy navigation
– Well-structured content that is simple to read and easy to understand
– Write for your customer, not for yourself
– Consistent with your existing branding
– Show the website / business’ purpose clearly so visitors understand what you offer straight away
– Monitor and test your website to ensure everything works as it should