website design and development

6 simple steps to make sure your website is fit for purpose

Are you thinking about updating your website? If you’ve grown tired of your website design, or you’re just not seeing the web traffic you’d hoped for, it might be time to reassess whether your website is working for you. We’ve put together six key questions you need to ask when it comes to evaluating your website.

1. What is your website for?

There’s no doubt you need a website; it’s 2021, if your customers can’t find you online, you don’t exist. Having an online presence is key to establishing trust and legitimacy with your customers and partners, but what do you want your website to achieve?

Whether it’s generating leads, encouraging downloads or providing information, make sure your website design is built to fulfil your objectives.

2. Is it easy to navigate?

This might seem obvious, but if your target audience can’t find what they’re looking for, your website design isn’t fit for purpose. It’s really tempting to put as much information in your header as possible, but if your navigation is too complicated, you can guarantee your customer will look elsewhere to find that information.

Don’t make your users fish through hundreds of pages before they get to the right information. Your website should make the customer journey easier – not harder.

3. Are you considering your customer?

Try to approach your website like an uninformed consumer or user – do they know what these industry terms mean? Are they going to search through several drop-down menus to find the right page? Is it easy for them to contact/purchase/download?

If you have different target audiences, creating audience personas will help you understand what those people have in common and how to capture their attention as individuals. This could be as simple as including ‘buy’ and ‘sell’ pathways in your estate agents’ website.

Considering accessibility is also an essential part of your website. Make sure your copy is easy to read and consider that some people may need to use a text-to-speech reader while using your website. If you’re designing a website for public sector, such as a local authority, there are accessibility guidelines that you should follow.

4. Is it optimised?

When we talk about our ‘fully-optimised’ websites, we basically mean that the website design works across all platforms. It means the website functions properly on desktop, mobile and other devices without compromising on design.

Over 50% of web traffic comes from mobile users, so responsive, optimised website design is key to keeping your customers engaged. If you access your website on your mobile, make sure all your links are available, your images are resized and the copy is easy to read. A poor mobile experience can lose you up to 90% of customers.

5. Does it reflect your brand?

It’s not enough for your website to look good. Your website design can be slick, stylish and modern but does it look like it belongs to your business? Your website should be a reflection of your company in the way that it looks and functions – considering your audience every step of the way.

For example, fun graphic elements and a causal tone might work if you’re a designing a community advice website for teenagers and young adults, but does it work for your corporate law firm? Can people recognise your business brand in this website? Everything, down to the colour palette, imagery and tone of voice, is a part of your overall brand image – make sure your website reflects that.

6. Can people find it?

You’ve done it – your website is looking brilliant, the information is a doddle to find and your call-to-actions are in all the right places. So, why is your traffic so low? A great website is useless if no one can find it.

This is where SEO comes in handy. Search engine optimisation makes sure that when people search for your service/product/business/location, your website is right there in front of them. Think about what your customers are searching for and include those keywords in your copy, meta descriptions and more. You can learn more about SEO here.

Don’t forget to link back to your website from social media, emails and other marketing tools to ensure people know where to find you.

So, now what? If you think your website needs a few tweaks or a fresh new start, our super team of web designers and developers would love to hear from you. You can fill out our enquiry form or get in touch directly on 01782 644 456

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