Would you enter a shop without any visible signs on the outside? Probably not, because you wouldn’t even know that it exists in the first place. That’s a shame. Maybe they are offering something you find valuable or what you are looking for? Days go by, and bankruptcy becomes a reality.
This disaster could have been avoided by simply putting a well-designed sign on one of the windows. Or by making many other changes just to let people know what’s inside. Nevertheless, people are still making the same mistakes.
You have probably heard such stories many times. And although the one above seems like it was ages ago, it happens nowadays too. Of course, instead of going to a traditional shop, you can go shopping online, and many services are being offered through the Internet. You don’t even have to leave the house to talk to a marketing specialist or to practice a foreign language with a native speaker.
Times have changed, but some rules are still the same. If you want to be found, let people find you. If you are a promising startup, you have to have a great website. It’s like a warm invitation to a conversation. And that’s where the relationship between you and your customers begins.
Elements of a great website
All right, let’s put the theory aside. What can you do – (not only) as a startup – to stand out from the crowd of thousands of other companies? What should your website look like to work like a magnet? I have prepared a list of a few things which are, in my opinion, crucial to achieving this goal.
Another boring website full of neverending blocks of bland text? Nah, it won’t work. Think like your potential customers, and try to write down a list of questions they may have. The content on your website should be based on the answers to them. But beware – don’t let it sound like a chapter from an encyclopedia. The language should be compelling, direct (but not too much) and easy to understand (forget about technical terms).
This point is connected with the previous one. If your message isn’t clear, visitors to your website will be confused. And it usually ends in the same way – they quit and never come back. Spend some time deciding what you want to communicate to the world. An experienced copywriter is the solution you are looking for – he or she will help you in clarifying your message, vision and values.
If the content and the message are ready, it’s time to dress them up with a design. Collaboration between a copywriter and a graphic designer in this matter can provide the best results, and it’s worth considering. Remember – don’t overuse fancy UI elements and unconventional vocabulary. The design should be consistent with the content and the message – clear and straightforward.
This is a vital part of creating a good user experience. A typical user expects to find the navigation at the top, and sometimes, additionally at the bottom of the website. Intuitive navigation means not only an accessible menu with as few elements as possible but also the ability to move between specific pages easily.
Don’t confuse the user – label buttons, links and sections with descriptive titles, i.e. Meet Our Team, Contact Us, Read More, Back.
Well-defined goals and objectives
This concerns not only landing pages but other websites too. Identify the goals and objectives you want to accomplish by launching the website, and measure them to check if you have met them or what you can improve or change to do so.
Your goals and objective should be set by using SMART criteria, which means that they should be specific, measurable, attainable, relevant and time-bound.
Example of a SMART goal: increase the number of visits by 100% by the end of the year.
Mobile-friendliness and speed
This should be obvious, right? But obvious things are easy to forget. Make sure that, regardless of the device – whether it is a Nokia 3310 or the newest iMac – the website will be responsive. Responsiveness means the ability to adapt to screen size while still looking great.
As statistics say, the website should be faster than a red Ferrari – it should load within two or three seconds. The longer it takes, the more likely it is that the visitor will leave the website before it fully loads.
Consider hiring a web design agency
Hiring a web design agency can save you a lot of trouble. Instead of buying a fancy WordPress template and trying to adapt it to your needs, you can give the agency a free hand by trusting their skills and references.
Of course, you can still decide to do it on your own, but ask yourself: is it a good idea? In anticipation of your next doubt – it mustn’t cost a fortune. Start with something similar to a landing page and expand on it in the future.
Don’t hide in the darkness, because no one will see you. Treat your website as one of the best investments you can ever make, not as an unnecessary cost. Don’t stop your efforts to improve it after launch. Grow. Attract more and more customers. Aim to be a unicorn.
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