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Digital marketing is a must for small businesses to expand their reach and grow their market. This includes a strong social media presence, marketing strategy, and website. You know the importance of a digital footprint, but not all businesses take the time to build and maintain a top-notch user experience. Website user experience strongly affects how your business appears to customers. It’s the impression your audience will get of working with you, so it deserves your attention.
Here are three best practices that can help your website user experience:
Know Your Audience
A website must resonate with its target audience to turn visitors into customers. When designing your website, did you map the experience through your customers’ perspective or your own? You know your brand, but your website must immediately communicate your value proposition (what you offer) to customers. Navigate the site as if you’ve never seen it before. Is it easy to use? What could be confusing or missed? What would a customer need? Take a hard look, challenge your assumptions, and be as objective as possible. Make a habit of asking others to review the site including employees, customers, friends, and family. They may have suggestions that you miss.
Another option to consider is to incorporate a forum on your website. Forums are a safe space for your customers to interact with one another (and you). Customers can share their reviews of your business, along with their concerns and suggestions. The more you listen directly to your target audience and adjust based on their feedback, the better.
Emphasize Visual Hierarchies
Visual hierarchies provide a flow to the user’s experience and help viewers understand where they should focus. Consider what you want your customer to see or do first and make it clear. Highlight essential website elements such as a “Buy Now” button.
Eyes go to the header and homepage content above the fold first. Placement and sizing of elements matter–the larger the object, the more it will attract attention. Contrasting colors are also powerful to direct user attention.
Visual hierarchy encourages longer website engagement, while impactful calls-to-action drive outcomes and sales. Defining your website goals will help you determine appropriate hierarchy and calls-to-action. For example, if you’re running a short-term promotion, remember to highlight it on your site. Or grow your email list by driving action with a pop-up offering freebies.
Keep It Simple & Consistent
In our digital world, your website becomes your sales agent and storefront between your clients and you. Be straightforward to avoid confusion. It is better to over-deliver on a simple, clear offer than to exaggerate or mislead. Be consistent by:
- Being intentional with written tone throughout the pages;
- Using similar style icons and imagery and;
- Always keeping in mind your overarching goals and how they affect your customer.
Use audience knowledge, visual hierarchy, consistency, and conventional website elements to serve your customer. While you focus on aesthetics, don’t forget your website’s security and technical capability.
You have endless options to help your business stand out online. Take time to know your customers, and then consider how you can build a website that best suits them. Remember, your website and its user experience sell what you have to offer–so put your best foot forward.
