Is your website not performing as well as you’d like it to? Are you looking to bring more views to your site and increase conversions? In this blog, our team will shine a light on areas you need to be focusing on to ensure your website is high-performing. We will sidestep the agency jargon to bring you the knowledge you need to take a positive leap forward. So, let’s cut to the chase…
There are 3 key areas we believe creates a high-performing website, these are:
- User interface
- User experience
- Content
User Interface
Put simply, User Interface is the point where the user and computer system interact.
We all know first impressions count, it is proven that humans make snap judgements. It takes only 1/10th of a second to form a first impression about a person according to The Association for Psychological Science. If this applies physically, it applies to the digital world too.
User Interface Considerations
To improve your User Interface, you should consider if the following elements relate to your target audience:
- Branding- Does our brand present our company personality and is it relatable to our target audience?
- Visual Design- Is our aesthetic desirable and does it include typography, images and colours that will attract our dream customers?
- Interactive Design- Is our website accessible making it easy for our users to achieve their desired goal?
- Brand Colours- Are our colours easily recognisable and different from competitors?
- Micro Animation- Have we got features that encourage interaction with our site and enhance the experience?
- Imagery- Is our imagery a reflection of our business and does it create a good first impression?
If there’s a question mark hanging over you, it may be time for a refresh.
Here’s an example of our client’s brand refresh: Granted Consultancy.
User Experience
As it says on the tin, User Experience is all about the overall experience of using your website.
This kind of experience is all about fulfilling the user’s needs to in turn increase your conversions. Some quick questions you could consider are:
- How easily can the user find what they’re looking for?
- How quickly do our website pages load?
- Is our call to action relevant?
A positive experience will unlock brand loyalty and advocacy meaning the user will continue to use your site and also tell their friends about their experience. However, to play devil’s advocate, this will also happen if it’s a negative encounter.
User experience is also beneficial for SEO. If Google can see users are staying and engaging with the site it is more likely to promote it in the Search Engine Results Page (SERP) which could be a good opportunity to beat your competitor’s SERP ranking.
User Experience Considerations
Elements you will need to consider when assessing your website User Experience include:
- Information architecture- Does the structure of your site make navigation easier or have you got too many pages making it difficult for the user to find what they’re looking for?
- User Journey- What is the user journey on the website, and how can we make it as intuitive and easy to follow as possible?
- Accessibility- How can we ensure that the website is accessible to all users, including those with disabilities?
- Credible- How can we establish the website’s credibility and ensure that users trust the information presented on it?
- Call to Action- What are the primary calls to action we want users to take on the website, and how can we make them prominent and easy to find?
- Functionality- How can we ensure that the website’s functionality meets users’ needs and expectations?
- Content Hierarchy- How can we organise the website’s content hierarchy to ensure that users can easily find the information they need?
If you’ve noticed a reduction in your website conversions exploring your User Experience could be a transformational solution. Take a look at a recent client website development project: Port Regis.
Content
In recent years the need for companies to generate content has skyrocketed. Content creation is the process of generating topical ideas that appeal to your desired clients or buyers. This includes creating written or visual content around those ideas to make information accessible to your audience. Blogs, videos, infographics, and more are all examples of content formats to display information.
How does content generation relate to a high-performing website?- We hear you ask. Well, without getting too technical, when you type a question into Google and hit enter it scours its database to find all relevant information including the keywords in your search. The more content you have that meets the exact needs of users, the higher you will rank in Google and the more likely it is that your buyer will choose your site. Therefore beating your competition, increasing the performance of your site and hopefully your conversions too.
Content Considerations
The content you should consider to boost the performance of your website could include:
- Blogs- Are we using a tone of voice that is suitable for our target audience?
- Video- Are our videos easy to understand and do they provide benefit to the viewer?
- Landing Pages- Is the content relevant and does it encourage conversions?
- Case Studies- Do we have enough representation and social proof of our work?
- Photography- Do our pictures reflect our brand appropriately? Can the user understand our personality through our imagery?
If you’re not happy with how your website is ranking in a Google search we would recommend injecting some life into your content generation. Take a look at how we supported LivLife.
The Round-up
So there you have it, our triple threat to a high-performing website- User Interface, User Experience and Content.
If you’re left scratching your head you’re not alone. Talk with our team today if you’re ready to explore solutions that will improve the performance of your website.