Keep it Simple When Designing a Website
Here is an internet truth: a typical visitor to your website will not read the entire contents of your web pages. Use of mobile devices has lowered the average attention span to only 8 seconds, so no matter how much useful information you put onto a web page, the visitor will probably spend only a few seconds skimming it before he/she decides to stay or to leave. You want them to stay, so here are three tips to designing a website that will help keep the visitor on your site.
- Present easily-read content
Create what is known as “snackable” content. Present information in short paragraphs that have a one-sentence descriptive headline or description. Research has shown that the visitor’s eyes are drawn to “chunks” of information, so deliver the content in small bites that will draw the visitor’s eyes when they skim your webpage. The website design method called “card-based design” is a popular method for doing this. A “card” is usually a small graphic or photograph that depicts an action you want the visitor to take along with one sentence of information to complement the photo. With one glance the user can get the message and make a decision as to what to do next. The Howard Company, a B2B restaurant marketing company, is a good example of how to use card layout on a website.
- Incorporate sales funnels into the design
Each page on your site should be part of a sales funnel so that the visitor can be led through the buyer’s journey no matter where they enter your website. When you are designing a website, consider what you want your visitor to do while they are on a particular page. Design in two calls-to-action on that page in order to lead the visitor toward the ultimate goal of conversion; whether that is downloading a white paper, signing up for a newsletter, or buying a product.
- Design the site to achieve your objective first
Whenever you are designing a website, always keep the primary objective in mind: the website’s purpose is to sell your products or services. It is very easy to get caught up in the visual design of the site and forget about the end result you want to accomplish. Do not let that happen. Long before you start considering visual design ideas, write down the objective of the site and then draw out the website as a flow chart that outlines the visitor’s journey through the site. This will give you an idea of the types of visuals, content and calls-to-action that are needed to lead them forward to conversion.
In short, designing a website requires careful thinking and planning. Invest the time to design your website properly in order to achieve your business goals.
If you would like to learn more, download KEO Marketing’s free Marketer’s Guide titled “5 Strategic Approaches to Website Design and Development for Increased Conversions.“
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With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.