Nowadays, most business happens online. Many of us will head to the internet to find a product and/or service, spending hours if not days or weeks deciding which business gets our time and money. Therefore, the best way to appeal to potential clients and customers is to have a reliable, well-functioning, and informative website that embodies your brand.
Sadly, many businesses cut corners when it comes to their website. They may neglect proper SEO practices, have poor design elements, or slow loading times. All of these qualities can not only cost you sales but can also create a brand image that makes your company look like it does not value its customers.
Whether you once had an optimized website and it’s been a few years since your last revamp or your website has never met the current standards, a new year is a perfect time to revive your website. Here’s everything you need to know about building a new website in 2021.
1. Tell Your Company’s Story
There’s a reason why you started your business, and while the main one may be because you wanted to make money and be your own boss, you can easily evoke a story that will resonate with your clients and customers.
Think about the conception of your business. Perhaps your great-great-grandfather started the business during a trying time, and the business has been handed down to future generations. If so, this is a unique selling point and one that could persuade a person to choose your company over a more corporate household name.
When it comes to storytelling, you will want to take your audience on the journey of how you got to where it is you are today. While it may sound unusual, you should consider turning to successful films for inspiration. Films usually use the same storytelling techniques of introducing the hero, highlighting an issue, escalating the issue, finding a solution, the solution failing, until finally, the problem is resolved, and they live happily ever after.
2. Minimalistic Design is Still Preferred
Many businesses turned to minimalistic web design a few years ago and haven’t looked back since due to its success with consumers. The general public tends to prefer a website with a minimalistic design because it is easy-to-navigate, more aesthetically pleasing, and is less likely to seem outdated. More people are likely to stay on your website if you have a minimalistic web design than if you have a cluttered website that still focuses on maximalism.
Common characteristics of minimal web design include:
- Use of a monochromatic color palette (or sticking to two or three neutral colors such as a pastel pink and white or mint green and black)
- Limited features (such as images, graphics, menu items, etc.)
- Emphasis on clean and large typography
- Limited copy (and copy kept in concise segments)
- Use of negative space
- Grid layout
A minimalist design does not have to be limiting. In fact, it is a powerful design tool that when used properly can maximize your brand and make your website much more noticeable.
3. Have Clear Calls to Action (CTAs)
Your website should have a clear purpose. After all, it is there to persuade consumers to complete an action. But before you try to plan out a pathway for them to take, you need to determine your website’s goal. For instance, do you want visitors to subscribe to your newsletter? Or do you want them to head to your product page and check out the items placed in their cart? Whatever the case, you cannot expect your visitors to guess where they should go. This will only lead to customer frustration which will, most likely, lead them to click off your website and head to a competitor instead.
Fix this by ensuring your call to action is clear and concise. You can add your CTAs to your main navigation or even have a clear button to click in the center of your homepage. This CTA could be as simple as “Subscribe to Our Newsletter” or “Our Services,” which then leads them to a separate web page for them to continue on.
Ensure your CTAs are visible. This may mean having the text box change color when a mouse is hovering over it or ensure the text is a different color or font style. Simple changes in design can be enough to highlight that an action is required if the visitor wishes to continue on your website.
4. Refresh all Web Copy
Updating your website’s copy is a major task to undergo, however, it is a very necessary one if you wish to boost your website’s SEO. First, you will want to create a content strategy so that you know what web pages you wish to keep and the purpose of the copy for each web page. Remember, your copy needs to add value, so having in-depth product descriptions on your ‘About Us’ page is not going to serve a purpose. In fact, it will only hinder your website’s success.
Good web copy is:
- To the point
- Easily digestible
- Segmented clearly with H1, H2, and H3 formatting
- Optimized with targeted keywords
All web pages should internally link to other web pages, as well as include relevant and targeted keywords. You will also want to ensure you keep the brand’s tone of voice consistent throughout the website. The best way to tick all the boxes on such a large checklist is to enlist the help of a professional copywriter who understands SEO.
Overall, new copy will usually result in better rankings in search engines if executed properly.
Refreshing your website is an essential part of your overall business plan. You need to ensure that your website is not outdated or lacking in SEO if you are to compete and keep visitors on your site. Remember, a well-functioning and intuitive website with an easy on the eyes design can be enough to increase conversion rates. Make sure your website is up to standard in 2021.