Simple Website Guides for Small Businesses Owners : Marketer’s Perspective

The Must Have for A Five Page Site

Imagine this, and you have contracted a developer to design and create your business website. They have delivered with all your specifications met. You are happy with it, but unfortunately, it does not seem to get the proper traction, and your bounce rate is high. What could be the problem?

NB: Bounce rate means that a user visited your landing page and left without browsing your website any further. They ‘bounced’ away.

First impressions matter for every website. Research shows that 2.6 seconds is all it takes for users to make the first conscious impression of a website. 94% of what makes a good website is its content, visuals and design. 57% of consumers say they won’t recommend a poorly designed website.

How then do you know what works for the consumer? Does your design work only for you? Could this be the reason you’re not attaining your desired traction for your site?

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Here are some of the things every marketer will consider to determine the effectiveness of a website:

1. Branding

According to the Cambridge dictionary, branding gives a company a particular design or symbol to advertise products and services. Branding is what represents you to your audience even before speaking. 

These designs and symbols include logos, colours and even fonts used. However, branding has evolved and goes beyond the above mentioned. Branding sets you apart from your competitors; it reflects your core values, strengths, culture and how you want your audience to perceive you. 

When what you communicate and what the audience perceives match, you’ve nailed it! Give yourself a tap on the back for that.

Ensure your website has the correct logo, colours, fonts that communicate what you stand for.


2. Visually Appealing/Visual Content

Unless you’re a research company or something related to that, keep your information short and sweet. Explore the use of videos and appealing images, infographics etc. Include stats. 

Take caution of the number of visual content you upload on your site. More often than not, websites with such content have a longer loading time, raising the site’s bouncing rate. 

When people hear information, they’re likely to remember only 10% of that information three days later. However, if a relevant image is paired with the same information, people retained 65% of the information three days later. (Brain Rules)


3. User Experience

As a marketer, it is already a handful to get a user to view your products and services. The least one can ensure that it’s easy navigation from one page to another when a user visits your site. Ensure your users do not get lost while at your Website; otherwise, they’ll bounce. The goal is to have them comprehend what you’re communicating.

When designing the site, have your targeted audience in mind. Create a buyer persona 

Are they tech-savvy? Are they readers? etc


4. Call to Action(CTA)

After a user has gone through your site and like what they see, the chances are high that they will want to know the next cause of action. CTAs will help you convert a user to a lead for follow-up by the sales team by directing them on the specific action they should take. Examples include Get more, Sign up, Get started, Subscribe, Get in Touch, Download etc.


5. Fast

Is your website fast enough? Most users, especially first time users, have very little patience when they are on sites. Having several competitors ensures you have catchy landing pages that load up fast. 


6. Easy to read content

Cut out the jargon and ensure your content is easy to read to your targeted audience. Make it relatable and relevant. It would be awkward to find medical researches on a pet store. Right?


7. Contact details

A must-have for every website. Make it visible on all pages in one way or the other. You can place it at the header/footer.


8. Pricing

A both good and bad, but depending on your target audience, consider including prices on your site—

  • Pro – Easier decision making for the customer. You only get serious leads.
  • Con – some potentially good customers may shy away from the price at first glance without getting more information, especially if your prices are higher than your competitors.

In conclusion, make it your goal to ensure tour visitors enjoy and share your content. Share links and the more traffic you get to your site, the higher the search ranking.

Be sure to watch our conversation on web development for further insight here:

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