The main purpose of a website is to attract visitors, but mainly visitors who are ready and motivated to avail themselves of the products and services that the business is offering. Sometimes something gets lost in translation, and a website finds itself scoring highly for visitors who have no intention of making a purchase or who are unwilling or, worse still, unable to.
Even the Big Guys Can Get It Wrong
Marks & Spencer launched its new website last year to critical acclaim and attracted plenty of visitors. Unfortunately for M&S, as the Guardian was quick to report, online sales actually fell by 8% as a direct result of the new site, which was difficult to navigate and prone to crashing.
Identify Your Target Audience
It’s no good designing a website that appeals to you or to your web designer but not to your customer. You need to have a very clear picture in your mind of the person you are aiming at. Is your ideal customer young or old? Male or female? Only by understanding who you are designing your site for can you ensure that you attract the right sort of visitors.
Once you’ve attracted your visitors to your website, it’s vital that you keep their attention long enough to stay around and make a purchase. Forbes suggests offering them interesting content. This will also attract the attention of the search engines, which love regularly updated sites, thus ensuring even more prospective customers will be attracted to your site.
Everyone loves a freebie, and Rycoweb Newry web designers offer a handy free download on their web design page entitled ‘Creating Content to Maximise Website Enquiries’. In addition to providing great web design in Newry, the company understands the importance that search engines place on timely and relevant content, and they’re happy to pass on tips to visitors to their site.
Don’t forget to have a very clear call to action. It’s astonishing the number of websites which fail to include this most important element of web design, when it should be one of the most prominent features. Making your customers work to find out how to make a purchase is a basic error, and one which will cost you dearly in the long run.