What are the best ways to increase website conversions for small and medium sized businesses? Is your website bringing in the results you expect?
Owning a website sounds simple until you’re in the thick of it and realize that there are so many parts of the process you might have never considered. Maintenance is one of them. For example, if you own a WordPress website, it should be monitored for theme and software updates, search engine indexing alerts, and plug-in updates.
You need a dependable hosting service, backups and 24/7 security monitoring, as well as yearly domain renewals and server renewals. On top of this, you want people to know that your business is online, so you look for ways to promote it in search engines and social marketing sites and apps like Instagram.
Every website has to meet performance standards for mobile search and mobile devices. Not doing so is noticed by search engines, whose search algorithms rank the best search results for searchers.
This is where the disconnect is often noticed.
Once someone chooses to click a search result or a link from a social site, they expect to be rewarded with exactly what was promised to them.
Why do so many websites fail to meet visitor expectations?
One of the reasons is that we don’t understand who is coming. Another reason is that our website is not designed to guide them to what they came for. There are many reasons and fortunately, people who research how we use websites. We can learn from their discoveries.
Gather Up Your Requirements First
The most important place to start when considering a website, or redesigning an existing one, is to evaluate what you want it to do.
For example, do you want a website that sells products or services? Provides information? Subscriptions? Appointment scheduling? Bill payments? Is it an online community? A mobile app? Will it generate revenue? How?
Next, consider who the website is for.
Is it for your local area? How well do you know your area? Is there a specific culture? Age? Education? Employment?
These might sound like unusual questions but if you wish to sell services in an area where people have a fixed income, or you provide products that are not in demand in your area, your website may not perform as you would like. It is similar to when a shop opens up in town and it is not a good fit for the area, and they go out of business.
If you expect your website to reach a national or even global target market, it becomes even more important to know your prospective visitors because your website will need to convince them that you have something of value for them.
Design for Conversions is Design for People
There are a few tricks of course. We have been watching how people use websites for over twenty years and gathering interesting data. In fact, there are studies on human computer behavior, persuasive design and neuroscience research that eventually became the foundation for website design standards.
We also design for inclusion. This simply means that a website is built so that everyone, regardless of any disability or impairment, whether permanent or temporary, can use the website from any computer device, including screen readers or text to speech applications.
The more user friendly and accessible your website is designed; the more people can use it with ease. This is why professional web design is critical to your online success. A cookie cutter approach will not do because it is not unique to your specific business requirements.
Here are quick and easy tips to start with.
And finally, invest in skilled web designers who have your best interests in mind. It is their job to take the worry out of the process of owning a website, so that you can focus on your business.