Part of the fun of working for a great agency is being encouraged to think. Here are some of the things we’re thinking about.

Better Website, Better Business

December 20, 2016 the Bradford Group

website designWhen it comes to website design, it only takes about two-tenths of a second for someone to develop a first impression. Two-tenths? It doesn’t seem like much, but that’s all the time a visitor needs to quickly determine if your site is worth browsing. We recently redesigned our website here at the Bradford Group, so I thought I’d take a look at what makes a great website, well, great! For starters, let’s talk about that first impression.

There’s no going back

Once a visitor has seen your website and subconsciously formed an opinion, you can’t do much to change her mind either way. Ninety-four percent of first impressions are based on a website’s design, so before someone even reads the text on your site, an impression has already been made. What’s worse—if your site takes longer than three seconds to load, visitors are likely to exit before it even appears.

Designing your website with a consistent color scheme and font choices will help make it visually appealing to both new and returning visitors. By allowing room for white space and keeping your site free of clutter, first-time visitors will have a strong impression of your company from the start.

Give them what they’re looking for

One of the most frustrating web experiences can be trying to find a company’s basic information and not being able to locate it online. According to KoMarketing, the most important website elements visitors want to see, in order, are 1.) products and services, 2.) contact information and 3.) company information. If your site lacks any of these elements, or if they’re difficult to locate, consider adding or rearranging them.

It’s also important to develop a strong navigation system within your website, including a comprehensive navigation bar and search box. This allows users to immediately find the information they’re looking for without delay.

If visitors find your website to be unorganized or difficult to use, 88 percent say they’re unlikely to return to the site. – InvisionApp

Create the best possible user experience

User experience (UX) is a hot topic in web design as marketers have realized its impact on driving sales and conversions. UX design encompasses a host of different elements but essentially seeks to “improve customer satisfaction and loyalty through the utility, ease of use, and pleasure provided in the interaction with a product [or website]” (User Testing).

As mobile internet usage has increasingly become the norm, smartphone and tablet users expect websites to be optimized for mobile use. In fact, 79 percent of mobile users will abandon a site if it’s not optimized for their mobile devices. Businesses that fail to incorporate mobile optimization into their websites hurt their chances of reaching the vast mobile audience, so be sure your company isn’t one of them.

UX design is expected to be the number one brand differentiator over products and prices in 2020, so designing your website around this idea today is one of the best ways you can stay ahead of the competition.

Have you seen any well-designed websites recently? Tell us what you liked most about them!

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