When you think about it, a company’s website is like a digitised store front, and while businesses pride themselves on the physical presence of their brand, they often neglect their digital space. Offering web design in Australia, we’re always working with companies to improve their digital presence. We’ve outlined three critical points for web designers to focus on for business presentation.
Emphasis on Delivering Value
It’s easy to look at a physical space for a business (like an office or a shopfront) and make a judgement about that organisation. Is the office space messy and unorganised, or are the products merchandised in a less-than-appealing manner? Well, you’re probably not going to engage with that business, are you?
It’s the same with your digital space. People look for this short-hand approach all the time, making snap judgements based on the visual appeal. One of the most important parts of it is that these user-facing platforms are basically the way your customers assign your brand value.
If you don’t address this fact from the start, you’ll struggle to recover.
Focus on your unique selling proposition and have that front and centre. Give users the reason to choose you. Furthermore, ensure that the design and layout and the style of the website match your brand’s persona. It doesn’t matter if you are hip and trendy, or modern and professional, this attitude needs to be the through line on all customer-facing branding.
Emphasis on Streamlined Display
In the real world, some businesses thrive on being cluttered and in-your-face. Regardless, web design doesn’t quite work in the same fashion. While you can indeed offer a wealth of information to your customers, potentially more than they might need or even be able to consume, you need to present it as streamlined as possible.
The minimalistic, simplified website is definitely in vogue for 2017, and regardless of your business attitudes, you need to respect this, or users will check out. Primary navigation at the top, secondary at the bottom, crystal clear menus and easy-to-engage-with call-to-actions are all critical for appropriate web design regardless of your business.
No one is saying you can’t show off your products or various services. In fact, you still need to present all relevant information on your website, just like in your physical space, but do it in a way that respects the users’ preferences for sleeky, dynamic web design, not something too cluttered and cramped to engage with.
Emphasis on Engagement
Engaging with customers in the real world is easy. Any number of sales assistants, account managers or even receptionists can greet and engage with users, whether they are motivated or not. Unfortunately, the same can’t be said for the digital space. It’s like having a shop with no staff inside. Everything has to be available for easy understanding and engagement without the help of an employee. If users need help, or better yet they want to buy something, how can you deliver that?
Call-to-actions are elements on the page that drive customers to engage with you. Is your phone number visible across all areas of your website? What about a contact us form? And please tell me customers can find all relevant information about products and services.
You need to consistently work to optimise the website to match your users’ behaviour. If they follow particular pathways through the site on a consistent basis, encourage more people to do the same. Use your call-to-actions to drive and generate engagement for maximum success.
Work with Expert Web Designers
Web design in Australia is a combination of style and structure, and a good designer is fully capable of understanding user intent and brand nuances to deliver the perfect website for your business.