It doesn’t matter how beautiful or how expensive your website is, how professional your images are or who created your videos. If your website is lacking certain functionality or essential elements, your customers are going to get frustrated quickly and head for the nearest exit.
Website users have pretty high expectations in terms of functionality, instant gratification and responsiveness. And the competition to grab peoples attention is fierce, but luckily all it takes is getting the basics right. As soon as website visitors have to search for things, you are on precarious ground, to begin with so make sure these 3 things are immediately visible for everyone.
1. Contact Details
Having contact details available for people to contact you instantly is key – especially if you have an eCommerce website. A one-click call from an icon in your navigation menu is an essential best practice but so few people set it up that way.
Having a link to the contact page from the main menu that the user has to click through to another page to access or search for a phone number that requires manually typing into their phone are things that are going to let your website down. For seasoned website users, this is just far too much trouble and they just won’t bother.
Contact forms are a must but only if they work. People don’t have much faith in contact forms – how many times have you bothered to fill one in only to have the recipient never come back to you? Exactly. Be available to your customers, make it super quick and easy for them to contact you and the relationship you build can start immediately.
Tip: Set up a one-click contact from your menu bar directly to Messenger on your Facebook business page. You can automate the contact experience touchpoints, provide information about customer service hours and help people find what they are looking for when you are not available.
2. Who You Are
Count on your hands right now how many times you land on a website page and you have absolutely no idea what they sell, who they are or what they do? Have you run out of fingers to count yet? Visitors land on your website on your home page, but not the entire page, just a small section at the top.
That leaves you very little room and very little time to tell your story – especially on a mobile device. So this part is absolutely crucial to get right.
Reach out and grab your audience immediately. Using elements like taglines, call to actions, strategic and professionally written copy, relevant images and video that are laid out in a responsive and engaging way.
When it comes to products, use an image or video of a single product in your range for the landing page, don’t try and squeeze them all into the same space. We recommend that you always engage the services of a professional copywriter who has experience in digitizing stories transforming your journey, mission and values into short, compelling bites of information that shine.
Tip: When telling the story of who you are on your landing page, make your tagline part of the show. Use your tagline in the top announcement bar or as a subheading on your hero section (main section). Add a strong call to action with a striking image and you are off to a brilliant start.
Logo + Tagline + Call to Action + Image = Conversion success
3. Where You Are Based
There is nothing more frustrating than landing on a website that has everything you are looking for – product, price, company values, a mission for the greater good – only to find that they are based out of our region, area or continent.
For example, let’s say you are a plant nut and on the hunt for that coveted variegated beauty that everybody else seems to have but at a price, you can afford. You search for weeks and finally find a website that has the plant you have been looking for.
Elated, you whip out your long-suffering bank card and ready it for yet another plant purchase.
Only to find at shipping that it is from an international address and that you can’t be certain your plant would survive the journey, so you abandon your purchase.
Another frustrating thing customers complain about is an unclear location listed on a website footer. Do not assume that people will know that Ashburton is in their country. There is an Ashburton region in Canada, New Zealand and Australia – it is essential to list your region and country as well as the direct location.
If you are unsure about whether your website is ticking all the boxes and helping your visitors find what they are looking for, it may be time to book your website in for an audit with the Crisp Apple Web Design team.
Get the ball rolling here.