press releases

top ten tips for a successful website

by Tessa Denison, Creative Director, Denison Design Ltd

The majority of businesses have an online presence and for most, the main objective is to generate enquiries and sales. There are several ways of maximising the effectiveness of a website to achieve this.

1) The Home Page

Once visitors have landed on the home page there is around three seconds to capture the audience before interest is lost and they have clicked off. Avoid slow uploading, illegible fonts and failing to specify precisely what the company does.

2) Simple Navigation

Simple navigation encourages visitors to explore the website further and is achieved with a clear purposeful structure and rationalising the content as much as possible. Also required is consistency in appearance and placement of links and buttons on every page, including a link back to the home page.

3) Contacts

Contact information on the website is crucial including a contact name, phone number, address and e-mail. Ensure that the phone is always answered and e-mails are prioritised.

4) Photography

Customers want to see what they are buying. However, large numbers of images increase download time. Compress images as opposed to ‘resizing’ them as simply making them smaller means the larger images associated with them take just as long to download. Alternatively, download lower resolution versions first with quality gradually improving.

5) Layout and Imagery

Layout of pages and products must be clear and appealing. Show products being used for example, show where they come from, build a picture that indicates that by buying the product the customer is purchasing an aspirational lifestyle choice.

6) Branding

Branding needs to be consistent with offline branding to strengthen recognition and awareness amongst consumers. Ensure identical logo and colour schemes are used for consistency.

7) Updating

Continuous updating of content is vital and this includes contacts, products, photography, special offers and case studies. An up to date website shows off current thinking and also enhances search engine optimisation.

8) Search Engine Optimisation

Search engines are the main method of directing traffic to websites and if content is changed regularly, and key words are integrated into body text, then web listings - those near the top of a search results list - can be improved.

9) Pricing and Payment

Be transparent when it comes to pricing, particularly with delivery costs as customers can be put-off if they think they are being ‘ripped-off’ by postage. The act of payment should be simple so remove any barriers to sale by including clear navigation for delivery times, ensuring the checkout process is clear with a prominent ‘next’ button on display and including the functionality to ‘save details’ to make it easy for returning customers.

10) Web Standards

Websites need to be constructed according to “web standards” guidelines and using valid HTML and cascading style sheets (CSS). CSS enables the web developer to separate the appearance or style of a web page from its structure and content. Producing websites in such a way makes them much easier and more cost effective to update and improves download time.

On the whole, designing a website is a complex task, and it is advisable to hire a professional to complete the job for you, as this will deliver the best results. An effective website is invaluable to an organisation and the potential return on investment suggests the appropriate time and consideration should be given in order to make it as successful as possible.