Is your web design and development putting your business on life-support?
Your web design is a multi-national business front, more so now in the virtual age, than even brick-and-mortar stores were in their prime.
Just say AMAZON three times to yourself, and then convince us that you can still compete with the big boys without great web design.
Forbes describes the virtual phenomenon taking over the world like this, “. . .the Amazon effect has introduced consumers to an almost completely frictionless shopping process with near-immediate results.”
It doesn’t matter if you’re selling sneakers, French pastries for a wedding, or digital accounting services. Your design tells someone in seconds if they should buy from you.
Without good web design and development, your business is simply going to be gasping for breath.
In fact, if you had a million dollars to invest in your restaurant, corporate office, or fashion boutique’s architectural design to impress clients, or the same million dollars to invest in your virtual real-estate – the later choice is where smart money is spent.
And if you think that web design just couldn’t be that important, think again.
The Harvard Business Review recently did a study on exactly what makes people want to purchase from a website, and the results may surprise you. It comes down to “trustworthiness.”
Building trustworthiness amounts to making the user experience not just easy, but pain-free.
Here are seven reasons why lousy web design and development might be hurting you. (If you need instant site design inspiration, contact us at Second Crew.)
There are 4.917 billion unique mobile users in the world, according to Hootsuite and We Are Social’s Digital in 2017 report.
Mobile App usage is skyrocketing.
You can thank millennials for that.
A report from the Manifest states that social media Apps are among the most used, and if you’re website isn’t both compelling, and easy to use, it isn’t going to make the cut.
The same report revealed that smartphone users often delete an App simply because they don’t have enough memory to run it.
Penny Wilson, CEO of Hootsuite said,
“One of the greatest opportunities of a digitally connected world is the ability to have immediate conversions, wherever and whenever customers want.”
Here are a few interesting facts on the subject that will get you scratching your head:
You have killer web design, that asks for permission to send them. Million-dollar web marketer, Neil Patel states that they can boost engagement and click-through rates by as much as 50 percent. How’s that for building trust?
Example of a push notification an airline might send you.
Here are a few push notification services we love at Second Crew:
All Americans are leaving mobile browsers in favor of mobile apps in hoards, though.
Design in and of itself is paramount in importance. It is equal to SEO.
Without good design, it’s like trying to sell thousand-dollar tins of caviar covered in cat poop.
No one will ever know how good your business is if it looks lame on the outside.
Even the shade of color that you choose has a profound psychological effect on your clients, so you need to get it right.
This is the foremost visual cue that will help to brand your company. It’s like your logo – only taken to the next level.
Were you aware, for example, that women prefer shades of color (a vibrant color mixed with white), while men prefer hues (a color mixed with black)?
Image credit: uxplanet.org
Or that serif fonts are considered more trustworthy, but also more old-fashioned compared to Sans serif fonts, though they are easier to read?
These design considerations are not trivial.
If you are trying to build a brand that is fun and cutting-edge, say, a Silicon Valley startup, your web design should look very different than a company that wants to build trust based on hundreds of years of tradition, or a mom-and-pop company that’s been handed down through generations.
Here are some additional design elements that can turn people away from your site, according to Medium Corporation:
It doesn’t matter how slick your web design looks, if it isn’t easy to navigate – i.e. easy for Google’s bots to crawl – you’re facing an uphill battle to get eyes on your page and high click-through rates.
Googlebots (also called spiders or crawlers) discover new and updated pages to be added to the Google Index.
They use a massive set of computers to do this, but these bots, even with incredible strides in AI, need an easy-to-navigate site for the best results.
Google’s crawl process begins with a list of web page URLs, generated from previous crawl processes, and augmented with site map data provided by webmasters.
This means your site map is just as vital as its design.
Good development of your web pages helps you stand apart from the billions of sites that these bots crawl daily.
While Google page rank isn’t everything, it’s key to being successful.
Over 70% of clicks to your site will come from organic searches filtered through a first-page ranking on Google.
A high Google page rank is like an oxygen tank when your site is choking for air and has no or low traffic.
You can also look through search queries on your site in Google Analytics to see what your customers want more of.
Expert marketers even say that providing customers what they want should be the first step in product or service design.
Why do millions of millennials obsessively shop on Amazon? They have an uncanny knack for displaying relevant content about products that their customers are interested in. When you open your Amazon homepage it greets you with customized product suggestions.
And like Bill Gates declared in 1996, “Content is King.” The man – like him or hate him – must have had a crystal ball. Because this still holds true two decades later.
Showing content that is relevant to the user is a shift in marketing that consumers will continue to see on the web. The technical term for this is tailored content. Your content should do the same for your website’s visitors.
Tailored content also gives you relevant opportunities to up-sell or cross-sell to your customers. Awesome content does a few simple things to boost sales and engage customers more fully:
Image credit: WordPress
For example: ‘stilettos’ is a typical keyword, but ‘stilettos you can wear to the prom’ is a long-tail keyword.
Long-tail keywords allow you to target your ideal customer with more precision.
If they love sharing things about themselves (and they do) and you’ve given them a way to do that on your site through content that asks for feedback or engagement, you’re appealing to the little bit of narcissist in all of us.
Here are five easy steps to publishing tailored content:
We know it doesn’t sound fun to keep track of Google’s constant algorithm changes and then adapt to them so that your page rank stays high. Google changed this algorithm at least 10 times in 2017 alone.
However, without good SEO, all your great design, and super-fast load times on your website will still fall short. Expert-level SEO can mean the difference between just breaking even and becoming a multi-billion-dollar company.
How does a 34% click-through rate sound? That’s what Google’s first-page ranking will earn you.
So, yea, it’s worth it to optimize SEO for that coveted status.
In addition to the SEO hacks we’ve already mentioned, here are a few of the latest SEO tools you should be apprised of:
Google is now optimizing for voice searches. Is your website voice-search friendly? If Siri, Google, Alexa and Cortana can’t find your site, you’re missing out on customers.
Voice search icon
Make sure you link keywords to natural voice patterns or speech. If you aren’t sure what that means, practice using your own mobile phone to search for something related to your business on the web and see what comes up. Learn and implement.
Also, incorporate your local business info to come up in more voice searches. This means directions, your phone, address, and close interstates or roads that you’re physical address is near.
This isn’t as hard as you may think.
Also, forget keyword stuffing. Google is onto it – it’s so done.
Finally, never allows spam in your comments section. This can be an SEO goldmine when people start to make relevant comments about your products or services. However, spammy comments can kill further engagement so nix them ASAP.
Video landing pages are going to take over in the near future. 78 percent of internet users are already watching videos online every week.
It won’t be good enough to just slap a YouTube video on your site, either.
If you really want to take your website design to the next level and create massive trustworthiness like the Harvard Business Review suggested you should, then you need to have a high-quality, embedded video-landing page.
A great example of this can be found at Salesforce. Use this as your go-to for creating amazing brand identity.
If you should feel like hesitating on this little bit of advice, consider a Vidyard Demand Metric’s The State of Video Marketing study done in 2017.
When surveying B2B and B2C professionals and entrepreneurs, they predicted that 69 percent of website traffic will be gained through video, with higher conversion rates than almost any other form of content.
How is Allbirds, a shoe company out-marketing companies like Nike’s and Addidas that have billion-dollar advertising budgets?
They use social media and influencer marketing that is directly tied to their websites and Apps.
They also partnered with a brand that is already well-established, though locally so in NYC, by creating a limited-edition Shake-Shack sneaker, based on one of the burger company’s biggest sellers.
The sneakers were available for one day only, so that also pushed consumers to click-and-pay in a hurry.
If every page of your website design isn’t integrated with social media, you’re missing out on millions in revenue.
Here are a few eye-popping statistics to bring this point home:
This is spawning a billion-dollar surge in influencer marketing. There are lots of ways your brand can take advantage of Instagram stories, for example, but it starts on your site’s home page.
We haven’t even mentioned LinkedIn, YouTube, Snapchat, and numerous other social platforms.
Shopify gives these suggestions for better web-social integration:
Also, consider these tools to help with social media management along with your web design and content production:
You’ll spend countless hours making everything just right in your business so that you can out-do your competitors, please your clients, and increase your bottom line.
However, without great web development and design, you’re putting your business on life support.
Give it some fresh air, and apply the tips and tricks we’ve just provided, and please reach out to us at Second Crew if you need help taking actionable steps in the right direction. We’ve got your back.