4 Web Design and Development Tips to Convert More Online Visitors
Your website has less than a second to make an impression on visitors. That first glance can help convert someone into a customer, or bore them into hitting their browser’s “Back” button. The way your site looks determines how people interact with it—but in 2018, plugging and playing any old WordPress template may not be enough to capture their interest, or win their business.
You’ve worked hard to build and establish your brand. And when web design and development is customized specifically for it, you’re not limited to the layouts and design elements competitors are using. Rather than fishing from the same pond, you have the opportunity to deliver a truly unique and memorable experience by engaging visitors in a strategic, thoughtful and unexpected way. That’s the first step toward creating loyal customers.
Here’s how Schifino Lee designs and develops a website that’s worthy of your brand.
1. Incorporate brand storytelling.
A brand story goes way beyond the “About” section of a website. It’s more than who you are, it’s how you make customers feel. And a good brand story should extend to every facet of your business—from the people you hire, to the products you sell, all the way through the copy and imagery in brochures, social media, paid ads and, of course, your website.
A perfect example is our custom-built, brand-new website for CoLabs, a software start-up which uses machine learning and artificial intelligence to simplify business processes. The company was founded by three experienced entrepreneurs who have each built and sold successful, multi-million dollar tech companies. As such, CoLabs’ brand story is that they unite to disrupt; the founders have come together to build category-changing solutions that transform how entire industries do business.
To convey the “unite to disrupt” on the homepage, the Schifino Lee team built a portion of the CoLabs logo as a microinteraction—the dots move in unison as you pull your cursor through them and then merge to re-form the “C.” This single animation gives users an immediate sense of the solidarity that comprises the CoLabs brand along with the innovation they are capable of delivering—they feel it, we don’t have to tell them.
Go ahead, play with it yourself and see.
2. Ensure consistent stylization.
While a website allows you to tell your story in a compelling new way, it shouldn’t be a giant leap from your existing brand guidelines. For instance, CoLabs wanted to appear innovative and forward-thinking. However, they didn’t want to come off as too stodgy or technical online because talent acquisition is very important for them. The Schifino Lee copywriting team kept the site content strong yet succinct, fostering collaboration and openness wherever possible.
Creating a set of brand guidelines before getting too far into brand personality of your site will help establish uniformity. This includes a consistent use of style, terminology and facts that can makes it easier for customers to recognize you while instilling trust and confidence in the brand. If you fail to create a distinctive voice or end up with multiple voices, it distracts from your online presence.
3. Always optimize for mobile.
When we presented the CoLabs website concept, the first question the client asked was whether or not the microinteraction worked on mobile. And for good reason. These days, nearly 60% of search traffic is done on a mobile device. So if you have a big idea for a motion graphic or video on the home page, it’s critical to ensure that it will work (and work well) on a mobile device.
Having a device-agnostic site that is high speed and easy-to-navigate ensures your website will work for users browsing by desktop, tablet or smartphone. Your mobile site should have the core elements from the main site and load quickly. To make the copy easier to skim on smaller screens, break up big blocks of text with section headers and numbered lists and/or bullet points.
4. Keep content fresh and relevant
Remember, a good website is never done. Even after the site is live, you should continually update it to show prospects, potential hires and industry pros that you’re always learning and growing. Make sure your product and service pages stay current, and share recent news and press releases. Utilize content marketing to create original videos and blogs that keep your audience aware of your brands’ presence and activity. No matter what type of content you create, everything should follow your established brand guidelines.
Together, these elements make for a better reflection of your brand and a more engaging experience for users, which ultimately leads to higher conversion rates. Want to learn more about web design and development that’s worthy of your brand? Email Jennifer@schifinolee.com or drop by the Schifino Lee office to discuss it over some cold draft beers with our digital team.
