The Elements of a Successful Website
A website design can be minimalistic, colourful, interactive, or what have you. Regardless of visual and technical aspects implemented on a website, its main purpose is to become online representative of the owner.
For businesses, it means the website has to contain all relevant information about the company. It lets potential customers understand what the company is all about, what the products are, what values the products/services give, and the company’s credibility as well. To deliver all those messages, every website needs basic elements as follows.
Landing Page/Lead Capture
A website is like a relentless marketing agent that works for you 24/7. It works all the time to build strong customer base by collecting visitors’ contact information. Unlike a homepage which basically educate visitors about every product available from your company, lead capture typically revolves around a single offer at a time.
For example, an offer of free e-book or sample product requires recipients to submit contact information including name, phone number, and email address. An effective lead capture must consist of a form, interesting offer, and possibly an explainer video that describes values of the offer.
There are two effective placements to make contact information visible: headers/footers and a separate page called “Contact Us”. When placed on static header and footer, the information can take a lot of space on the page; this is not ideal for mobile browsing experience. On desktop version of the website, fixed header/footer is not overly intrusive, however. The good thing is that you can make a separate Web App to make it more readable and enjoyable on mobile devices.
Separate “Contact Us” page allows you provide more detailed information about your address and add road navigation. You can also attach some photos of the physical stores (if available). The page should provide a form where users can send email directly on the website. Clear concise contact information is a sign of legitimate professional business.
Testimonials and Social Proofs
First-time visitors are reluctant to purchase any product because they cannot find any real reviews from real customers; this is where Testimonials and Social Proof pages come in. As the name suggests, testimonials are filled with testimonies from previous customers who explain their experiences with products/services available from your company. You don’t have to include too many testimonials; choose a small number of them with comprehensive detailed reviews.
Social Proof is almost exactly the same as testimonials, but the reviews are from popular reputable people for examples experts, celebrities, athletes, etc. It is important that visitors can track back the testimonies to the reviewers’ social pages. Positive reviews from high-profile figures give instant credibility to your business.
Regardless the size and design of the website, navigational system should be easy to understand and use. Each link redirects to the right page, and all menu button clearly visible. For example, if you have products of different categories, please make sure the consumer can find and click each category to find relevant items.
Main menu button should always be visible on all pages, so customers can come back to Homepage in an instant. Good website is one that customers can understand and use without overwhelming navigation.
Call to Action
A website is the gateway where customers make purchase, read information, ask questions, build networks, and make contacts. If your website is an online store, make the “Buy Now” button stand out from everything else on the page. On a different section of the website (such as Contact page), you will need to design the “Contact Us” button in the same way.
The key is to allow users to make the appropriate action quickly.
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