5 must-have components of a website that works
How do you know if you have a website that works? When you’re visiting a new website, how long does it take you to decide whether you’re going to stay on that website or not? If you’re like most people, you’ve made up your mind how you feel about a website in around five seconds. If that sounds short, you’re right! With only five seconds to impress a site visitor, you need to make sure your website impresses immediately. By including these 5 components on your website, you’ll stand a much better chance of impressing viewers and holding their attention – you’ll have a website that works.
1. Have a simple, eye-catching tagline
If you’ve got a team of good writers, you probably love the opportunity to go in-depth on your ideas and let your audience see the strength of your writing. There’s a place for that, but it shouldn’t be the first thing your visitors see! When a new visitor comes to your site, they usually have a simple question they want answered: what can your site do for them? If they can see the answer to that question as soon as they arrive, they’ll be much more likely to stick around. Use your tagline to tell viewers what your organization can do for them in a single, clear sentence.
2. Use concise descriptions
Once you’ve caught a visitor’s attention, you have to keep it. One essential way to do this is by speaking the customer’s language. If your descriptions of your products or services are loaded with jargon or terms that only industry professionals are familiar with, you’ll lose your visitors’ attention quickly. It may be tempting to write in technical, grandiose terms because you want to come across as an expert, but don’t fall into that trap. Your priority is to make sure customers understand your message. You’ll have time to prove your expertise later!
3. Include frequent, clear calls to action
Calls to action, or CTAs, are an important part of any website. You want to give your visitors a clear route to your product or service for their benefit as well as yours. If a visitor is interested in becoming a customer but can’t find an easy way to do so, they can quickly become frustrated or disinterested. Your CTA could be a link to a page about the benefits of your product, or something as simple as a ‘buy now’ button. The important thing is to make your CTAs easy to understand, easy to follow, and easy to see across your site!
4. Show your visitors what success would look like for them
When potential customers come to your site, they want to be able to learn a few key things quickly. First, can your service solve their problem? Second, can it solve their problem quickly, affordably, and/or efficiently? Keep these questions in mind as you write your content. It’s very common for websites to focus on themselves, their team, and their vision, when really customers are much more interested in how your product or service relates to them individually.
Describe how your product can improve your customer’s quality of life, and outline specific examples of situations your product can improve. It can be especially useful to include testimonials from previous satisfied customers. When your visitors can easily imagine themselves using your product or service and benefitting from it, they’re much more likely to make a purchase.
5. A website that works has clear messaging
Even when you know your business and your service like the back of your hand, it can sometimes be difficult to explain succinctly under pressure. It’s easy to start rambling when it comes to things you’re passionate about! A brandscript is a simple solution to this and makes it easy to explain your company and what it does.
The idea behind a brandscript is that people like stories. If you can explain your organization in a way that makes the customer the hero of the story and your organization the trusty guide there to help them solve their problems, you’ll be much more likely to pique people’s interest. If you aren’t sure quite how to express your product as a way to help a hero finish a quest, there are several resources online that can help you write a brandscript that works for your company.
Improve your website and see the benefits
If you aren’t already using these elements in your website, try them. You’ll be surprised by what a difference they can make. If you’re already using one or more of these features, reevaluate them! Your online audience is always changing, and making updates to your CTAs, your taglines, and more can keep your site relevant.