The time when the presence of at least some site was enough has already passed. Modern technologies dictate business digitalization. Also, the younger generation Z, who was born with a smartphone in their hands.
They are our future clients. And they are also called “digital” people for a reason.
Now, if your brand is not on Instagram, it is not there at all. It seems exaggerated, but this is not far from the truth. Exactly the same with sites – if yours looks like a sample of the early 2000s, then it’s definitely time to update it.
It is necessary to work out your platform from different angles: it is not in vain that the leading contests evaluate the nominees according to several criteria. Nice, but uncomfortable – useless. Convenient, but not aesthetically pleasing – it will scare away customers.
Key parameters that a website should have in 2020:
This quality is not in vain in the first place. Your site may not be the most visually unique – user experience should be much more important.
You can create beautiful and impractical designs as art objects to add to your portfolio or nominate for a design competition. But for business, functionality is more important. Otherwise, what’s the point in an unusual design if the client cannot find the product on your website?
- Adaptability. It is no longer permissible not to have a mobile version today.
- Intuitiveness. It should be obvious how to use your site: where to find the information you need, how to add a product to the cart, where is the entrance to your personal account, etc.
- Correctness. No pop-ups without the ability to close them, online consulting icons overlapping other data.
- Speed. The average waiting time for a page to load in 6 seconds after the client closes it and forgets about your site.
You can check this parameter here. If the test shows a negative result, work on simplifying the code, compressing all images and icons, shorten the page length.
You don’t have to hire a top designer to design your site. Can. But you don’t need to. Most brands only need to make the visuals neat and not intimidating.
Remember, from time to time, when you come across sites of old samples with a chaotic design, you think: “You cannot trust such a brand. It looks frivolous. ” Such thoughts are logical: it seems logical that a successful brand must have an advanced website. So don’t neglect the visuals.
If you do not have the funds to attract a specialist, you can create a website yourself. There are various online constructors on which you can assemble it from ready-made blocks. They are generated by the designers of these sites, in addition, there are ready-made templates almost everywhere. Thus, it will be difficult to make mistakes and do “bad”.
If “nice” and “convenient” are already there, you need to do it is not pointless. This should be, if not ideal, then at least an effective site that will provide sales and a positive online reputation for your company.
We won’t like bad chocolate anymore because of the shiny candy wrapper. And we won’t buy it again. Exactly also with the content of the site: if it remains incomprehensible to the client, he most likely will not return.
- Completeness. Not a lot of content (large texts scare customers) and not a little. That is, enough to find out who you are, what you do, how you differ from others.
- The Tone of Voice of the brand does not contradict each other on different platforms. Adhere to a single line of storytelling (character of presentation, emotions) in the content on the site, in social networks, etc.
- Images are correctly cropped and of high quality. The text is error-free and, most importantly, original. An elementary rule, but no less important. The right content is half the success of a design.
You can create a neat website with a competent structure without creativity. And that’s not a bad thing. It will function effectively, only it will get lost among other similar ones.
There should be attention magnets in the site structure. These are the elements that attract the client and make them stay on the pages longer. Creativity is responsible for them.
How it works, watch your hands:
- The client is attracted by an unusual element (for example, animation).
- Instead of closing the page and forgetting about it, he stops and starts looking at it.
- Then he switches his attention to the content and delves into it. Otherwise, he would either have flipped through it or did not reach this place on the page at all.
- He becomes interested in what else “you” have and he goes to other pages.
This increases viewing depth and quality. To make an interesting website, imagine yourself as a screenwriter. You need to keep your prospect from getting bored.
Now flip through your site and find the same/monotonous moments. And they need to be revived.
If no idea comes to mind, then you need to improve your observation. Analyze the best websites of 2020 and you will have an understanding of what to do with yours. Look at how others use the visual space, build on this to generate your own ideas.
And the last rule – the site must be for someone. Remember who your target audience is and focus on what is important to them. If you outsource the creation of a website to a third-party specialist, describe in the terms of reference as accurately as possible for whom it is being done. Otherwise, all 4 points will be performed in vain.