In today’s world, a brand’s website is arguably the most important part of their marketing. More often than not if a consumer needs information on your brand they go to your website. Therefore, an effective website can mean the difference between having a loyal consumer and not even being considered – and that is a big difference.
With our client company – Kutula Kiss – best website practices has been a big deal. Early on , we were able to discern that while the company had a very good product and a clear vision, without a solid website they were going nowhere, fast. Considering the 7C’s model we learned and outside knowledge we were able to find, we defined the best practices of website design for a small business – and here they are.
DO’s:
- Simple layout
- Make it clear how the customer can purchase your product
- Convey your core values
A simple layout is key to a well-designed website. Consumers should be able to access any part of your website from the landing page in three clicks maximum. Design should have two or three complementary colours, large (but not too large) fonts, headers that make sense and large pictures. Another thing I learned is that on a website, white is a colour too – and it is a really good one. Take advantage of white space on your page – it will help draw consumers to what you actually want them to see.
Especially in the case of B2C websites, being able to make online purchases is a big deal. One of Kutula’s main problems was that consumers who were really interested in the product had to contact us to find out where they could purchase a bracelet. If you want to succeed in e-commerce, a clear (not to mention reliable) method of buying online is vital.
Finally, conveying your core values. Too many companies suffer from an identity crisis. While it is perfectly acceptable to want to sell as many products as possible to as many people as possible, I find the brands that I am most loyal to are those that I can relate to. Those I feel connected to. Conveying who you are as a brand, what you do, what you stand for, is one way to create that connection.
DON’T:
- Create a single page that customers have to scroll down
- Add any more flash than is ABSOLUTELY necessary
In one of our first classes, we saw webpagesthatsuck.com. One of the most commonly recurring themes on this list of terrible websites, was that we had to scroll down for what seemed like ages to find content. Organizing your content under clear headers or subpages will make a huge difference not only in how smoothly consumers can navigate your website, but also in your Search Engine Optimization.
Flash content is decreasing in frequency on the web today – and that is a good thing. If used effectively, flash content can take your website from being good to being great. However, if it is over done, your webpage will take too long to load and consumers will simply get fed up. It is a fine line between just enough and too much – one that many companies struggle to find. As a general rule of thumb, less is more when it comes to flash.
Designing a website is a difficult process. It has a huge impact on your business and involves many decisions – most of which are much more crucial than you realize. However, remembering to keep it simple will serve you well.