Often times your Web site is the first contact potential customers have with your company, so make sure you’ve put together something that will leave a good first impression. Here are some things to think about when assessing the effectiveness of your site.
Navigation is key. Customers should find it easy to access information on your site, and to see how it dovetails with the company’s larger value proposition and corporate messaging. This is accomplished through clear and consistent labeling. Eighty percent of your site’s content should be accessible within two clicks.
Consistency is king. Each element of your site, including colors, terminology, photos, logo usage, navigation, and icons should be consistent. It’s like a Broadway production: If it’s not well thought out and does not carry the thread of thematic consistency, it gives the impression that the company is struggling with who they are. But when the message supports the visuals and the visuals support the message, your Web site conveys an experience that lends itself to brand credibility.
Make it short and sweet. Focus on a quality experience from the first impression to the last. It’s better to have a small, complete site than one that is large and fractured. There is nothing wrong with the bare minimum - if it’s done well. You can supplement content with clear calls to action, PDF files of your datasheets and the ability for them to sign-up for news, company, or product updates. Short on detailed information or selling a complex product or service? Then
integrate a simple chat tool like Click Chat Sold - and within an hour or two you have instant Customer Service.
COO and co-founder of PixelMEDIA
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