Web Design | 01-12-2020 | Utkarsh Tiwari
Too many web designers forget that they are serving users. Web designers now seem so absorbed and obsessed with the idea of creating the most beautiful, the most modern, the most refined, the "more" site that they forget the primary purpose of a website: the IN -FOR-MA-TION! On the Internet, you can find everything, and immediately, this is the golden rule. Do not deviate from it.
There is nothing more annoying than going to a website looking for a coveted item, an email address, or the date of an event and not finding that information! If your visitors can't find what they're looking for or must transform into Sherlock to find it, you can be sure you won't be seeing them again anytime soon. The efficiency of your site: zero.
So before you embark on the design and SEO of your site, it is essential to linger at length on the tree structure and follow these tips for a site that is user-friendly.
1. Why Am I Here?
A large portion of users sometimes finds themselves on a site "because they saw the light", by clicking randomly from an advertisement or an image search. That's a fact.
This does not mean that these visitors and your site have no reason to have met. There is no such thing as "destiny", Web walk-ins are the result of search engine algorithms. Don't overlook any visitors.
Oftentimes, this type of user will have received a laconic link from a Facebook friend like “I thought you might be interested in this”. The first thing to do is to introduce yourself: who are you? What are you doing? For who? If the user doesn't immediately understand what your site can do for them, you lose them.
Simply explain, avoiding any professional jargon, what you are doing. It is very easy when you are selling a product, but if they are services it can get confusing quickly. Ethereal and conceptual phrases like "freer than ever", "enrich your life" give absolutely no information. Use short, effective and descriptive text to explain your product / service / association / cause / message.
2. How Much Does It Cost?
This is naturally the second question.
You most likely designed a site because you had something to sell. Whether it's a product or a message. The user then turns to a customer, who does not want to have to click on the three descriptive tabs of the product to know the price.
If it's free, say so. If it's paid, say how much.
When you present a product or service with a free or premium option, you should systematically display the price of the premium option, and explain with a comparative table the differences between the 2 versions of the product.
Be precise on the price indications (HT? Unit? Per month? What currency?). Absolutely avoid hidden costs which act as real deterrents (delivery for example). The information on the conditions of withdrawal or refund must also be clear.
If your product is a free product (open source software for example), do not forget to add a mention indicating that it is thanks to participation or donations, and invite those who wish to contribute.
You won't be able to hide anything, so you might as well play transparency on the Internet.
3. Can I Trust This Site? Is This Product Really Interesting?
As talented as your marketing team is, it will never be as effective and trustworthy for the average internet user as user reviews. If you don't have a “Buyer Reviews” or “Customer Reviews” section, you should link or list Google, Amazon, or social media reviews (Facebook allows reviews to be posted on your product page).
Reviews on social media and consumer-to-consumer opinions sharing on the web have become your perfect marketing content. It is upon you whether to heal and exploit them. Whether you like it or not, they will be available on the web. You might as well assume them.
4. How Do I Do Now?
Once the visitor is in possession of the information they need and want to become the proud owner of your product, subscribe to your software, or member of your association, they must be able to take action. quickly and easily.
Usually, a "call-to-action" button does the trick: "Download", "Subscribe", Order "," Buy "... It must be very visible, very large, and very obvious. And should be correctly marked so that user experience does not get bothered (open the right page or the right order).
Outdated websites still don't understand this and force users to scroll down endless menus to get to an obscure footer with a discreet link.
5. Can I Talk To Someone?
The Internet makes buying and choosing easy, but communication with a screen has its limits. Even if your FAQs are well-rounded, there are always complex cases or new questions that people will want to answer quickly.
Don't hide behind the web, again transparency is the rule of thumb for inspiring trust. No one likes to feel like they're dealing with a robot.
Be as clear as possible on the ways to communicate directly with the sales or technical department: chat, e-mail, telephone, Facebook or Twitter messaging, Skype, etc.
It is now known that companies that are very careful with sharing their contact have something to blame themselves for, and you will only get more frustration and distrust.
So before you design your site and adorn it with all the most "trendy" features of the moment, think about the content of your website before working on the form. Remember that what you are doing is communicating on the Internet.
Respect your users and their browsing comfort, they will thank you.