Is this what you were looking for?

Websites have changed so much over the years – both to reflect latest designs and also to satisfy user behaviours.

There was a time when visitors would actually read 300 words of copy – not any longer!  If the headline doesn’t give them the information they want, they’ve gone.

The days of intriguing headlines that require the visitor to make an effort to find out if the copy will give them what they want are pretty much ancient history.  People want instant gratification.

What does this mean for your website?

The first headline they see needs to tell the visitor – ‘We’ve got what you want’ – or, better still – ‘You’ll get the information you came here for easily and quickly’.

And, put your phone/email right in your banner where they can see it – so they don’t have to start clicking around your site to find out how to get in touch.

And, don’t fall into the trap of putting a ‘phone us’ button.  That works fine if you’re browsing on the phone, but not if you’re using a desktop/laptop.  By all means create a button, but put the phone number on it where it can be seen.

Don’t distract people with images that move, or that don’t deliver your message clearly.  A bunch of happy people sitting around doesn’t say ‘Your solutions are here’ – they’re just eye candy (and probably scream ‘I’ve been playing with AI software’). 

With the wealth of AI tools, you can get help with clear, reader-focused headlines AND images that underline your message.

Don’t waste time with telling your business’s life story – that will work really well on your About page.  Give me easy links, with benefits, to your core services or products.

Keep copy brief and focused on the reader – so, in ‘you’ language, not ‘we’ language.  There’s a big difference in response to ‘We do this’ (low) to ‘You can have that’ (high).

Be proud of your brand

If you’re at the design stage of your logo – or planning a revamp – make sure that you have a version that reproduces clearly in the relatively narrow brand banner that’s at the top of every page of your website. 

If the logo is too small your brand looks like more of an apology than something you’re proud of.  If your current logo doesn’t work when reduced in size, you either need to ask your logo designer to produce something that will work or you need to get creative about how your logo appears on your website. 

A good looking website ticks the first box on your user’s list, but the message must be crystal clear and navigating to what they want should be a no-brainer, not an exercise in problem solving!