A well-designed website is today’s equivalent of a shop window display, so as the first thing the majority of your current and potential customers will see it is imperative that it runs smoothly, swiftly and offers excellent user experience, with quick and simple functionality. If there is any element of doubt as to the adequacy of your website then consulting an expert as to the potential for improvement with a brand new site. The old adage “you never get a second chance to make a first impression” never rings truer than in reference to the importance of your website.
Developing trust
Trust in business comes from consistency and reliability. When you go to your favourite coffee shop you want that flat white to be as delicious each time you visit. In a coffee shop you have a variety of baristas and can latch onto a favourite. With a website, however the experience a user will have is entirely dictated by the quality of the site itself. You can literally build or lose trust with one click.
Consistency is key
When referencing consistency this is meant in a variety of contexts. Firstly, your brand should be represented consistently across all platforms from bricks and mortar shops if relevant, through social media and websites. This will help build brand recognition, trust and credibility. In addition, your website itself must benefit from consistent design and performance. Navigation should be smooth and fast and calls to action obvious and yet unobtrusive. Consistency across the board will also help reduce click through rates and boost conversion as well as user experience, which helps with Google’s ever more intelligent algorithms.
Speed is of the essence
Statistics show that if a web page takes longer than 3 seconds to load, 40% of users will give up and leave. It is vital that the loading times of all pages on your website are fast and the pages responsive on all devices from PCs through to mobile phones.
Security
With high profile cases of security lapses from major companies increasingly in the news it is ever more important to indicate to your customers that you take security seriously. You want your website to incorporate:
- HTTPS encryption that will be signalled in the form of a padlock icon.
- Clearly visible privacy policies and terms of use blurb.
- Secure payment gateways for checking out.
- Trust badges or certifications clearly displayed on your website.
High quality & engaging content
Usability, speed, consistency of branding and message are all vital, but users will quickly bounce if your website is all style and no substance. The substance comes in the form of your content – the quality of which must be of the very highest level to ensure that you inch ahead of the competition. A large section of this content will be about your business and its services, but you will also want to dedicate time for articles on key topics in your industry as well as a well-designed, up-to-date section dedicated to user reviews and testimonials. This is vital for building brand trust.