Creating a user-friendly experience for your website visitors doesn’t have to be complex. There are some simple changes you can easily make to help ensure a smooth customer journey.
Make Use of Conventions
The general internet audience is accustomed to certain layout placements. We’ve become familiar with these conventions and therefore we navigate websites more easily when they are used.
Logos are typically in the highest 99% of the page and most commonly placed in the left corner. The logo is undoubtedly the most important part of the website, but utilising this placement gives it hierarchy without having to make it big. The logo should also link back to the homepage.
When it comes to your main navigation, less is more. The common recommendation is between 5-7. Do your best to combine similar topics so that your audience doesn’t become overwhelmed.
Contact information and social media links should also be clearly displayed in or around your navigation. You can easily link your phone number so your audience can click and call you directly from your site. Showcasing your social media links around your navigation encourages visitors to check out your social content as well and can lead to more followers and engagement.
Clear Call-To-Actions (CTAs)
Amazing, you got your audience to visit your website. Now that they’re here, what do you want them to do? If you’re a lifestyle brand, maybe you want your visitors to get to know your brand values and sell them on why your brand is worth the investment. Or possibly a barber who wants clients to book appointments through their website booking system. Think of 1-3 of the ideal customer website journeys and make sure you create CTA buttons that encourage that path. This is your opportunity to try and drive visitors through your site, instead of them wondering through your navigation. It’s also important to make your CTA buttons bold and have contrast with their backgrounds so visitors see them as an action to take.
Hubspot has some great examples of clear, successful CTAs.
White Space & Hierarchy
“White space” is a design term that simply means an area that is empty. Leaving a portion of space in your layout empty makes the opposing content demand attention. It’s a great technique for a minimal appearance and adds sophistication.
Hierarchy can be easily achieved through your website’s written content. Maintain a system for your headers, subheadings, and body copy. Consistency is key. This will also help you focus on what is most important for your audience to notice on each page.
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