The Qualities of a Good Website
September 17, 2020George Economides
Whether you’re building a new website, or working to make your existing site the best that it can be, these are some Qualities to ensure your site will be attractive, solid, visible and above all, converting sales.
- A solid domain name. Yes, competition for good domain names is getting fierce. So, be flexible, but use good sense when choosing a domain. If your “.com” or “.com.cy” address is already taken, resist the urge to add a hyphen, or to go with the “.net” version. In the end, you’ll lose visitors with these options, so take a little extra time to get creative and find the perfect “.com” or “.com.cy”
- A clear identity. Pay close attention the next time you’re surfing the Internet. Watch for sites with logos or titles that are obscure, or a design so cluttered with ads and banners that the important information gets lost. So, keep your identity visible. And, be brief and concise with your text. You don’t need a lot of buzzwords to tell your visitor that you sell shoes; just cut to the chase and tell them why they should buy from you.
- Visible contact information. Web surfers and web users have short attention spans, so don’t make your customers do a virtual tour for your contact info. A common location for the “Contact Us” link is in the upper right, or in the main navigation, so either of these is a good choice. Ideally, your contact information will be on each page of your site, with multiple points of contact, such as phone, email and an easy-to-use contact form. Inclusion of a Google map is a bonus for those with a physical presence.
- Good navigation. Navigation is your site’s GPS. Take some time to visit your own site, and be sure key pages like Services or Products are easy to locate. Just as homes are easier to find with a good map, web content is easier to find with good navigation. If you don’t have it, your competition likely will. Also avoid multiple navigations, keep everything in one place and make it easier for the visitor to find what he is looking for.
- Well-constructed pages. A website should be easy to use, which means easy navigation, proper utilization of links and callouts (your key selling propositions), and information displayed so that it is not only informative, but attractive as well. Critical information, such as who you are, and how you can be found, should be easily accessible. Stress your unique selling proposition and try to stand out from the crowd.
- Good content. Good doesn’t only mean interesting; it also means accurate, fresh and well-communicated. Remember, web visitors have short attention spans, so: be clear and concise, use proper grammar (or spend a few euros on a good editor), spell your words correctly, be accurate, be relevant, and update your content regularly. Blogs and social media updates are great ways to add fresh content, which not only keeps readers coming back, but is a good SEO strategy as well. Your pictures must be good resolution and clearly show what you are trying to say.
- Security. Of course, use a secure certificate and strong passwords for your accounts. Also, if your site is built on a platform like WordPress or Magento, be sure to ask your web designer or web host about keeping the platform updated. In addition to adding new functionality, these periodic updates often address security issues found by other users and developers.
- Testimonials. In today’s social world, shoppers increasingly rely on the feedback of others, even if they’ve never met them. Testimonials from a client or customer feel more genuine than sales copy written by the website owner. Resist the urge to make up your own testimonials — savvy visitors will catch you cheating.
- Be seen. Having an amazing website is like having the best retail store in the middle of nowhere. If your target audience does not know your website address, they will never find you. In general, your visitor will search for what they are looking for. So you need to appear in their search result, preferably with the right tag line. That is usually not as simple as it sounds. Invest in some SEO as a first step and then start a small search advertising campaign.
- Turn traffic into sales. A visitor is only a potential buyer. To be successful you need to be able to convert your visitor into a client. If your website offers e-shop functionality that is easier. If it does not, you need to be creative. One technique is to create the sense of urgency to buy. For example. “buy now while stocks last”, “Offer ending soon”, “Special offer just for today”, “buy now and get XXX”. But make sure that you do not keep the same offer/proposition for ever. Rotate these frequently and make sure to promote different products to cover different needs of customers.
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