Converting Browsers to Buyers with Web Standards
We all want to change the world and improve it into what we feel is "best." Since the mid-1990's the internet has gone through several transformations: some good, some bad. Today's highly refined design works for 99.9% of all situations, and trying to be unique is not going to help your business grow.
Why is it wrong to be unique?
There is truly nothing wrong with being unique and creative. It would be best if you used that creativity in areas that will not hurt your bottom line lead generation for those bottom-line sales.
If every site on the internet were different, you would have to re-learn the internet for every website you visited. Yes, this can be considered boring, but it also creates familiarity with your new and existing visitors. By being familiar, you are putting them into their comfort zone from the beginning.
Things to avoid
- Animations that take away from what you are doing. Adding visual effects provides value when it doesn't distract from the user experience.
- Stop filling the site with content that doesn't add value to your visitor.
- You are writing content outside the range of your audience. Most content that will convert visitors into buyers on your site is at the 8th-grade level.
What your website should always have
- Consistency in branding (think colors and fonts)
- Consistent design across all pages of your site with a logical flow
- Website logo in the top left corner
- Contact information in the top right or center
- Main navigation across the top of the screen
- Main headline/value proposition and call-to-action high up on the homepage that is above the fold (before you start scrolling)
- Social media icons in the website footer for all the social media platforms you are posting to consistently
- Focus on minimalism. Less is more when it comes to your website.
- Have CTA (Call-to-Action) buttons throughout where they make sense to have.
- Design for your mobile experience first and then write for your desktop users.
- Test and don't let your site die. We build our sites with the best intentions. You need to continually update relevant information to educate and inform your intended audience.
Web designs don't happen because they confuse your audience. Web design standards help convert your audience from window shopping into buyers of your products and services. Only when you stick to standards, do you provide that layer of comfort for your audience.