Your website doesn’t necessarily need a complete overhaul to be effective once again. In actual fact, drastic changes in design or forced adaptations can have the opposite of the desired effect, confusing existing clients and alienating prospective customers. Simply ask yourself these five questions to find out where you may be able to make small tweaks to your site to improve its overall efficiency and most importantly of all, attract visitors to increase profitability.
Are your images relevant, high-res and excellent quality?
Images for web need to be at least 72 dpi (or dots per image) – as this will ensure that they are crisp, high quality and look fresh and vibrant. Blurry, low-resolution, poor quality images undoubtedly scream unprofessionalism and reflect badly on your business and the quality of the services or products you provide – especially if they are in use on an e-commerce site to ‘show off’ what you are selling.
Is your copy fresh, engaging and up to date?
The words on your site are important – even though they are influenced by the design and layout they are accompanied by. People will undoubtedly read the copy on your site to learn more about your business and to ascertain whether they’d like to use your services or not. You don’t need reams and reams of text – but make every word count as everything you do say will be taken into account by busy, impatient users. For this reason, you should keep reviewing your copy to make sure it’s fresh, effective and doesn’t contain any clangers (such as out of date event invitations, profiles for staff who no longer work for you and products you don’t sell or services you don’t offer anymore).
Is the information on your site relevant?
It’s all very well having fantastic copy – but if it’s on another subject entirely to what your business is all about, then it’s absolutely useless. If needs be, ask your customers directly what information they wish to find when they visit your website. Your idea of what might interest and engage them may be different to theirs – and you also may find yourself tempted to tell clients everything about your business when they really only want and need to know crucial snippets of information which will ultimately influence their decision.
Are there enough pages (or too many?)
A small yet incredibly valid point. Sites with lots of unnecessary pages are irritating and hard to navigate for users – so make sure you condense information into several pages rather than having an individual page for every single little bit of information you wish to convey via the website. If you’ve taken the steps above, you’ll have reviewed the relevancy of the copy on the site, so any information you do include should be of interest to anybody landing on your site. Similarly, identify where you might be missing information – and ensure you have all key pages present, including a contact page, about page and an engaging home page.
Is the site easy to navigate?
Many businesses afford little thought to navigability and usability – yet this is a key factor in turning visitors off your site, compelling them to leave and never return. Once you’ve ascertained what your absolute minimum and absolute maximum number of pages is, then decide which order your customers want to visit them in – not which is most important to you. There is a logical order which most websites follow – but you might find some pages rank higher in relevance and importance to your clients than you had thought previously.