What Makes a Successful Website?

By Gabbie Diassi, Senior Account Manager

Have you ever loved a brand, but hated their website? For many, a bad experience with a company’s website can negatively impact the brand image and oftentimes even stand in the way of transactions. There are a few key items to consider when designing your website, especially if you want to seamlessly integrate your social media pages.

Design

Many marketers will go about selecting a layout by what looks the flashiest. Unfortunately, flashy doesn’t always create a good user experience. You might think that the 30 second video you have on your site that plays before the user can enter is a work of genius, but to some customers it might be a huge waste of time and might actually make them bounce off your site before completing a transaction or finding the information they needed.

Mobile Responsive

More and more users are accessing social media and websites while they’re on the go. It’s really not enough anymore to have your desktop site be accessible from a mobile phone or tablet. Make sure your website is mobile responsive so it can easily adapt to the mobile interface and still service your customers or potential customers.

Navigation

Similar to design, you might think it’s ideal for users to scroll through a ton of information before they get to the link or section they ultimately came to your site for (it’s good for your site time metrics too), but in today’s world, people need to be able to click quickly. Make sure your navigation tabs are obvious. Don’t bury tabs within tabs. This should be intuitive for the user. Don’t make them guess where they should be clicking.

Information

Make sure you don’t bury information in your website. I can’t tell you the number of times I’ve been on a brand’s website looking for an email or phone number and it is nowhere to be found unless I specifically search for it. Make it easy for the people who want to do business with you! Echoing off the navigation tabs, the layout of information on your site should be completely intuitive.

Tracking

If you utilize Facebook, there is an easy way to track the amount of traffic to your site that results from a customer first seeing your Facebook content. Placing the Facebook Pixel on your homepage will provide you with another set of information regarding post effectiveness. For example, the pixel will be able to tell you if one of your posts was responsible for driving more traffic to your website than others. Also, take advantage of the pixel “events.” For example, you can add the Lead or Complete Registration events on the appropriate pages of your website.


Have you had a great website experience or a bad one? Share your thoughts and tips below!