Websites are one of the most effective ways for businesses to reach out to their target audience. It allows them to increase their brand visibility, brand image, and revenues. However, when the target audience has a million options to choose from, the business must take steps to increase the website’s visibility.
That is why you need to know how you can improve your website’s appearance so that it can stand out from your competitors. In this article, we are going to talk about three such ways to tweak your business website to get your target audience to stick around for longer and perform the desired action.
The first thing you need to ensure is strong branding for your business. It should be a part of your website’s design, as well as a part of every digital marketing activity or campaign. You must ensure that your branding creates a lasting impression for your business so that you can benefit from more conversions. Some of the ways to achieve that are as follows.
Connect With Your Target Audience
While you develop your branding strategy, the first step is to recognize your target audience so that you can connect with them. Once you have identified your target audience and their needs, you will be able to focus your website’s design towards them and portray that your company can fulfill the requirements.
Highlight a Unique Selling Proposition
A Unique Selling Proposition (USP) can help the target audience distinguish your brand from your competitors. A USP must be able to portray the strengths of your company and meet the demands of your target audience. Make sure that you highlight your USP on your website so that it draws the attention of your target audience.
Share Your Experience
The elements of a website’s design might not always be adequate to portray your experience in the field. Therefore include a blog section where you can highlight your expertise and provide valuable information. Your target audience will appreciate you sharing some tips with them as well.
Create a Visual Impact
Visual elements are powerful agents to convey your message to the target audience through your website. Using images and videos strategically can improve the impact of your web design and make it stand out from your competitors. These are some of the ways to achieve that.
Use High-Quality Images
Ordinary images might have been sufficient to create a visual appeal in the last decade. However, these days digital cameras have advanced a lot. Therefore, make sure that you use photographs with decent resolution and high dynamic range.
Keep in mind that larger images can slow down your website, so use a compression tool or limit their size. You can use pictures of your surroundings to portray the local community. Or you can also introduce yourself and your team through the photographs.
While images are a great way to create visual appeal on your website, videos are better. Most customers prefer to watch a video about a product or a service before they purchase it. You can either use a promotional video or use a professional-looking user experience of your product or service on your website.
Make Your Website Accessible
Using visual elements in your website’s design can certainly increase its appeal. But while you do that, do not forget to include users with accessibility problems. You may not realize it, but people with disabilities can constitute almost 20% of your target audience. If you choose to ignore them, you might be losing a lot of revenue.
Making a website is not only good for your business, but it is also a matter of legal compliance. Title III of the Americans with Disabilities Act (ADA) demands that all business websites must be accessible to people with disabilities. Failure to do so might attract an ADA demand letter or an expensive lawsuit.
While there are companies like accessiBe that can automatically make your website compliant with ADA and the latest guidelines, you can also take a few measures yourself.
Make the Images and Videos Accessible
When you include images and videos in your website design, make sure that they are accessible to users with disabilities. Use alt text attributes for all the vital pictures on your website. Videos must have supporting captions and transcripts that can be accessed by assistive devices like screen readers.
Optimize the Visual Elements
Make sure that you use enough color contrast for the visual elements, especially for the text with the background. You must also ensure that the font size is easily readable by people with visual impairments.
Organize Your Website
The layout and hierarchy of your website must be organized and logical so that it is easy for everyone to follow. Also, ensure that the navigation is accessible with the tab key, and it follows a predictable pattern.
Use Alternatives to Color
Websites often use colors to highlight elements like hyperlinks. When you have such hyperlinks on your website, make sure that you use additional ways to distinguish them, such as using an underline.
Don’t Use Standard Templates
Standard templates often use flash, which is not accessible to users with disabilities. Therefore, use custom made designs that are clean and simple so that they can be accessed easily by all kinds of customers.
One of the best ways to make an impressive website design is to look at some examples and get inspired. While there are several ways to make your website stand out, you must put yourself in your customer’s shoes and anticipate what they might be looking for. In the end, your objective must be to fulfill your customer’s requirements, irrespective of their abilities.