Seven Aspects of Website Design Crucial to Attracting Customers

When attracting customers or customers, it’s important to remember that every interaction they have with you or your business reflects on your brand as a whole. Your business website is no exception. A website is not just a place to list services and provide contact information. A website helps visitors learn more about your philosophy, operating style, and brand aesthetic, all of which are important for generating interest and engagement.

Ensuring that your website design accurately represents your business and your brand is absolutely essential to maintaining a harmonious cohesion between what the customer sees, what they expect next, and what your business actually offers. So, which aspect of website design is most important for attracting clients or clients? Here is what the members of the Forbes Communications Council advise:

Photos courtesy of individual members.

1. Send a consistent message

A well-designed website should combine brain-friendly design, UI, and messaging. Your website is your primary seller, and while design aesthetics are important, a consistent message from prospecting to closing the sale is an essential part of all marketing collateral, including the website. – Sara Wesche, Revenue Path Group

2. Make it clean and easy to navigate

Having a clean and easy to navigate website design is crucial. Make sure contact information or forms are accessible on all pages to make it easy for customers to reach you. Although I know the trend over the past few years has been to have a one-page website, it is difficult with a single page to maintain effective SEO. I would recommend including important pages like about us, contact, portfolio/products/services and a blog or news page. All these pages will allow you to select enough content and keywords to increase your visibility and reach your customers. -Allison McMahan, Alford Media

3. Use “The Four Second Test”

According to data from Google, Millennials have an average online attention span of 8 seconds, while the younger Gen Z group comes in at a shocking 2.8 seconds. Web design should use these numbers as a guide, presenting key information as quickly as possible. I created a method to test whether or not a website is optimized for a short attention span called “The Four Second Test”. Open a web page and start a timer, then close the page after four seconds. If you can’t answer the question “What was the webpage about?” then the page failed and needs improvement. If users can’t find what they’re looking for in those crucial first moments, you’ll likely lose them. -John Leo Weber, ProjectManager.com

4. Be responsive and user-friendly

Just as internal communication is going through a mobile transformation, today’s websites need to be responsive and mobile-friendly, as many site visitors come from mobile devices. Copy is just as important. We are in the midst of a website redesign designed to provide immediate value to our target audience of communications professionals by speaking to them in a voice they recognize. We found that communicating the value of our software worked 10 times better than communicating about our product. Features are easy to convey, but now our website tells a story and shares our solution in audience-specific language with real people sharing the real success of the product. – Carla Kath, Staff Base

5. Step into the shoes of your audience

Questions around “Will the site create value for the desired audience?” and “Will it be intuitive for them to use?” are definitely at the top of my list. Over the years, I’ve seen many different design approaches and aesthetics come and go. There’s a rigor to website design: it takes time and effort to put yourself in your audience’s shoes and create something special. There is no shortcut. -Tyler Sharp, Lendio

6. Provide good content

The crucial element of a good website is providing relevant content that your target audience finds useful and informative. Your web content should clearly communicate your value proposition. Less is more. Avoid fluff and make sure your content communicates very concisely who you are and what you do. – Crystal McFerran, The 20

Read more in How Small Businesses Can Tap into the Content Marketing Goldmine

7. Optimize your message

A clear and simple message is the most important aspect of a good website. Optimizing your post for search engines and your target market is where the magic happens for your site’s page ranking, readability, and stickiness. – Mary Pat Kavanagh, Terahertz Device Corp.

Daniel L. Vasquez