A website is a key element to any business, particularly at the moment where more and more businesses are looking at ways in which they can move their offering to online during the pandemic. There are going to be manay businesses that are going to be looking at ways in which they can offer their services as online workshops and courses and others that will be wanting to set themselves up with an ecommerce site.
When looking at a move like this it is important that you consult with your Brand Strategy Agency to make sure that your branding is consistent across any new platforms that you are creating and that you are developing these with your target audience in mind.
There are a couple of things to think about when developing a website.
- Design – make sure that you don’t go overboard with the design. Particularly as this needs to be representative of the types of clients that you have. You should think about this customer persona when you look at the website design.
- Devices – make sure that you test your website across a number of devices including mobile and tablet as well as traditional desktop as you will want to ensure that it works on all platforms. Particularly as search engines such as Google are going to be looking at mobile platforms much more favourable than those that don’t function so well on phones.
Why a business website is worth having
Before getting into design choices, it helps to remember why the website matters. When most people want something, the first thing they do is search online, so a business without a website risks missing out on customers altogether. Having the site built professionally saves time and makes sure the right information is in place from the start.
The first benefit is reach. A website means you can be found by anyone, wherever they are, so far more people get the chance to see what you offer and become customers.
The second is brand. A website is one of the best places to show off your branding and stand out from competitors, and a strong online presence is a key part of successful branding. The third is credibility. First impressions count, and a business with a good website comes across as more professional and is taken more seriously. That can open doors and help the business grow, which is why the design deserves careful thought.
Designing for shoppers on mobile
If your website sells products, more of those sales now happen on a phone, so the mobile version needs as much thought as the desktop one. Customers expect to start browsing on a computer and pick up on a tablet or phone, finding the same deals, the same wishlist and the same checkout. The design should feel consistent across both.
Think about who is buying. Price conscious shoppers such as students respond to visible savings and regular sales, while people who follow brands and trends want a highly visual experience. Navigation should be simple: a clear search box plus an off-canvas menu that opens at the push of a button, which most users already understand.
Product photography shapes how buyers see the whole site, so show individual parts of multi-piece items and consider 360° views, while keeping image files optimised so pages load quickly. Text should be readable without zooming, and buttons such as “Add to cart” need to be large enough to tap comfortably on the move.