How many times have you ever visited a website for the first time and purchased something right then? Probably never, right? Especially if the services or products sold by the company are a tad – shall we say – pricey?
Nope. Instead, you looked around the site because you’re thinking of buying a product/service that solves a problem you’re having, or helps you move towards a goal you want to reach. So you seek out information on the website, and if and when – and only if and when – the website answers your questions/concerns, will you buy.
In other words, you went on a journey: the buyer’s journey.
What makes a website successful? A design that answers a visitor’s questions, providing them with the information they seek. The tasks all business websites must accomplish boil down to the answering the questions the visitor has.
Business Website Goals
Your company’s website must be able to lead a visitor through the buyer’s journey. It must answer all questions: who you are, what you do, how you do it, why what you do is valuable, and so on.
Your website design also must help your prospect travel through your funnel, and do so smoothly: they know exactly where they’re going whenever they click on a link or menu button.
They also shouldn’t be forced to talk to you or contact you. That means your prospect should find the answers they seek by, for example, finding answers you provide on a prominent FAQ page, or via a blog post that answers one question and leads easily to answers (via links) to other blog posts talking about another aspect of their information quest.
Your website design also needs to be easy to navigate: a visitor needs to never guess how to find what they’re looking for.
The Five Elements of Website Success
Your site should represent your brand at its best. To help it do so, here are five crucial elements of a business website:
- Know your goals for your website and design it so that it meets those goals.
- Design your site around your prospect personas.
- Discover the keywords your prospects use to find the services/products you offer and use them in your website optimization.
- Offer content filled with the information your prospects seek.
- Make it as easy as possible for your site visitors to find the information/pages they want.
In other words, your site should help them help you: a well-designed business website will lead them along their buyer’s journey to become your customer!