Marketing Tactics

Tips for designing a user-friendly website for your business

The right website copy and a simple design can make your site easy to navigate.

Published: March 17, 2016

If people cannot easily find you via the internet, they might just take their business elsewhere. But just having a website is not enough. You need a website that will boost your visibility so new customers can find you, and you need to make it user-friendly so existing customers can easily see what you offer. Doing this requires some solid planning and finesse. These tips can help.

Use specific and search-friendly website copy

One of the most important aspects of any website is the copy, or text. A visitor to your website should know within seconds exactly who you are and what you do, even if they've never heard of your company before. 

Use search keywords in your website copy to boost the ability of those searching to find you. In other words, match the copy on your site to what potential customers are searching for. Google has a tool to find good keywords, but there are others, too. For example, if you are a landscaper, neither your visitor nor Google will have any way to know you are a landscaper unless you put that front and center. You might optimize your website copy for terms like "landscape design" or "landscape designer."

You also want to ensure that your website copy is written for your target audience. Speaking to larger business owners is different from speaking to small business owners, so keep that in mind. 

Include pages that humanize your business

People like to do business with other people, so show your human side. This can be easily done by creating an "About Us" page and sharing insights into who you are and why your company exists. Don't shy away from getting personal and sharing details about your life, such as your favorite pastimes or even your pets. The more people know about you, the more they will come to trust you.

Adding customer testimonials can legitimize what you do because they are real-life experiences that others have had with you. Testimonials can sit on a page of their own or be scattered amongst your web pages to remind people how nice it is to do business with you. Please note you should always obtain the customer's permission in writing before publishing their testimonial, and keep a record in your files.

Apply simple website design

Less is more when it comes to web design, and a simple, uncluttered site with lots of white space will likely perform better than one that has too much going on. To help with navigation, include a visible "Search" function on the page and a prominent "Contact Us" link that includes both an email and phone number where people can reach you. 

Also identify the top three actions you want people to take when coming to your site and put them front and center. These could be subscribing to your blog, signing up for a free download, or buying a product. Whatever it is, put it where they'll find it.

Get mobile and social with your website

Google now ranks mobile-friendly websites higher in search results, so it is crucial that your website passes their mobile-friendly test. Having a website that looks good on mobile devices also creates a better experience that will help keep visitors on your site.

Also add links so people can connect with you on social media sites. This enables you to deepen the relationship with your visitors and market to them through additional channels, which can help drive business.

By incorporating some of these simple tips into your website design, you can create a user-friendly site that will greatly enhance your visitors' experience. This can not only help build loyalty to your brand but could also help increase sales over time.