The many benefits of improving your website user experience
Shruthi Margassery, Digital Specialist
Every Australian business needs a website to showcase its services or products, and all websites need to provide a great user experience, otherwise, the money invested is wasted.
In the recent Federal budget, the importance of a business website was reiterated when the Treasurer announced that all eligible businesses can deduct $120 for every $100 they spend on services that support their digital capability, which could include spending on websites.
The Government said more than 3.6 million businesses with an annual turnover of less than $50 million would be able to claim an additional 20 per cent deduction on costs incurred on business expenses and depreciating assets that support “digital adoption”.
Why do you need a best practice website?
A best practice website provides visibility for your business, superior digital performance, and ultimately a great user experience for your customers and potential customers.
There are many reasons your website should reflect your business.
First impressions count
Potential customers will look at your website when they are deciding whether they want to do business with you or buy from you. This could occur either before or after they meet you or visit your store or office, but if your website doesn’t reflect your product or service they may look elsewhere. A professional website can also increase your credibility by proving you are an active Australian business with current contact details.
No website or a bad website means you may lose business
If you don't have a website, you're missing out on opportunities for customers to identify who you are and if they want to spend money with you. As well, having a dated or poorly constructed website can also be detrimental to your chances of attracting new customers.
Generate quality leads
If you don't have a website, you're missing out on opportunities for customers to identify who you are and if they want to spend money with you. As well, having a dated or poorly constructed website can also be detrimental to your chances of attracting new customers.
Expand your reach
With a professional online presence, your reach can be expanded well beyond your suburb, city, state or even country, depending on your target market.
What makes a professional and functional website?
Many aspects come together to make a professional and functional website including design, function, content, imagery, ease of use and more.
Well designed & functional
Your site should reflect your brand, and your products and services, so your website needs to be visually appealing, polished, and professional. Utilise white space and uncluttered layouts with quality photographs and graphics to let your message shine through.
Just as important is the speed of your site to load. The old adage ‘pay peanuts get monkeys’ is very true with website services so if you spend very little on a business website it is unlikely to do the job you need it to do. Every page needs to be fast and functional and look good too.
Easy to use
User Experience (UX) plays a major role in encouraging users to visit, understand and stay on your website. All websites should include obvious, logical navigation with a clear hierarchy. Look at other websites that have these qualities and learn from other organisations’ websites including your competitors.
Websites tend to have trends, almost like fashion trends and successful companies will follow those trends. Website users then get used to a particular type of layout so if your website follows the same trend, users will find it easier to navigate and find what they are after.
Optimised for mobile users
Research tells us that many internet searches are conducted on small mobile devices so your website needs to be optimised for mobile users. Optimising for mobile will improve both the experience of your visitors and your Search Engine Optimisation (SEO) rankings.
Use fresh, quality content
Assume your customers and potential customers will have a very short attention span and create copy that is succinct and interesting. This will depend on your audience and what you are trying to convey so use language that makes sense to your users. Make sure your content is free of typos and accurate and keep it up to date.
Including blogs and social media updates are great ways to add fresh content, which keeps visitors returning and helps with SEO.
Optimised for search
So you’ve done all the work to set up a great looking website that reflects your business and brand, but you also need to attract people and that’s where SEO comes in.
Even if you’re not an SEO professional there are small things you can do to make sure your copy is searchable. There are many tools available online that help you identify the words and questions that potential customers use in search engines to find businesses like yours.
Icon can improve your website's user experience
Icon's content, creative and digital teams work together to create and optimise websites that deliver results for B2B businesses, large and small.
Read more about the work we do for our clients, drop us a line or call us on 1300 138 984 for a free audit of your cross-channel marekting.
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