Recipe how to create an excellent website

06.12.2017 by Karolin Kondrat

With the business conditions of today, every company needs a website that is oriented towards excellent results and directs visitors to do specific activities. This means that just a beautiful website isn’t good enough anymore. But how to understand, whether my website is good. To find it out, I interviewed our UX designer Tanel Eero. He explained the common mistakes in web solutions and gave recommendations how to create excellent web pages.

From the UX designer point of view, what are the common mistakes in web solutions?

If we take user experience into account, there are clear principles which help to ensure good results. The biggest mistake is when you don’t consider your website visitors. Meaning you don’t think about your target audience. But you should definitely do that – you should think what they want to do on your site, what kind of information do they need to do that and at what point in time do they need it.

Related to the first, the second mistake is the structure. Quite often information that isn’t relevant to the target audience is shown on websites, or too much information is placed into one view. That’s a mistake because irrelevant information makes it harder for the visitor to consume content and directs them away from their desired activities.

For instance, people mostly go to the tire change websites to book their appointment for the tire change. So, they want to find contact information from that website, not an instruction how to change tires. It’s a simple example, but it clearly shows the goal why visitors come to this website and what kind of information do they need to accomplish that goal. You can also have several objectives, why visitors come to your site. But keep in mind that each objective helps to determine what type of information is essential for the visitor and how to present it.

What are your recommendations to create an excellent website?

An excellent web page is like a delicious meal. All the ingredients in the recipe have to be exactly right – in the right amount, properly put together, correctly cooked and served. An excellent web page is created when all the components are very good and properly put together. The main thing is that you have a certain recipe to follow and you don’t discover in the middle of making a sandwich that you need a pie instead.

When you create a new web page, all your decisions are somehow theoretical. But when the web solution is ready, you can analyze what works, and what doesn’t and make your decisions based on that.

Which simple but essential indicators everyone can analyze on their websites?

google-analyticsEveryone can keep an eye on the website’s most popular content and on the traffic channels to these pages. These numbers show you what’s interesting for your visitors and help you make decisions on what you should put more emphasis.

Another aspect to analyze is the speed of your site. If your website is too slow, your visitors leave and go to your competitors’ websites instead. Also, slow speed can have an effect on your SEO (search engine optimization) results. So, you should keep an eye on the size of your website’s photos and videos because that’s one thing which affects the speed of your site.

Another thing everyone can observe is how your content is presented. Don’t use long text blocks. That makes it harder to consume your content. Also, use italic or bold in your text to emphasize some messages. Don’t forget to use visual elements as well.

How to create a positive first impression with your website?

Whether we like it or not, we often evaluate web pages based on our emotions. Thus you should think which creates the first impression on your site. Today we can see many websites which have only one big picture or one message with a colored background on their homepage. The purpose of this is to guide the first impression of the visitor because the initial impression is created already with 50 milliseconds.

So, it’s crucial to create a website that welcomes your customers with positive, pleasant and trustworthy impressions. And you can do that with visual elements like colors, pictures, videos, etc.

portfolioWhich elements on website create trust?

Different studies show that talking about yourself doesn’t help to create trust. In the era of fake news, no one takes it seriously.

What creates trust is the third party input. The more relevant it is, the better. For example, you should bring out your clients on your website. It’s even better when your clients have said something positive about you (testimonials). Another element that helps to create trust is your portfolio. Show to your potential customers what type of projects have you already done and what has been the results. Also, awards are a great third party recognition.

How often should you update your web page?

It’s foolish to think that in today’s world you make a website for your company and five years practically don’t change anything there. And after five years create a new website from scratch. Nowadays, web technologies are advanced enough that you don’t have to build a new website after some time entirely.

Instead, when creating a new web page, you should have a mindset that you can regularly improve and update your website. It’s rational to observe how can people manage on your website, analyze the results and based on that make your decisions. By these decisions, you can make changes on your website to make it better. A website is an essential tool for companies, so it’s rational to update it regularly. So, I would say that you should update your website continuously according to the needs.

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