Web Design for An Online World - Part I
Four questions that tell you if your website is helping or hurting your business.
This article is written for small to medium businesses.
Everything is online.
As the world adjusts to work, shop, learn, play while staying home, the shift that was already midstream, has accelerated at a breakneck pace.
Everyone is online. Every business (almost) is online. We shop, socialize, decide what to eat, visit the doctor and attend classes online. Our family connections, news, work, games and classes are there. Adapting to the online reality is critical for the survival of businesses and organizations.
Some will adapt well, and for others, it is going to be rough.
Adapt or Die
In his 1859 “Origin of Species,” Charles Darwin introduced the principle that it’s not strength that determines success, but the ability to adapt and adjust. “It is not the most intellectual of the species that survives; it is not the strongest that survives; but the species that survives is the one that is able to adapt to and to adjust best to the changing environment in which it finds itself.”
This is as relevant today as it was way back when the internet crushed brick and mortar and streaming obliterated CDs and DVDs.
Is your website your company’s best 24-hour salesperson?
In this new reality, we make buying decisions through online research long before we contact a company offline about products and services. We don’t walk in to dine or shop the way we used to, and that is not going to change. The same is true for business to business.
Your website and online profile is your 24-hour salesperson. If it is not responsive or hasn’t been updated, it is working against you.
When your website doesn’t match who you are, and what you are selling, there is a constant battle to unravel misconceptions and convince prospects you are better than what your website shows.
B2B sales are shifting online
Historically, B2B sales in many industries happened in person. Investing in trade shows and travel for sales meetings often took priority over spending on website design and content. Constantly on the road, sales reps relied on equipment demonstrations and visits with engineers and project managers in the field. Enter coronavirus and sales had to shift online overnight. Webinars replaced face to face. Training sessions and demonstrations are reduced to video. Without in person presentations and field visits, digital website content is even more important in the decision making process for B2B buyers.
Source: ThinkwithGoogle
An effective website sets an instant perception and leaves a lasting impression about what it is like to do business with your firm. It should be a power tool that’s always available, whenever and wherever your prospects are. Prospects who check out your site should be able to get their questions answered, learn why you are better and move along the sales process at their own pace.
A weak or outdated website creates negative perceptions that your sales team will have to work to overcome.
Can you afford not to dedicate resources to upgrade your website to be an effective sales tool?
These four questions will help you determine if your website needs an upgrade.
Is your website responsive, aka mobile friendly? Does it adapt automatically to the size of the viewers’ screen?
Does your website reflect an accurate, and inspirational image of your company and brand?
Does your site immediately answer the visitor’s basic questions with current, easy to read content?
Are you utilizing multiple ways to engage and attract leads from your website, as in blogs, white papers or social media?
We will discuss the first two questions in Part I and the final two in Part II of this series.
Is your website responsive, aka mobile friendly?
On a desktop, large monitor, phone, or a tablet, a responsive site automatically adjusts itself. The graphics, images and content adapt in size and interface so that users can find what they are looking for no matter what device they are using. Instead of designing multiple websites for different screen sizes, when we design a website using Squarespace, the content scales up or down automatically to match the device it’s being viewed on. Images adjust from small and stacked on a phone up to the size of a large monitor.
Look at your website on your smartphone.
Source: Statista, 52.6 percent
A responsive site that is frequently updated is the single most way to improve your website's usability. Google is penalizing sites that aren't optimized for mobile devices, making the need for responsiveness even more crucial. If a website is not responsive, it will be kicked to a lower ranking in google searches.
And speed matters. You have about one second. If a site has not loaded or is difficult to read on a smartphone, users will leave, according to Google’s Think Insights on mobile.
If a user lands on your website using a mobile device and is frustrated or doesn’t see what they are looking for, there’s a 61% chance they will leave immediately and go to another website (most likely a competitor).
Does your website reflect an accurate, inspirational image of your company and brand?
An effective website instantly addresses who you are, what you do, and how to make contact.
The first glance of your website is a mirror into users’ instant impression of your company or organization.
With the vast majority (85% of B2B customers) searching the web before making a purchase decision, your website is most likely what others use to make a first impression.
Is there a high quality banner image or graphic and headline that rapidly communicates what you do? What does the user see in the first 2-3 seconds of looking? Are they high quality images with a consistent look and feel? Do they serve a purpose?
Does your website project an overall consistent image that makes you and your employees feel proud? Positive first impressions lead to higher satisfaction.
The initial impression that a user gets from your site can have a priming effect on how they perceive future interactions with your business. Research shows that positive priming can boost user satisfaction and, as you might expect, negative first impressions put a significant drag on user satisfaction.
The look and feel of your website are the primary drivers of first impressions.
The quality of a website leads to immediate judgements about a company and products. Outdated digital content translates to out of date products or unresponsive customer service.
User experience matters. ‘Maybe they just don’t care enough to invest in a great website.’
Ask for some honest opinions from at least a couple folks under 25 and over 55. What is the first impression they get from reviewing your website? Where do their eyes focus? Do the main images and text create an aspirational vision of what the organization does? What message does it say to visitors who don’t know much about the company? Is it easy to find contact information, navigation and links from a phone or PC?
A well designed, inspirational website goes far towards instilling trust in your business.
Source: web credibility research from Stanford University.
If the first impression does not clearly communicate and set an aspirational vision, can you afford the consequences of a website that leaves a lackluster, or negative perception?
Every business should have a website that is a 24 hour power sales tool.
Great design and clear communications are power tools to help you improve your triple bottom line: a positive impact for people, planet & profit.
Our series continues with Web Design for an Online World, “PART II.” Join us as we dive into the next two questions:
3. Does your site immediately answer the visitor’s basic questions with up to date and easy to read content?
4. Are you utilizing multiple ways to engage and attract leads from your website, as in blogs, white papers and social media?
We will share the three critical content questions your website must answer in an instant. You’ll learn tools that help engage leads and move them along the sales funnel.