Everyone always says to make a good first impression, but that saying isn’t limited to face to face meetings. It also applies to the web. When someone visits your website what is their first impression of your company? Do they think your company was left behind in the Stone Age because your website looks old? Any company that is serious about doing business on the web needs to make sure that their web site represents the essence of their company.
Many companies have put up websites that look awful, but their actual company is really great. How does a company fix the disconnect? First, the website needs to be user friendly. When visitors come, the navigation needs to be clear and concise. This allows the visitor to navigate and find the information they want and need. Nothing is more frustrating than trying to figure out where to go on a website, and clicking on buttons that lead them in circles. It’s like a person walking into a revolving door to get into a building, but every attempt they make either keeps them spinning in the door or leads them back outside. A website needs to be like a welcoming committee at an event that tells a visitor where to go and how to get there.
In addition to knowing where to go and how to get there, visitors need to know that your company exists. Your company could have the best product or service in the world, but if no one knows how to find your website then it won’t be a benefit. Many companies put together picture pretty websites, but they have no keyword density on their pages. Every website should be built with SEO in mind. After all, it’s like having free leads sent to your company. If a company, puts good keyword rich content on their website, (without spamming) then they have a better opportunity to show in the organic search engine listings. Moreover, to complement their high organic rankings, a company can run a paid search campaign that directs visitors to their website. If a company’s site is easy to navigate and people know how to get there whether it be through paid search and/or organic listings a company is on the right track.
Another important factor that goes hand in hand with good navigation and being found is functionality. If a company’s site has good content and navigation, but there are dead links and certain pages of the site don’t work, then a user can get frustrated and leave. It’s frustrating to a visitor not to know how to navigate a site, but it’s even more frustrating to know where to go and not be able to get there.
When building a new website or revamping a current website, remember that your website is your digital business card. If it looks old and doesn’t have intuitive navigation people aren’t going to stay around long.