The key to a successful website is the layout. When a small business website has a well-designed layout, it produces great results in website traffic, user engagement and retention and conversions. In fact, these are all connected. Conversions, such as form submissions or purchases, are closely related to user retention. The more people who visit your website for longer time periods, the more likely you will see an increase in website conversions.
So how do you know if your small business website is working hard to produce positive results for your small business?
Good user experience
User experience (UX) is the entire process of designing a website to ensure users have a great experience on the site, feel valued as customers and are motivated to return to the website time and time again to browse or purchase a product.
When your small business website is designed with UX in mind, people are much more likely to be loyal to your business because the website meets their needs. In addition, they will likely share content they discover on your website with family and friends.
Although load times, clear navigation, branding elements and usability all contribute to user experience, the layout is essential to delivering a good user experience. A great web designer builds responsive small business websites with enhanced UX by ensuring the layout enables the website to perform well across multiple platforms, such as mobile, desktop or tablet. This ensures optimal performance across the website.
Success with search engine optimisation
Search engine optimisation, also known as SEO, is a major contributing factor of a successful website. Without a good layout and fundamentals of on-page SEO, it is difficult to perform well with SEO. It also impacts how you publish content on web pages and blogs on your website and how search engines crawl and index your small business website. This can result in minimal visibility for your website across major search engines, such as Google.
With a good layout as your foundation, your website is positioned well to perform well in SEO. This can result in significant growth in website visitors and in turn, loyal and returning customers.
Delivering great customer service
People judge a business by their first impression. When a customer walks into a brick and mortar store, they observe how the store is laid out, the selection of products that are on display and the quality of customer service provided by staff.
In the same way, a small business website can often be the first touchpoint for a potential customer. It acts as a customer service representative for your small business. If the website has clunky design or is difficult to navigate, visitors to your website may assume it reflects the quality of your small business and will not return to your website in the future. However a website with a clear layout, easy-to-use navigation and a bright and inviting design can make website visitors feel welcome when visiting your small business website, leaving a lasting positive impression on them.
Last but not least, it is important to stream back to what the main purpose of your website is for – generating conversions. Whether it be for online purchases, enquiries, mailing lists, your website should prompt visitors to take the next steps of interacting with your business. Think of this as your customers walking into your physical store and are now ready to try the clothes on or walking up to the counter to purchase something.
So what’s next? Combined with a well UX designed website, SEO and great customer service – the following conversion inclusions are the perfect icing on the cake that are fundamental to a high-performing website layout:
- Call-to-Action Buttons
- Social Proof
- Correct Imagery
- Clear and Easy to Understand Language
- Unique Value Propositions
At Lumos Marketing, we are dedicated to providing honest, reliable and simple solutions to small businesses. Our simple, high-converting websites are built with user experience in mind with quality layouts to encourage visitors to stick around on the website and engage with small businesses.
Need a new website or a refresh of your existing one? Schedule a free consultation call with us today: https://lumosmarketing.com.au/contact-us/