You should be constantly seeking to drive better performance from your website. If you don’t, you risk falling behind your competitors. Of course, there are multiple ways of improving performance including looking at your SEO strategy, PPC strategy, and digital marketing strategy. Website design is essential too.
Below are 10 tips you can use to refresh your website design with the aim of improving its performance.
Before going into the tips, however, it’s important to point out that this is 2020. So, we are starting this guide from the basis that your site currently has a professional website design that you now want to optimise, refresh, and improve.
If you don’t have a professional website design, your best approach is to refresh the whole thing by getting a new website for your business.
Assuming you do have a good website design foundation, however, here are key improvement tips you can implement now to remain competitive in 2020.
1. Review & Update the Mobile Experience
When you think of your website, do you think about how it looks on a desktop computer or laptop, or do you think about how it looks on your phone?
For businesses in most industries, increasing numbers of people are now accessing their websites on mobile devices. So, there needs to be a corresponding increase in focus on the mobile experience of users.
In many situations, this means prioritising the mobile experience over the desktop experience.
Crucially, you need to move beyond straightforward responsive website design. Responsive website design is a technical solution – an effective technical solution, but a technical solution nonetheless.
Instead, you need to properly view the mobile experience of your website from the perspective of visitors.
Are all the buttons and links easy to tap? Does the navigation work? Is it easy to read the text? Is it easy to complete forms? Is your phone number clickable? Etc.
2. Review & Update Customer Interaction Elements
Go through each customer interaction element as if you were a visitor to your website. This includes completing the various forms on your website, purchasing a product through your shopping cart and checkout, signing up for your newsletter, etc.
Do you think the processes are smooth and easy to understand? Did everything work as expected? Was there anything at any point that might have made a visitor stop or change their mind?
3. Go Through a Speed Optimization Process
Website speed is as important in 2020 as it was in 2019, 2018, 2017, 2016, etc, etc. You get the idea.
Therefore, go through a speed optimization process to ensure your website design facilitates the fast loading of pages. This will include running speed tests and then making any necessary changes to improve speed performance.
Following on from the first tip above, don’t neglect the mobile experience when going through this process.
4. Update and Add Content
Much the same can be said about content as speed optimization, i.e. it is as important in 2020 as it ever was.
If you have good content already, refresh it, enhance it, and update it where you can.
If your content is currently lacking, update it and add new content.
If you have content that is missing, add it.
If you have duplicate content on your website, great unique versions (this includes product descriptions).
If you don’t have a blog yet, add one and start posting blogs.
If you have a blog but haven’t posted in a while, develop a content marketing strategy and start writing and posting.
5. Update and/or Add Testimonials
Testimonials are powerful tools as they give visitors confidence in your abilities and the products/services you offer. Therefore, update your existing testimonials and add new ones.
If you don’t currently have testimonials on your website, add them. You should feature them on your homepage and, potentially, on a dedicated testimonials page.
6. Update Slider Images or Hero/Banner Images
Slider images or hero/banner images are often the first thing that visitors see when they arrive at your site. If yours have been there for a while, updating them will give your site a fresh look.
7. Add Video or Animations
You should also add new videos or animations to your website as they are powerful visitor engagement tools. Remove any that are no longer relevant, update those that are out of date, and add new ones where you can.
8. Review & Update the Navigation
Websites often grow, expand, and change over time. This results in changes to navigation.
When, however, was the last time you reviewed the navigation of your website to ensure it makes sense, is easy to use, and helps visitors find what they are looking for?
Doing so and making any necessary improvements will refresh your website design for 2020.
9. Review Calls to Action
Have a look at the calls to action on your website too. Are they working? Are they compelling or do they still use uninspiring phrases like “Find out more” or “Contact us”? Update them where you need to.
10. Review Your Value Proposition
What happens if all the above are there or thereabouts, but you are still not happy with the performance of your website? The problem could be your value proposition. In other words, are you offering visitors a compelling enough reason to be interested in what you have to say or offer?
If not, you may need to look at this before anything in relation to website design.
Website design should be a continual process where you seek to refresh and improve wherever you can. The 10 points above are an excellent place to start for 2020.