Don't go straight to your competitors' sites to research the features you would like to copy in your own new web site. (C'mon. You know were thinking about it. My prospects do it all the time!) Instead, look at web sites in complimentary industries to find the styles and components that you want to mimic.
If you're a realtor, look at the web sites of home builders. If you're a lawyer, look at tax accountants' sites. If you sell designer jewelry, look at the sites for high-end clothing boutiques. You get the idea.
When reviewing these sites, be sure to take detailed notes that you can bring to your web designer. Pay close attention to the following:
The color scheme of your web site is actually more important than most people realize. With today's technologically advanced browsers, it's easy to assume that you have free reign to use any colors you choose. But that's not necessarily the case.
When reviewing web sites for color schemes you might want to mimic, answer the following:
Color Scheme
- Do the colors offer a high visual contrast that makes the text easy to read?
- Do the essential elements, such as navigation, search, site sections, etc, pop off the screen and stand out easily?
- Is there an easy to follow eye path that leads the visitor through the page?
- What feelings do the colors evoke as you casually scroll through the site?
Navigation
No matter what industry you're in, intuitive navigation is critical to the success of your web site. When you're working with your web site designer, you absolutely, positively must take a stand on the issue of navigation! Web designers often frown on navigational elements, thinking they "muck up" their pretty designs (ah, the artistic temperament!) But what good is your web site if your visitors can't quickly and easily find what they're looking for!?
When reviewing complimentary web sites, look for navigation options that are easy to locate on the page. Choose consistent placement and logical organization. Your designer may want a navigation bar that "blends in" with the rest of the design. Instead, steer him to sites using navigation that can be found immediately upon logging on to the page.
Readable Text
You'll find that the easy-to-read pages use plain and simple text. (Here's another issue where you might butt heads with your designer.) Pay attention to the formatting of the page text.
- What type of text-alignment is being used?
- Is the page easy to read, or do you find yourself getting eye fatigue?
- How many different text colors are used?
- What is the background color?
- How long are the blocks of text?
- How many sentences are in each paragraph?
- What organizational scheme is used for body copy?
Calls to Action
The most important element of any web site is the call to action (CTA). Look for the following:
- Does the call to action look like a button, or is it plain text?
- Where is the call to action located on the page?
- What colors are used to draw attention to the CTA?
- Is the call to action immediately apparent or is it subliminal?
Industry Conventions
While you don't want to completely copy your competition, you do want to pay attention to what others in your industry are doing with their web sites. Why? Because that's what your visitors will be used to. Remember, you have approximately 5 seconds to capture your visitor's attention. Don't confuse her with non-conventional design and usability schemes.
Does your industry use a 2-column layout? Are there specific words, phrases, colors or graphics that must be used? Is a consistent alignment required? Does video dominate your industry? The point is, you want your user to know right away that she has landed on the right page.
When designing or redesigning your web site, don't let your designer intimidate you into settling on a pretty but ineffective design. Remember, many web designers are graphic artists with little or no business background. It's best to have some ideas of what you're looking for ahead of time to improve your web usability and conversion rate.
Karen Scharf is an Indianapolis marketing consultant who helps small business owners attract and retain more clients. Karen coaches and trains website owners on various tricks and techniques that have been proven to increase website conversion. She offers coaching programs and a Marketing Makeover to turn your ineffective advertising into a profit-pulling system. Grab your FREE checklists, whitepapers and reports at http://www.ModernImage.com And learn the professional secrets to successful web site marketing at http://www.SuccessfulSiteSecrets.com
