If you want your website to truly engage customers, you need an overabundance of photos, videos, social media links, calls to action, colors, flashing lights, and forms on each page, right? Not even close. The secret to drawing in and converting online customers is actually found in keeping your website as simple as possible.
Top Benefits of Simple Web Design
Think of your website like a hotel. While the flashing lights and neon signs may attract curious bystanders, it’s usually not the best sign of quality. So much attention is paid to the over-the-top advertising and lead generation that very little is left over for good interior design, quality beds, and attentive service.
When it comes to your website, the same is true. You may be able to initially attract the attention of visitors, but the showy nature of your site will eventually turn them off. The average person much prefers a quaint resort to a demonstrative motel. Here are a few specific benefits of simple web design:
- Easy to navigate. Simple sites are easy to navigate because visitors know exactly where everything is. They don’t have to look around for links or wonder what’s clickable and what’s not. Everything is straightforward.
- Clearer message. A second benefit is that your call-to-actions are clearer and more visible. Visitors don’t have to fight through the clutter to discover your value proposition – it’s right there in front of them.
- Faster load times. Practically speaking, a simple website is faster. With simple code and minimal Flash, pages load quicker and visitors are less likely to abandon your site upon entering.
Keys to Simplifying Your Website
With these three benefits in mind, let’s take a look at a few specific and tangible ways to simplify your web design for optimal results:
- Use the 80-20 Rule. As you may know, the 80-20 Rule refers to the fact that 20 percent of your site’s content delivers 80 percent of positive results. In other words, by focusing on the 20 percent that matters, you can better utilize your resources, increase conversions, and simplify your site’s design. By investing in A/B testing and reviewing metrics like bounce rates and conversion rates, you can identify what that 20 percent is and find constructive ways to maximize value.
- Aim for consistency. In addition to designing a website, you’re building a brand. In order to do this, you should aim for consistency. Limit your color scheme to two or three colors and find opportunities to include your logo in subtle ways. Users should be able to click between internal pages and still feel like they’re on the same site. If they feel like they’ve left your site for another, you’re doing a poor job of establishing consistency.
- Eliminate things that don’t matter. If you’re heavily invested in A/B testing and analytics, you’ll quickly realize when an element is useless. When you notice a certain element isn’t producing any results, get rid of it. This will remove distractions and encourage visitors to focus on other high-converting features.
- Trim page count. Nobody likes spending time searching for a particular internal page. If users can’t find the page they’re looking for without clicking on a single drop down menu, something needs to change. You can’t reasonably expect people to click through two, three, or four menus to find the information they want. Fuse similar pages into one and remember that less is more.
At PitchMeHigh, we understand how each component of web design, development, and internet marketing interacts with each other. As a result, we’re able to help our clients develop cohesive campaigns and strategies that maximize resources and increase conversions. For more information on how our team of experienced and skilled industry professionals can help you improve your internet presence, please contact us today!