As the impacts of COVID continue to unfold, one of the many unexpected effects was the migration online. Businesses from all industries have had to pivot online in order to stay open. In an increasingly crowded virtual marketplace, it’s getting harder to have your business found and engaged with in a meaningful way by consumers.
With the increase in competition online, there are UX best practises you can deploy on your website to ensure your users have a positive experience and are likely to return.
Between designers going wild with colour palettes and marketers wanting to A/B test button colours, it’s easy for your website to go off the rails. The purpose of a website is to communicate with your audience so you want to ensure readability. Make use of ample space between sections, use icons to split up large blocks of text, and ensure line spacing is 130-150% to help make the information digestible.
Whitespace can also be used to guide the user’s eye. Strategic use of colour and additional elements can encourage a user to look in a certain area, which is only made possible because there are no other distractions thanks to the whitespace.
Google does a great job of this on their search homepage.
Have Clear CTA’s
Your website is a one stop shop for everything related to your business. Don’t confuse users by sending them all around your site. Instead, have a clear goal for each page which are supported by the content and site design. Guide your users where you want them to go through direct language and clear visual cues.
If you want to drive contact form submissions, put a link to the contact form on all of your pages and a link in the navigation bar. If you want users to browse new products, add a section to the homepage promoting new items.
On our website, we wanted users to visit our case studies page which is why we used an arrow symbol, concise copy, and a contrasting button.
Create Brand Guidelines
From your tone of voice, to colour palette, you’ll want to make sure your site has one cohesive look and feel to it. A great way to do this is by creating brand guidelines. Formalizing your mission statement, target audience, tone of voice, colour palette, typography, and image style, will help guide the choices you make on your website. The document also serves as a helpful resource for new employees and vendors who can reference the guide whenever they have questions. Finally, it serves as an accountability tool to reference whenever a new idea or design is pitched.
Hubspot compiled 21 brand guidelines as inspiration which you can check out here- https://blog.hubspot.com/marketing/examples-brand-style-guides.
Use Original Photos
Two ads ran in an Indian newspaper ahead of Diwali, one of the biggest holidays in the country, side-by-side using the same stock image of a family celebrating Diwali. Yikes.
LG boasting about being the most trusted TV brand while using imagery that is recycled by other brands is deeply ironic. Don’t make the same mistake as it will negatively impact customer perception.
Consumers are quick to identify stock imagery and on average trust it less. When possible, use original images as they’re more authentic and unique to your brand. If you can’t splurge on a photoshoot, a compromise is adding elements to elevate stock photos. By adding shapes or layers behind the image, you can customize a generic photo to better align with your brand.
I hope you’ve found a few helpful tips on how to improve your website’s UX. Let us know in the comments what you’ve found most effective!
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