You are an entrepreneur in the SME segment and you want a new website. One of the first things you start thinking about is: what should my website look like? Are you going for a sleek, simple, business-like, creative, or dynamic design? Do you want to surprise or stay in line with expectations?
Of course, the best design for you depends heavily on the industry you work in – and your own taste. However, there are a few elements that are important for every SME to keep in mind when 'choosing' a new design. In this article, we explain them to you. Do you have any further questions afterwards about developing a new website? Then feel free to contact one of our advisors.
Focus on substantive content
Let's start with one of the most important tips: put yourself in your visitor's shoes. Imagine why he or she ends up on your website. In 9 out of 10 cases, this will have to do with a problem they are struggling with, and in the search for a solution, your website catches the eye. In other words: your service or product is exactly what might solve your website visitor's problem. And that is what you want as an SME entrepreneur, of course.
Now that you stop to think about it, you can easily imagine that the website visitor is looking for relevant content. He or she wants to know what you can do for them and how you can solve that problem. The visitor thinks practically and wants to know quickly where they stand. That is why it is so important to focus on the substantive content on your website.
A common mistake is that SME entrepreneurs focus too much on the look and feel of their website. Of course, it is important to project the right atmosphere and for the website to look good. After all, aesthetics matter. But the 'packaging' should not overshadow the content. It is not without reason that we previously wrote a article about content as a neglected child in the development of a website.
In short: it is about the right balance between substantive content and an attractive appearance. It is therefore important to think carefully about how you want to present your content during the design phase of your website. An experienced web designer knows all about this and can advise you well when it comes to the right mix of content and design.
Responsive design
By now, we can safely assume that every website owner is aware of the importance of responsive design. Nevertheless, we believe that responsive design absolutely deserves a place in this article. After all, it still happens regularly that – primarily SMEs and freelancers – have a website that is not responsive. And that means your website is only designed for desktop. Someone viewing your website on a mobile phone or tablet will therefore not be happy with what they see: the website does not scale accordingly, so (if your visitor even bothers to do so) it is a matter of zooming in and out. And that is simply unacceptable in 2018/2019.
A responsive design is not only important for your visitors; Google also values the mobile-friendliness of your website. With the search engine's mobile-first index, the content on your mobile website is indexed first, and only then the content on your desktop version. If your website is not mobile-friendly, it will be indexed less effectively by Google and therefore rank lower in the search engine results.
Reason enough to opt for a responsive design. Fortunately, practically every website developed nowadays is made responsive, but it never hurts to be extra vigilant about this yourself.
Sufficient conversion opportunities
Have you carefully considered the substantive content you want to publish in combination with an attractive appearance of your website? Then don't forget the conversion opportunities. Here too, it is important to put yourself in the visitor's shoes. If you mention in a specific place on your website that it is possible to request a free consultation, immediately include a button that allows the visitor to request such a consultation with a single click. The same applies to downloading whitepapers, e-books, brochures, or other content you wish to offer your visitor. The point is that he or she should not have to search for a way to get in touch with you; your website must present those possibilities on a silver platter.
Always assume that your visitors are, by definition, 'lazy'. They will disappear from your website with just one click of the cross, and that is the last thing you want. Therefore, you must continuously trigger them in the right way to keep them engaged. Of course, it is about finding the right balance: too many flashy buttons and pop-ups are counterproductive. But think carefully about the path you want your visitors to take. You can go a long way with strategically placed buttons and forms.
Web designers are naturally (generally) aware of this, but it is best to combine the expertise of the technical web designer with that of the results-oriented online marketer.
Need help?
Could you use some advice on web design, and are you curious about the best options for your industry? Then feel free to contact one of the advisors at Best4u. They advise a wide variety of entrepreneurs daily and are happy to take the time to visit you for a no-obligation consultation.