In FIVE seconds ..
Tell me what you do. Five seconds flat! Can you do it? I know, five seconds is a super fast, super short elevator ride, but if you can distil what you do into a five second slot ..
Now, take a look at your homepage.
The one page that you’ve probably spent the most time working on crafting and refining.
Again, you've only got 5 seconds.
In 5 seconds to tell me if that page tells you what you do as well as you just did yourself.
Sure, it has to use images and branding to support the content, and when you’re in browse mode the backdrop is vital to settling in for the ride ..
But in 5 seconds, does the content and the razzmatazz tell you this is home — or does it tell you that you’re probably not even in the right time zone?
Now, because you might have put that content together and are rightly proud of yourself — but hopefully having a few doubts about now — I want you to go one step further:
Ask someone you know who hasn’t looked at your homepage to do the same thing.
What did they say?
Now, once you’ve completed all this, you should have 3 things to chew over:
- Did they come away knowing what it is that we did?
- Did they get an idea about the top 3 benefits that we offered?
- Did they get a sense of what to do next or how to get started?
The real acid test is 3.
If strangers to your brand still don’t get it even then, you have a lot of work to do.
See, most websites get so wrapped up in design they shot past the one thing they were designed to do: convert users into customers.
Today though, web design has grown up.
It’s become a numbers game, offering the kind of deep user engagement that inspires 2 predictable actions:
1 Buying your great products or services
2 And sharing your great ideas.
Actions that can be measured and refined by — you guessed it — better conversion-focused design.
The second big thing to happen to design has been the surge in the use of mobile and tablet devices:
Conversion-focused design has to also be responsive design.
Responsive design is like pouring liquid into a glass, adapting to fit various containers: smartphone, tablet and desktop.
See how the columns here adjust their size to suit the device.
Responsive design is about a flexible, fuss-free end-user experience.
But you also have to ensure the design is as lean as it is agile: a mobile user on a bus with limited connectivity needs your information before the next stop, or that might be the last time they stop by.
And I can help you do this by:
- Ensuring your homepage is on-point.
- Ensuring text and images are optimised to adjust to fit every possible device.
- Page layouts are streamlined to ensure the user experience is simple and clear.
And your mobile sites are social media and SEO friendly too.
All of which helps your mobile audience — including your best friend or your daughter — continue to engage with what you do too.
The overall strategy:
Planning for success ..
Of course, it goes without saying that every business is different.
But big or small, the DNA of great design is universal and taking time doing this kind of detective work always pays off in the long run because you are getting all the essential genetic building blocks right from the beginning ..