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A website is, more or less, the “face” of any business. It’s where your customers can learn more about your brand and products, where they can peruse your offerings and, if you’re an online-only brand, it’s the only opportunity they have to make a purchase. Because of this, business leaders who don’t put a high priority on both the beauty and functionality of their websites are at a distinct disadvantage among their competition, and potential customers may not stick around long with a poor user experience.
To ensure your business website meets and exceeds customer expectations, you’ll need to consider the following nine factors, as suggested by the business leaders of Rolling Stone Culture Council. Here, they go in depth on the reasoning behind these considerations and why prioritizing them will have a positive impact on your visitors.
The Overall User Experience
Business leaders must make the user experience a top consideration when constructing their websites. By creating an environment where users can access the information they need and have a pleasant browsing experience, businesses are more likely to see an uptick in engagement, sales and loyalty. Focusing on UX boosts user satisfaction and helps turn site visitors into loyal customers. – Kristin Marquet, Marquet Media, LLC
Whether You’re Providing What the User Wants
Aside from the aesthetic beauty of modern websites, and the amount of information you can find in them, ask yourself if your website contains the most important thing a potential client wants. What can you offer them, and how will you help them with their needs? Keep it specific and actionable. – Zain Jaffer, Zain Jaffer Foundation
The Main Objective and Purpose of the Site
What is the purpose of the site? Is it leads, content or an archive, collaboration or sales? Is it a company brochure or a store? Are you selling a service, widget or art? Once you know your main objectives, you can design the UI and UX accordingly. – Baeth Davis, YourPurpose.com
The CMS the Site Will Be Built In
Business owners should consider what content management system their website will be built in. CMS platforms like WordPress are preferred because of the advanced capabilities of the platform. Customizations, third-party integrations and more features for search engine optimization ultimately enhance user experience and visibility online. – Dan Serard, Cannabis Creative Group
The Rolling Stone Culture Council is an invitation-only community for Influencers, Innovators and Creatives. Do I qualify?
The Special Value You Can Offer
A visitor should be able to have a unique experience, so give them something — a contest, exclusive content, an offer to contribute, a poll to answer, exclusive offers, a discount code or anything else that will allow them to interact with your website. They should want to be a part of your community. Give them value and make them feel special always. – Adrianne Fekete, I Am Unbreakable™ Global Media
Original Content Personalized to Your Brand
It’s crucial to avoid using generic stock photos and content that can compromise your brand identity. You’ve invested a lot of time and effort in developing your brand’s voice and perspective, so your website should reflect that with original photography, authentic reviews from real people and a format that aligns with your brand. It demonstrates you stand for something to consumers. – Michael Klein, cannabisMD
How You’ll Make the Website Pop
Entertain! A boring website is the kiss of death. If I’m bored within seconds because of the visual layout, it’s over. If I’m bored because you’re not grabbing my attention, bye. Potential customers and collaborators want to get who you and your brand are in an instant, so make it clear and obvious from the get go. Deliver the pitch with punch through engaging features and content. Make it pop. – Sarah Jenkins, The Romans New York
Accessibility for All
Accessibility should be every company’s number one priority when building a website. The most innovative, eye-catching designs and features are counterproductive if they make the site difficult or unpleasant to navigate. Ensure your website is accessible to all potential consumers by making it user-friendly, fast-loading, optimized for multiple devices and supportive of accessibility features. – Evan Nison, NisonCo
How You Can Take a More Focused Approach
Stay focused. Utilizing every feature offered on a template or in a designer’s imagination is enticing, but you risk overloading your site. Even if your content is informative and relevant, be selective. Focus the narrative on the core of your mission. Highlight exciting details of relatable stories using few words but using keywords that are digestible to visitors. Relay your message more concisely. – Magen Baker, Bell + Ivy
