10 Essential Elements Of A Great Website

Simon Somlai
Sep 4, 2018 · 11 min read

“Websites promote your brand 24/7: No employee will ever do that for you. It works continuously for you whilst you sleep!”

Your website is, in our modern world, usually the first impression your client gets of your organization. To make the best of this moment, it’s very important to provide all the necessary information your visitors are looking for.

However, many websites I come across forget many (simple?) details, making them lose out on potential clients.

In this article I am going to give a brief summary of the 10 most important elements which should be present on your website and why. I am also going to give some tips on how you can address these.

Let’s go!


1) A Fast Loading Speed

People in our current society have ”information overload”.

Think about advertisements, video’s, 9Gag, YouTube and different social media channels who all combat for our attention.

The information-influx is enormous.

The easiest way — then — to navigate this gigantic pile of information is to simply ignore most of it.

And that’s exactly what most do.

The average attention-span of a person is incredibly short these days and that’s exactly why you can’t let them wait.

Research shows that when your webpage loads slower than 4 seconds, you lose (on average) 25% of potential clients.(1)

Therefore, every second you can cut from your loading time can potentially lead to extra customers.

How can you do this?

2) Great SEO

SEO, or search engine optimization, covers how easy it is for search engines like Google to;

  1. Find your website
  2. Understand what it is about

Now, why is this important?

Simple! Google uses this information to show your pages to people searching for your products or services! If — however — your webpages are poorly made (or unclear), you’ll be far more likely to rank at the bottom of Google and therefore miss out on potential clients!

Imagine you’ve recently started a bike-shop in New York. Then it would be great if your website would pop up as the first result in Google when people type ‘bike shop new york’. Don’t you agree?

By optimizing your SEO you’ll be able to rank a lot higher! And ranking higher automatically means more customers!

“Now, is it really that important to rank so high?”

Yes!

Because, the first three links in Google get about 65% of the natural search-volume (clicks)! That’s 34%, 19% and 12% for the first three links respectively! (2)

The higher you rank, the more people will click on your website basically. And by quite a significant margin!

How can you do this?

There’s two main ways you can improve this; onsite/internal SEO and offsite/external SEO

2.1) Onsite SEO

The first can be improved by making your website more clear and “readable” for Google. You can do this by supplying your pages with keywords, using a clear meta-description for each page and also having a clear link structure (among others).

For example;

Here are some more tips;

2.2) Offsite SEO

The second part is a bit more challenging (but actually a more important ranking factor). This is determined by the authority of your website, or how relevant Google thinks your website is. This is mainly determined by the amount of incoming links (also called backlinks).

This means, if other websites link to your site (through an article, for example), they signal Google saying; “Hey, this content is pretty interesting!”.

Google then uses this information to see how different websites “stack up” against each other.

Of course, not every backlink is weighed the same. Websites that have a high authority carry more “link-weight” and influence your ranking more.

So getting a link from a news-website like The Times, ABCnews, CNN an so-forth, will influence your rankings more significantly than your grandma’s social media account.

Note: Since Google doesn’t give the public 100% insight into how they exactly rank websites, most of the literature on this is our “best educated guess”.

Here’s some things you can do;

3) A Mobile Version

About 50% of all Google-searches are coming from mobile devices (tablet or smartphones) since the end of 2014. This is an incredibly high number and will probably rise more the coming years!

“In fact, more Google searches take place on mobile devices than on computers in 10 countries including the US and Japan. This presents a tremendous opportunity for marketers to reach people throughout all the new touch-points of a consumer’s path to purchase.” (3)
- Google Adwords

Your visitors will be inclined to close a website that’s not optimized for mobile devices (just think about how you judge mobile websites).

That’s why it’s important to show an adjusted version of your website to mobile users. Otherwise, you could potentially lose out on over half of your potential clients.

How can you do this?

4) Clear Info About Your Product Or Service

Don’t make your users search endlessly for information about your products and services.

When somebody visits your company site, they’re usually searching for a description of your products and services, your working process or, in short, the benefits they can derive from working with you.

So, it seems logical to include a clear overview of these in your website, right?

Despite this, I see websites daily where this information is hard to find or even absent!

The easier it is for your visitors to visualize exactly what you’re offering, the better.

How can you do this?

5) Detailed Contact Information

Your contact information can lead directly to a new customer, so don’t hide this in some obscure spot on your website but always make it plainly available in sight.

Also: Be as detailed as possible! Give your customers multiple ways of contacting you, so you can keep the barrier to contact you as low as possible.

Here are a few key elements you should include;

6) No Unnecessary Distractions/Gimmicks

Furthermore, it is recommended to keep your site as simplistic as possible.

If you want your visitors to focus on what is really important, you should make sure not to distract them with useless things like sidebars, chaotic animations, pop-ups, that occupy the entire screen or simply a chaotic layout of your website.

If your visitors do not immediately understand your site, they will not hesitate to close the window.

The purpose of a website is ultimately to inform the user of your services, give them access to your contact information and to help them make an informed decision. Ensure that this can happen effortlessly.

A modern trend here is to use a “One-Page” design where all critical information is displayed on the main page instead of the user having to click through to individual pages.

Designs like this and this one are some examples.

Many people do not have the patience nor focus to read a whole page, let alone browse a full site and, therefore, just scroll and skim over the content to get a quick overview. As such, it is a good idea to provide the key information bundled on your homepage.

How can you do this?

7) FAQ section

People usually have further questions about your products and services;

Try to anticipate these questions in advance (or regularly update them) using a list of frequently asked questions which guides your users through some common problems. This way, you create a win-win situation!

On the one hand you can spend more time on what really matters — namely the development of your business — and on the other hand, your user can easily retrieve the information they need.

Here’s an example of what an FAQ section looks like;

8) A Mailing List

“The power is in the list”

Building a mailing list is one of the elements that is often neglected on company websites, although a mailing list is probably one of the best ways to stay in touch with your clients, even after your collaboration has ended.

This is ideal to keep the relationship with your client going, to update them of new developments within the organization and also to present yourself as an expert in your industry. These are all elements that you can use to build your brand.

In addition, an email list is also a good medium to increase engagement on your website.

When users subscribe to your email list, you usually have a (higher) assurance that they will actually read it. Through social media, your posts mostly just “blend into the masses” by the continous amount of information that’s flushing through their news feed.

Given that it is increasingly difficult to attract the attention of potential clients, a mailing list is a powerful (and indispensable) weapon in your marketing.

Of course, you should keep in mind that no one likes spam, so if you betray their trust (even just once) they’ll remove you immediately and irrevocably out of their inbox.

If — however — you can show them that you respect their time/attention and that you continuously send them useful information, they will eventually trust you and allow you to send them information.

How can you do this?

9) Testimonials

Testimonials are by far the best way to convince potential visitors who are still doubting! The greatest portfolio of a company is simply how the previous customers have experienced the cooperation with the organization. If you have a good “track record” of successful projects, business will come naturally.

Think of how you choose products or services when you’re still doubting;

The same applies for any other choice. People learn A LOT by observing the behavior of others and are strongly influenced by it.

How can you do this?

10) A Personal Touch

People do not do business with a website. People do business with other humans. A personal touch can make sure that you stand out from the crowd and that you “humanize” the contact with your clients.

By adding a mascot, a personal business video, an “about us” page, some humor or even a custom error page, you can make your business stand out from the crowd.

A good example is the company “Viget”, who have made a game to help the user pronounce the name of the organization (definitely worth watching!).

Another example is the custom error page of “Bluegg”, giving you the choice to go back to the homepage or listen to a goat “scream like a human”. Easy choice ;)

A small gift, a funny picture or an interesting insight can do wonders to build the relationship with your visitors!


Essence

There you have it! Building a good website isn’t as difficult as it seems.

With some minor adjustments you can improve your site a lot! Use the tips and tricks outlined in this article to catapult your user experience and web-image to the top!

Provide it with;

- A Fast Loading Time
- Great SEO
- A Beautiful Mobile Version
- Detailed Information About Your Product Or Service
- Extensive Contact Information
- No Distractions
- An FAQ section
- A Mailing List
- Testimonials
- A Personal Touch

That’s all it takes!

References

  1. http://www.hobo-web.co.uk/your-website-design-should-load-in-4-seconds/
  2. https://www.advancedwebranking.com/ctrstudy/
  3. https://adwords.googleblog.com/2015/05/building-for-next-moment.html
  4. https://moz.com/blog/google-organic-click-through-rates-in-2014

ida mediafoundry

Belgian company with a love for experience driven design and development.

Simon Somlai

Written by

ida mediafoundry

Belgian company with a love for experience driven design and development.

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