User Experience covers all areas of a consumer's interaction with a business, including its services, products and brand. The huge variety of specialties offered by the engineering and manufacturing industry make for an extremely diverse target audience. A business' online presence must effectively showcase their services and target the correct audience to maximise customer enquiries.
Many different elements of a website contribute to user experience. Take a look at the following advice to improve your online presence.
The design of your website will be a user's first impression of your business. Therefore, it is important to make sure your site is visually appealing. This can be achieved by creating content that is easy to digest, as well as being an appropriate font size and colour for all devices, so that it will be easy to read against your website's background colour.
The navigation bar is the main tool a website visitor will use to find what they are looking for. Consequently, this bar must include clear links to the main pages on your website. Don’t bury key pages in over-complex navigations, as this will make it difficult for users to find what they’re looking for.
Take care not to over-complicate the design of your website. Best practice is to not over-crowd a page with images or content, whilst also ensuring there is enough white-space on the page to make each element stand out individually.
CTAs / Above the fold CTAs
Upon landing on your website, users must be presented with clear information about your company services and relevant calls to action. Included in the navigation of a website, there should be contact information for your business. This will save your users valuable time, whilst also improving the site's conversion rate for SEO purposes.
Broken links are links that do not connect to the relevant web page, often resulting in a 404 page. Broken links result in user frustration, leading potential clients to abandon your website (and instead going to your competitors). Whether a call to action is a button or text, it must click through to a live page that further informs the user of your products or services.
Slow site speed results in frustrated visitors leaving your site for a competitor’s speedier website. If a site is not optimised and contains images with large file sizes, a page will take much longer that needed to load. With the help of digital experts, all these files can be optimised to reduce page load speed, and improve user experience.
User experience is a major component of a website as it will directly influence conversions. Make sure that your website is working hard for your company, acting as the perfect business partner that is available 24/7, and start seeing results.
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Check back next week for our next article on how to manage your web content.
In October, we are hosting an event that will offer an in-depth exploration of the digital solutions available for engineering and manufacturing businesses in the Sheffield City Region. If you are in this sector, and are interested in attending the event, please email Gemma Daniels on firstname.lastname@example.org or call on 0114 2509 578, to reserve your place.