This is by no means a complete list of everything you could improve on your site… but it’s a good place to start.
Fonts
- increase the size. At least 10, preferably 12, maybe even 14-16 point size
- let your visitors choose the size that suits them
- choose a font designed to be viewed online (eg Arial, Tahoma, Verdana)
- use whitespace wisely so text can be read easily
Text
- your headline is the most important copy on the page – it needs to be benefit driven (not “welcome to our website”)
- headline colours: black, red or blue
- headline should be left justified (unless only 1 line)
- 2nd most important copy is the text on your call to action button
- Main body copy is the least important, but still needs to be well-written
- Don’t show bib blocks of text, use 2-5 line paragraphs & short sentences
- Write as you speak – you’re not trying to win any literary awards
Images
- use great images
- use images of real people not stock photos
- make all images clickable
- use a caption under the image (like a newspaper)
- make sure images aren’t fuzzy or pixilated
- optimize the filesize – they must load quickly
- the image should add relevance to the story being told, if not don’t use it
Contact Us
- include your phone number on every page (top right corner generally works best)
- make the link to your ‘contact us’ page obvious
- include contact details ‘above the fold’ on contact us page & ideally homepage too
- consider adding google maps to show prospects where you are (especially with multiple stores)
- consider a mini version of the contact/enquiry form on home page
Navigation
- easy to use
- obvious what each section is (don’t use icons, use words!)
- ideally have only one menu – either across the top, or down the left side. Sometimes you need both, but don’t add a third across the bottom of the page
Trust
- add testimonials throughout the site (not just on their own page)
- consider using case studies
- add trust icons eg padlocks to show secure pages
- add credit card logos (if you accept them) on a shopping site
Forms
- names: do you really need both first & last?
- postal address: are you going to post something? If not, don’t ask for it
- maybe get the postcode … but only if that changes who will call the prospect
- fax number: do you really need it?
- Phone number: if possible don’t insist on it, include the field just don’t make it a required field (you’ll only end up with about 20-40% fake numbers)
- required fields: make it obvious which fields are required (eg a star, or coloured box in which they type)
- email address: don’t force them to enter it twice. They know its important & will spell it right 99% of the time. Sure you might get 1 or 2 incorrect, but you keep 98% of your prospects happy.
- how did you hear about us: asking for this only helps you. At this stage they don’t care about you… use analytics instead
- submit button: get rid of that nasty grey submit button. Use colour if possible & match the text to the headline on page (or very close to it)
- reset button: remove it. When did you last use one?
- use checkboxes not drop down lists or even radio buttons
- use one column of input fields not two as this generally converts more people
- remind them their details are safe. eg link to your privacy policy
Analytics
- do you have an analytics package installed? Eg Google Analytics
- do you regularly read the reports generated?
- do you have a list of 4-7 KPIs for your website that you measure weekly?
