A website is one of the most important marketing tools for your business and so it is crucial that it is built to a high standard and with your bespoke business needs in mind.

A site which truly reflects your brand whilst also operating well with search engines and providing a good experience for your visitors, is complex and requires many steps and professional skills in order to be developed properly.

If your current website is not performing or no longer reflects your brand, it could be time to update or invest in a new one. We understand that many people may not be aware of the many factors which go into a web-build and so we have put together a list of 5 important things to think about when approaching your agency to ensure your website delivers for your business.

1) Style and Branding

Brand concept on chalkboard

Perhaps the most obvious element to a website is its design. This encapsulates everything from the way the pages are constructed, to the colours, imagery and font used on the site. Each aspect contributes to the overall look and feel of the site and as first impressions are the most important, it is crucial that your website looks visually appealing.

Whilst your logo and colour palette are important, there are other things which should also be considered here too. It is essential, for example, to think about how your branding translates onto web design: a brand could work well on printed material but not necessarily appear so well online. It is useful therefore to have backup fonts, colours and reversed logos for a maximum impact online.

Another aspect of style and branding to consider is your tone of voice. Who are you trying to appeal to? What language do you use to connect with your target audience? This tone of voice will contribute to the overall feel of your website and so should reflect your brand and its values.

Should you need help with your branding, it’s worth approaching your web design agency as they may have the capability in-house to offer support with elements such as logo design and copywriting. If not, they may still be able to outsource to other professionals who can support you effectively.

2) Functionality and the Build

It’s important to understand the difference between the platforms used to build a website and which your business would benefit most from. You might need specialist e-commerce software for example if your business is one which sells a variety of products. Many websites utilise open-source software which means you do not have to pay a license and you will be free to manage and alter your website, once live, as you please.

Custom coded websites are usually built by a developer and whilst it offers the chance for your website to be built entirely to a bespoke specification, you may find that you are tied in to that one developer and will have to pay a further fee to have anything altered in the future.

Functionality refers to the specific elements your website needs to be able to clearly reflect what you do. You may benefit from a gallery to showcase your products or services, or perhaps you have certain resources you would like your customers to be able to download from your site easily. It’s important to consider what it is you offer to your customers and which elements will best display this.

3) UX and Visitor Journey

The user experience (UX) should be one of the most important considerations when building a website. Your aim is to make sure that your visitors are able to easily get to the pages they need to on your site, as well as maximising what they do on your site once they’re there. This comes down to navigation structure, clear signposting and strong Call to Actions. (CTAs)

Responsive design is something many people take for granted but it is surprising the number of websites which still do not work well on mobile. A poor mobile experience can impair your visibility online as Google itself works on a mobile-first algorithm. You therefore need to ensure that your website is built with mobile in mind to maximise how well it delivers.

The Equality Act 2010 addresses the legal obligation of website owners to consider how users with disabilities can navigate their site. You should therefore think about the overall accessibility of your site including font size, alternative text for imagery, clear signposting and how users are able to click on buttons. Failure to make your site accessible could mean you are breaking the law. For more information on accessibility, read our blog here.

4) Tracking and Analysis

The tracking of your website refers to the code which you cannot see on the frontend. It’s vital that this code is set up correctly by a professional so that you can see just how well your site is performing. Usually, a website is linked to a platform such as Google Analytics, whereby you are able to track how visitors are using your site and how well it is converting visitors into customers.

Interpreting this information is the key to understanding your website. You will be able to change the things which are not working well and improve the overall experience based on live data. This should allow you to generate leads and ultimately, drive income.

If you are looking to get the most from Google Analytics, why not sign-up to our FREE webinar which will teach you how to make informed marketing decisions based on the data it provides. Learn which pages of your website are performing well, where your visitors are located geographically and much more.

5) Marketing

If you want your website to truly deliver in generating leads and conversions, the work does not stop after the initial build. You need to consider how you intend to attract visitors to your site. This could be through paid advertising such as Google ads, social media or regular blogging. Essentially, you need to drive visitors to your website to have the maximum impact online.

Have Questions About Websites?

As a full-service agency, here at All Things Web®, we are able to design a custom website which will appeal to both your visitors and search engines. We tailor our service to each client and offer a full range of post-live digital marketing support to help maximise your website’s potential. Don’t just take our word for it; you can find examples of our work and other happy customers in our portfolio.

If you have further questions about websites or wish to learn more about what we offer, get in touch with a member of our team today on 01285 50 55 50 and find out how we can help.