You could argue that beauty is in the eye of the beholder, and therefore creating an attractive website comes down to who your customers are and what they find attractive.
But it’s not all about the looks.
The experience a user has on your site will be the difference between a quick sale and them leaving in a hurry.
A good website experience involves thinking about how your user would move through the site and how you want it to function on different devices.
Having simple and clear pages is of vital important. Whether it’s browsing products, reading content or having the option to call and make a booking, it should also be obvious to customers where they should logically click next.
Optimise your site for mobile, tablet and desktop experiences. This makes it easy for prospective customers to find information about you when they’re on the move.
Make transactions safe
If you have an eCommerce site, it’s paramount that customers feel they have made their purchase safely, and that the transaction has been processed without a hitch.
A follow-up order confirmation and clear proof on your site that you use a secure online checkout service – with strong secure sockets layer (SSL) authentication for web and data protection – will make customers feel at ease.
Guide your decisions with feedback
Talk to users as often as possible and observe how they interact with your website and business in order to get a better sense of what content is considered important, the best way to communicate with them, and how they want to navigate your site.
Gathering feedback is so important when it comes to structuring the content on your site, in addition, try to view the business from your customers’ perspective. What do they care about? What solutions are they searching for? Consider your audience and build accordingly.
Position your best content above the ‘fold’
Keep customers interested as they browse your site by placing the most impressive and engaging content and imagery above the ‘fold’, which refers to the point where a user must scroll down to see the remainder of the page.
Give your website a competitive edge by demonstrating to customers that you’re active on their favourite social media channels. You don’t need to use every medium – pick one or two and use them well.