As User Experience, SEO, Conversion-Centered Design and many other traditionally isolated disciplines are becoming more and more interrelated, it never hurts to be aware of how all these elements contribute to the site’s success.
Regardless of your specific role in web development, you’ll be able to improve your/your clients’ web pages significantly using the tips I share down the page.
What I’m trying to say with this post is that design and content should always go hand in hand. When used cohesively, texts, imagery and user-friendly navigation and other elements maximize the impact of your web page.
It’s been said that the headline is arguably the most important piece of text on your page. Ensure your headlines are to the point and describe the content featured on the web page. Users read headlines to estimate the content of a page. For example, if it’s a product page, using the product name is considered best practice. By the way, you may use different texts for your on-page headlines and your title tag (that will be displayed in the SERPs). When customizing your page Title you may add some call-to-action to your major keyword to improve your click-through rates.
Navigation is in the heart of Information Architecture. It’s main task is to enable your users to find easily what they’re looking for as well as to direct them to the areas you want them to go. The perfectly thought-out navigation hits a sweet spot of findability and great visual appeal.
Writing for the web is writing for both humans and crawlers simultaneously. From an SEO standpoint your content should be unique and also contain keywords. Don’t be afraid to use them – just insert your focus keywords wherever it feels natural. To make your texts memorable use humor and simple phrases people can easily understand and recollect.
People tend to read diagonally these days, they skimp whole abstracts picking out the parts which they find most relevant to them. So, it makes sense to help your readers identify these parts by making your web page more ‘scannable’. This can be achieved through breaking huge pieces of text into small blocks with subheadings, using illustrations, infographics and other visuals you find most appropriate.
In order for people to purchase your products (sign up or make another conversion) they must first trust you. Surely, amazing web design contributes to this task, but besides great UX there are many other ways to show your company’s reliability:
- customer testimonials (no fakes, for heavens’ sake);
- live chat;
- social proof (social media accounts);
- pricing page (if applied);
- physical address + Map;
- phone number;
- Q & A.
Many believe that users who have scrolled the page down to your footer are highly engaged. So it should be impeccable and meet your readers’ expectations. Typically these include: About Us page, Contact Us page, links to your social accounts and a newsletter sign up form.
It’s impossible to cover all the elements of an effective web page with a single post, but I’ve tried to mention some of the most important. Feel free to add your own advice and share you experience in comments .