We are defenders of the Web as the main axis and tool on the Internet, ahead of Social Networks. Do not forget that we are entering the Internet of Communities, to go to the Internet of Services. We do not overlook the current relevance of social platforms, but we are not in favor of giving up all control of “our community” to an external company, beyond our control.
These points, are grouped according to our opinion based on day to day with different clients and sectors. Although it will depend largely on the business in question and its objectives on the Internet, there are some basic elements that we would like to share:
1. User Oriented
That at first glance you know who you are and what you do. You can rely on creative elements such as illustrations, colors, photographs, etc., but you must never forget that if a visit has been generated, it is for something. Also, at this point it is interesting to note that not all of your visits will be through Firefox, for example. Taking care of details according to browsers and devices should be a must!
2. Usability in Navigation
Users “visually scan” a Web at too high a speed. The studies on the Golden Triangle in Google (sponsored result and 1-2 natural results), on the importance of the upper corners on the left or on the zig-zag of the eyes are already famous: The F-shaped patterns. There are different elements that can help improve Usability in Navigation that should not be forgotten. Some of them could be the use of different font sizes to present a concept, a hierarchical order in the organization of sections (the most important, always first) or a correct use of color for the visual attraction of the user, always in a way clear and concise.
3. Take advantage of the Content
This is one of the basic elements that costs more to find, since it supposes an extra workload. We mean that if a company has a know-how acquired in some field, why not take advantage of it on its website? Related, professional, updated content. Either in corporate blog format or in the continuous updating of sections / news / offers / etc. There is no one better than you to sell your own product-service.
4. The famous Conversion
We enter a key element, the conversion. First, it will be necessary to define it: Get a new customer, a new lead, a recommendation, a click to the key section … Its definition is as important as its own achievement (and subsequent analysis with Google Analytics). Otherwise, it would be “going blind.” We can use creative resources that force the visitor’s brain to pay a little more attention to end attracting it where we are interested. The use of bold, italics, images, videos, contrasts and, above all, buttons, make the conversion happen almost naturally and useful for the user.
5. Thinking of Search Engines
If the user does not find you in the search engines, we have a problem. “Obvious Captain” in full rule, since to understand each other, we design for the user and program for the search engine. Usually, search engines generate a very high percentage of total visits, so it is better to optimize all those details that generate a quality visit. That is, if I am looking for a specific type of service, I would not like to reach the homepage of a provider … I would like to arrive directly towards what I am looking for. All internal elements of the Web must row in the same direction, they must add up (this is how we understand SEO).
6. The first impact
We will not have a second chance to cause a good first impact, so you have to take care of these details. From the first inputs we present to the loading time of the Web. There are different studies that explain that the time of decision of permanence in a Web is 7 seconds. Recently, another study came out that commented that they were 5. User scanning is getting faster and faster. We understand the Web as a main axis of all those actions of Online Marketing, as an own tool that can get a lot of performance, although.
7. Do we take into account Social Networks?
Nor can we ignore the (external) social tools, such as Facebook, Twitter, YouTube, Google+, Pinterest. Undoubtedly, we must keep them in mind and we will show them on the Web according to the degree of importance we want to grant them. At this point, it is interesting to note that, if we have attracted a visit to our website, is it really necessary to “send it” to an external platform? We support the fact that a visit to our website is already a fulfilled objective.
They are not the 7 unique elements, there are many more, better explained and more specific depending on the type of business. But, if we had to explain to a Client the basic elements that his Web should have, these would be without a doubt.