A few weeks ago, I had our team of copywriters and account managers play our own version of Family Feud and asked them to tell me what they like to see in websites – not as marketers, but as users.
Before I tell you what they said, I must tell you that I’m proud to say that most of their answers also serve as a marketing advantage. I won’t gatekeep those strategies (read them below).
Without further ado… in my best Steve Harvey voice, “Survey says:”
1. Clear, Easy Navigation
- Information should be simple to find.
- Buttons (such as “Buy” or “Contact”) should be clear and easy to locate..
Marketing Advantage: Only link your “money-making” pages on the menu. That DEFINITELY includes your Call-to-Action button, but may also include your Services page, or even your About page. If you clutter your menu, your audience won’t know where to go.
2. Balanced Content Layout
- A good mix of text and images.
- Too much text feels overwhelming; too little looks incomplete.
- Use bullet points, headings, and lists to break up text for readability.
- Prefer multiple pages with less information over one long page with too much content.
Marketing Advantage: The primary goal of a website is to capture someone’s attention and inform them of all the essential information they need to know. Give them words that are scannable and purposeful so people pay attention.
3. Inviting and Relatable Design
- Avoid overly “salesy” or “infomercial” aesthetics (like all caps or aggressive branding).
- Aim for a personal, approachable, and authentic feel.
Marketing Advantage: Your design will help hold your audience’s attention and help people feel secure in their newfound relationship with you before they even meet you. Use photos of yourself, if possible!
4. Thoughtful Pop-Ups
- Pop-ups should appear only once.
- The “X” to close should be easy to find.
Marketing Advantage: Hear me out – as much as consumers often hate pop-ups, they work! It’s an excellent way to promote a sale or generate leads, but if you make them intrusive or repeated, your people will be annoyed!
5. Trust-Building Elements
- Include testimonials or reviews to build credibility.
Marketing Advantage: I like to say that testimonials are a way to “brag about yourself without bragging about yourself.” These elements help your website visitors visualize themselves using your services or products.
6. Clear Calls to Action (CTAs)
- Be explicit about what you want the visitor to do next (buy, contact, learn more, etc.)
Marketing Advantage: People need to know what you want them to do. Make it clear. If you feel pushy or salesy, keep in mind that if people want what you have, they need to know HOW to get it.
Yes, there are other important aspects of a website, including SEO, meta descriptions, a sitemap, and good copywriting, among others. But none of those things will be successful without a great user experience.
I’ve given you six elements that will improve your audience’s experience, but I’d challenge you to listen to (and even ask) your customers what helped them decide to work with you. Make sure that’s reflected on your website!
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