How to Improve Your Business Website

By  //  May 19, 2021

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Most visitors arrive first on the home page of your website. So, this is first of all the most important page that really has to be on fire and give every visitor all the information about your company, your products, and services at a glance.

If you leave the visitor on the home page in the dark as to what this is actually about, then you have already lost the visitor. Imagine Casino Sites with too many flashing lights and pictures and no clear selection of games; you would not like that.

What are visitors looking for and how can you improve your business website in order to eventually become more successful and profitable?

As early as 1997 Jakob Nielsen formulated that users do not read a website word-for-word, but only roughly skim it (“scan”). “Users don’t read”: Headings are only read if they have a meaningful meaning. Highlighted keywords in running texts are read.

Bullet points are read more than body text. Meaningful images and infographics are “read.” So when building your website, whether it is the home page or any other page, keep the following recommendations in mind: Make short sentences Write the text in a scannable layout (e.g. bullets).

Use objective, neutral language. Formulate a “Call to Action”, that is, a direct request to your visitors to take action, for example with the request to buy a product (“Buy now”) or to download software.

What belongs on the start page

Back to the home page. You should display the following points on the start page:

What is your website about? Imagine a complete stranger who comes to your site for the first time. Formulate an optimized text to present your products or services briefly and concisely. That must be possible in one sentence. Rephrase until it fits. This usually takes a lot of time and a lot of tries, changes, and adjustments until that is round.

Contact options to you:

If you offer products, it should be immediately clear how these products can be bought (and what they cost!). For example, a clearly visible link to your own online shop or a dealer directory of your specialist dealers. If you offer services, you should also be able to see immediately where and at what price these services can be bought.

Your address, your telephone number, and a link to individual contact persons (e.g. area manager for north and south), including photo, extension, e-mail address. Ideally, this content should be readable with little scrolling (i.e. scrolling the page down), directly at the top of the page. Use the browser size function integrated with Google Analytics to see how your page looks with different screen resolutions:

You should avoid displaying the following on the home page:

An introduction page, e.g. with your logo. A website is not a magazine. Magazines are on the kiosk and have to use lavish graphics and bold wording to attract the buyers’ favor. Introductory pages are relics from the 1990s and were misunderstood even then. The visitors are already on your website. Do not bore them with self-expression, unfortunately, nobody cares. Get straight to the point.

A welcome speech. Unfortunately still seen too often. Your boss thinks it is important to greet his visitors on the homepage with pithy words. He will surely feel flattered when you view a page that fills the screen with his text, a photo, and his scanned signature. Your visitors do not feel that they are being taken seriously.

Music and animation. You are sitting in the office researching a topic, but suddenly you come across a website that is playing music and/or animations. You flinch in shock and your office colleagues look over at you in annoyance at the disturbance. And you close the page immediately. Definitely avoid music. Also, avoid animations if you value your visitors and want to turn them into customers; Animations are distracting.

What belongs on all other pages

Assume that visitors are not reading your website in a linear fashion. Most people will enter from the home page and then continue following the links to other pages on your company website. However, a well-made website also has other, direct entry points (“deep links”):

Visitors find your page using Google search.

■ Visitors come to your page via a social media link such as Google+, Facebook, or Twitter.

■ Visitors share a link to one of your pages via email.

In all of these cases, a subpage is accessed directly. In this case, it is important that your readers understand the context anyway. Ideally, it works like this:

A visitor receives a link to one of your subpages.

■ The visitor clicks the link.

■ He finds the article contained there (text, image, video, etc.) interesting.

■ He reads the whole article to the end.

■ At the end of the page, there is a brief and informative description of the context in which he is currently operating.

Therefore ideally describe briefly at the end of each page what your website is about. So basically a mini summary of the start page:

Topic: What is your website about (products, services, company).

Contact: How do potential customers reach you (location, phone, email, directions).

Detailed information: Further links to more detailed information (e.g. the start page).

In case all these tips sound too difficult or too bothersome, you can always hire a professional to handle this work for you. Having someone organize your website can help increase your website’s visitors tremendously.