Website Design Checklist: Does Your Site Have What it Takes?

Website Design Checklist: Does Your Site Have What it Takes?

Designing a new website can be a time- and money-intensive process, so naturally, when you do decide to redesign your site, you want to make sure that you’re getting your money’s worth and creating a beautiful and functional site that helps drive business growth.  If you’re designing a new website, here is a comprehensive website design checklist to help you see if your site has what it takes to attract visitors, convert leads, and foster growth.

✔️ Calls to Action (CTAs)

No website is going to convert visitors into leads without calls to action (CTAs). If you want your website visitors to do something, like enter their contact information into a form or to give you a call or to request a quote, you need to ask them to do that, and you need to make it an easy process.

CTAs are generally clickable buttons with text prompting a specific action, and they should appear in intuitive places on your site, like the top right corner, across your banner image on the homepage, or after useful blog content.

✔️ Landing Pages

A landing page is a page a website visitor lands on when they visit your site from a specific place or link. Landing pages are useful for directing visitors to content or actions that are relevant to them and that you want them to see, based on their behaviors and interests.

If you don’t have landing pages, your PPC ads are not going to get great results. If you just direct people who click on your ad to your homepage, they aren’t going to know what to do next, and they’re probably not going to do what you want them to do, which is likely to give you their contact information or get in touch with your company. A landing page limits visitors’ options and presents them with exactly the content and calls to action that are relevant to them and are therefore more likely to convert.

✔️ Great Images

So much of what we respond to is image-based (insert cliche about how 1 picture = 1000 words), that a site needs great images to compete. Gone are the days of irrelevant stock photos of people in business suits and pixelated images from a digital camera that someone in HR took at the company picnic. High quality, professional images of your facilities, products, processes, or people are going to be attractive to website visitors.

This is especially true if you’re in a B2C industry where they way your products or the results of your services look matter. For example, custom home builders need to have images of the gorgeous homes they build, because that’s what their website visitors want to see. These kinds of images are also perfect for social sharing across a variety of platforms, from Facebook to Instagram to Pinterest.

✔️ Mobile-Responsiveness

It’s 2019. Your site needs to be mobile-responsive. Click To Tweet More than 60 percent of all searches happen on mobile devices, and more than 77 percent of adults in the world own a smartphone. If your site isn’t mobile-friendly, you’re missing out on a ton of traffic.

Mobile-responsive design isn’t difficult to accomplish, either. Selecting a template for your design that is mobile-responsive will ensure that your content is readable on the tiniest of phone screens and the biggest tablet and that nothing is cut off or hidden to the far right where no one will scroll.

✔️ Fast Load Times

If your site takes too long to load, your design isn’t effective. According to HubSpot, most mobile users expect a website to load in less than four seconds. Not only that, but a one-second delay in page loading means a reduction in page views by 11 percent and a seven percent reduction in conversions. That’s a big deal.

To keep load times fast, make sure that you incorporate best practices, like enabling browser caching, optimizing your images and CSS, and controlling when external Javascript files load.

✔️ Blog

A good website without a blog is like a new car with no gas—it’s not going anywhere, and you’re not going to get to show it off. Click To Tweet Why? Because content is one of the main ways to drive organic traffic from search engines to your website.

In order to do that, search engines need to crawl your content and find keywords in your content. Search engines rank sites with more unique instances of a keyword and more regularly updated content higher, meaning those sites are more likely to be seen by searchers in the search results for that term and are more likely to get clicked on.

Besides that, a blog is an important way of marketing to your clients and establishing brand awareness and authority. Your blog content shouldn’t just be company updates (though you can include some company updates if you want!). It should address the specific problems, challenges, and stages in the buyer’s journey that your ideal clients are experiencing.

If you can provide content that answers their questions about your industry, product, or service, you’re more likely to show up in their searches, and when they do read your content, they’re more likely to find it useful and even convert.

✔️ SEO-Friendly

Your website should also be SEO-friendly. SEO (search engine optimization) is another critical factor in getting ranked by search engines and appearing in organic search results for your desired search terms. A good website is going to be SEO-friendly by incorporating keyword-targeted content, relevant, keyword-optimized image alt tags, and on-page SEO including site tiles, social media sharing buttons, title tags, etc.

✔️ Reliable CMS (Content Management System)

A custom web design that was hard-coded by a web designer or someone in IT is a bad idea for a lot of reasons. It’s difficult to maintain custom code, it requires a lot of skill and time to produce, and if the developer leaves the company on bad terms, your site could go with them.

That’s why every website should operate on a reliable CMS (content management system), such as WordPress or Joomla. (We use WordPress.) A CMS allows for multi-user access, a user-friendly interface for making changes and updates, design templates that are optimized for mobile, and a content publishing platform that is easy to use.

Did your site come up a little short after reading that checklist? We’d love to help. As an inbound marketing and growth agency, beautiful, functional websites are what we do every day. Let’s chat.


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Fredricks Design Website Project: Implementing Intelligent Website Design For Inbound Growth

Fredricks Design Website Project: Implementing Intelligent Website Design For Inbound Growth

Fredricks Design

Fredricks Design is a leading industrial design and engineering studio that creates, develops, and engineers innovative product solutions. They serve clients in a number of technologically advanced industries, including autonomous transportation, themed attraction, and healthcare.

Click to view the full “Before” image of the Fredricks site.

Their Challenge

Because Fredricks Design serves cutting edge clients, they wanted a fresh website that would accurately reflect their ingenuity, expertise, and scalability in creating exceptional product solutions for a variety of industries. Their two existing websites were disjointed, and made use of a static one-page design that did not offer potential clients insight into what types of products they were capable of delivering.

Fredricks Design needed a single digital platform that would consistently represent their brand, showcase their innovative work, and draw in new, qualified clients.

The Evenbound Approach

One of our greatest challenges in approaching this new website design project was ensuring their site content would speak to the technical nature of Fredricks Design’s work, without alienating non-technical potential clients. Considering Fredricks’ reputation as a leader in industrial design and engineering, it was also important to merge content from two different sites into one new website that would maintain consistent branding, showcase their work effectively, and position them as a creative innovator exploring new frontiers in both design and engineering.  

Getting Started

We started the website design process with a lengthy discovery session with the Fredricks Design team, to determine exactly what industries, and what people in those industries Fredricks Design most often speaks to. With clearly defined buyer personas in place, we were able to form a concrete strategy going forward for the Fredricks Design website and inbound marketing project.

Implementing Design with an Inbound Focus

Click to view the new Fredricks site!

While website design is paramount for any new project, it must also be backed and supported by helpful, clear content that gets the client’s message across.

We focused on creating site content that answered Fredricks Design’s buyer persona pain points by building out clear case studies, developing in-depth content offers, and converting some of Fredricks’ useful paper marketing content into digital resources that speak to key concepts in their industry and answer their client’s most frequently asked questions.

With informational, targeted content written, we were able to apply a next-level design that delivers in both aesthetic and function. The new Fredricks Design website matches their brand and style guidelines, and is modern, exciting, and highly visual.

Because the work that Fredricks Design does can seem nebulous to new clients, it was important to clearly define past projects to potential clients, so they could see real, tangible examples of the work Fredricks produces, and the results their innovations deliver. CAD-rendered drawings and actual sketches from past projects were used to define the site visually, and to create context for first-time site visitors.

To support the website’s new design, Evenbound helped round out Fredricks Design’s inbound marketing strategy by creating attractive content offers, writing optimized blogs, and incorporating calls-to-action and targeted landing pages to help convert new visitors. We worked to drive traffic to the new site by developing segmented email workflows, and implementing targeted paid and social advertising campaigns. We also helped Fredricks Design onboard to the HubSpot platform, as they were functioning without a CRM. These efforts, combined with their newly responsive, dynamic website, delivered the following results.

The Results

Just two months after its launch, the Fredricks Design website has seen exceptional results, and is providing measurable growth for the company. The new site has delivered:

  • 143.45% more users
  • 146.44% new users
  • 138.92% more sessions
  • 183% increase in overall site traffic

Since the new website launch, overall site traffic has nearly tripled, and organic traffic has more than doubled as well. Fredricks Design went from seeing about 50 to 100 organic visits per month, to an average of 200 visits per month in the two months following the launch. This marked bump in organic traffic points to a successful optimization of the website itself, as well as effective targeting of key phrases that Fredricks Design’s buyer personas are looking for.

Another metric that indicates content success is most viewed pages. After the home page, Fredricks Design’s most visited page is a blog written and optimized for key industry phrases by the Evenbound team, which tells us that our partnership with Fredricks Design is working to boost their site’s ranking, and provide helpful, engaging content for their visitors.

Measurable Growth

As a result of the increase in organic traffic the website is providing, Fredricks Design has already converted one organic lead, nurtured them through the inbound marketing funnel using the HubSpot CRM, and closed the lead as a successful sale. For the notoriously slow-moving B2B world, this is an impressively short sales cycle, and an excellent example of how a well-designed website, a targeted inbound marketing strategy, and a savvy sales team can work together to effectively generate and close on warm leads.

Inbound Marketing Growth in 2019

In just two months, the Fredricks Design website has more than doubled its traffic, bringing awareness of the company and their services to a wider pool of qualified potential clients. Beyond this initial metric success, the website has already begun to prove its value as a tool for legitimate business growth. With continued implementation of their inbound marketing strategy, and support from Evenbound, the Fredricks Design team is well on their way to exceptional growth in 2019.

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