Kim says the problem stems from businesses not doing their research to find out what the expectations of their customer are. Businesses need to be more in tune with what customers want and what motivates them. Not cramming so much content in the top half of the home page wouldn’t hurt either, Kim says.
Hear Kim explain more about how businesses can design for their target market in the video below:
Here are some key takeaways from the video:
- A business website should have a clear path for the visitor to follow. Offer them a clear direction as to where you want them to go next, don’t lead them in 10 different directions.
- Kim recommends businesses start out by nailing down their site requirements, including business goals, SEO goals, mobile-friendliness, and accessibility.
- The first thing you should do to immediately start seeing better results is put your money-making link front and center. Kim says too many businesses bury their main call-to-action link at the bottom.
- The new fad is flat design, as seen in iOS 7, which Kim is vehemently against. As humans we like to push buttons, Kim says, so she always recommends beveled buttons on websites. Big buttons with contrasting colors and good, descriptive link labels are the keys to getting people to click on your money-making pages.
- Avoid distractions like image carousels and don’t overwhelm the visitor with too much content up front. Be very precise with what you want them to do when they land on your homepage.
Please visit SEJ’s YouTube page for more video interviews.