With the UK economy going through historically choppy waters and the cost of living crisis strangling business and consumer budgets alike, companies are caught in a tricky situation. Do they continue to invest in their business’s marketing? Or do they slash costs and bunker down? A well-designed website can greatly increase traffic to your business.
While the former might appear to make more sense, many experts agree that slashing your marketing budget is often a poor choice during a recession. In 2022, most business’s websites form most of their marketing spend and to continue to attract custom, they need to work properly.
But if you run a business and want to shore up your online shop front, what do you need to do to make it shine? How do you tailor it to your needs?
What Does a Well-Designed Website Look Like?
Good website design comes down to a few key things:
- It must be purposeful, accommodating user needs.
- It needs to look great – colour, imagery, and text need to support, not detract from, your offering.
- It must be navigable. If customers can’t access content or product listings, then they’re much less likely to purchase.
- It needs content – to describe your offering, customer service, and USPs, as well as answer questions your users might have.
- It needs to work. A fast-loading, responsive website that loads in less than two seconds will mean you’re not losing customers to lag.
- It needs to be optimised for mobile. In August 2022, Statcounter figures showed mobile had over 60% of the global market share – customers crave mobile experiences, so you need to provide them.
How to Tailor Your Site to Your Business?
So, we know what a good website looks like, but the next step is to work out what yours is missing and fix the issues.
Here, the first step is to audit your content versus your competitors with the design points we’ve listed above. You can either do this yourself or hire a web design agency to do it for you, but whichever you choose, you need to come out the other end with a clear idea of what you’re missing.
Next, you need to understand your customers. Ideally you should have this information already in your business plan. If you don’t, work out who your customers are, what their beliefs, needs and wants are. Then, think about what they need to know when purchasing from your website.
Armed with information about what your audience wants and how you’re lagging your competitors, it’s time to get improving, whether with the help of a web agency, or in your own time. Hopefully, if you’ve done the previous steps, your website should be well-positioned to weather our challenging economic times.