How to Make a Website More Scannable

There is more content in our digital world than we can ever consume. It is becoming harder and harder for businesses, especially new ones, to attract the attention of their target audience and keep them engaged on their website long enough to fulfill a desirable action.

Nowadays, people want to find the desired information fast, without having to read every single word on your website. This is where website scannability comes in place.

What is a scannable website? A scannable website is a website that delivers the expected information almost instantaneously. Having a scannable website is very useful for both User Experience (UI) and decreasing your bounce rate.

This all sounds great, but how do you make your website more scannable? We have created a list of eight useful tips that will help you better understand what you need to do to make your website more scannable.

1. Apply a visual hierarchy

Photo by Igor Miske on Unsplash

From remote shopping to virtual tours, a number of companies began to shift their activities online in the past year to attract customers and increase their sales. E-commerce also experienced a huge rise during 2020 with online sales making up 21.3 percent of the annual retail revenue.

Despite the high number of businesses working online, there are still some that do not sell their products or services through a digital platform. This brings us to the big question. If you don’t have a business that conducts transactions online, do you still need a website or a web presence? Well, simply put, the answer is yes.

In this day and age, it is almost critical for all types of business to have a well-designed web page. Even if you are not operating online, you still need a website to gain an edge in the industry and over your competitors. Here are some ways it can help you get ahead and grow your business.

Strengthens the Brand Identity

If you think about, the website is one of the first things that most people search for when looking for products or services. With an easy to navigate, attractive and informative web page, you can instantly make a positive and lasting impression on the viewer. While, you may not be selling anything on your page, visitors might still remember the brand name and recall the details later on.

Your website is an important part of your brand identity and a well-designed one can help strengthen it. One of the most important part of that identity is a logo design. While it is easy to find graphic designers to design your company logo nowadays it is how you make use of it which really matters. By incorporating the logo design of the business, a relevant color scheme, imagery and font styles, you can tell people about your industry, work and values you stand for.

I’ve got to nail that contact page”...

… probably not your first thought when creating your new website. But without a clear contact page, you’re going to fall at the final hurdle. You’ve done all the work of showing up in the SERPs (search engine results pages), grabbing people’s attention on social media and getting them through your landing page amped to convert.

But now they’re faced with an uninformative, uninspiring page with a form that would make the most dedicated beaurocrat cry. So, what do they do? The sad truth is, they’ll probably give up and leave – and that’s bad news for you.

Instead of creating a contact page as a half-baked afterthought, give it the attention it deserves right from the start with these 5 tips. 

1) Think about site navigation

Don’t squirrel your contact page away. Think about how and when people might get there and then make that step obvious.

Like any entrepreneur who understands the power of the Internet, you created a website for your business, in the hopes that having an online presence will help it grow.

The thing with having a website, however, is that it can also go the opposite direction and hurt your business instead. Far too many entrepreneurs trying to bolster their digital marketing efforts through a website have learned this the hard way.

Whether a website helps your business or not will depend on a number of factors, its web design among them.

Contrary to what many people think, web design isn’t just about making a website look pretty. Sure, a gorgeously-designed website will catch the attention of people, but that is no guarantee that they will give you their business. In fact, users still steer clear of even the most attractive websites for one reason or another, which is not going to help your business at all.

Let’s take a look at some of the signs your web design is not helping your business in any way.

We live in a world where the expectations of customers have become higher than ever before. Everyone wants the best deals, the fastest service, and unmatched convenience when doing their shopping for products and services, online and otherwise.

Some people might say that customers today are quite spoiled, but they have every right to be. After all, the competition for the attention of customers is intensifying across all industries. That puts customers in a position where they can demand first-rate customer service at every turn in exchange for their patronage.

There’s also that little thing about customers being always right, which no amount of advanced technology or passage of time will ever change.

For entrepreneurs plying their wares online, the least they can do for people checking out their website is to provide them the best possible customer experience. Considering how empowered customers are today, keeping them happy as they’re contemplating giving you their business is exactly what you need to do not only to drive revenue to your company but also inspire loyalty to your brand.

Web design plays a vital role in providing customers an experience that will make them purchase what you have to offer not only once but over and over again. Great if your web design already has it covered, but if your website, as it stands today, currently provides little in the way of excellent customer experience, here are some tweaks you can do to rectify the situation.

Waves in 2020

Web design trends, like all types of trends, come and go. Remember the time when the use of stock photos was all the rage? That trend has since bitten the dust with more web designers opting for original photography.

Some of the latest web design trends of the past few years, however, have managed to stick around. Websites with more whitespace, for example, still abound. The same goes for chatbots, which we expect to become even more widespread in 2020.

Speaking of 2020, here are some of the web design trends that will surely make a splash. Whether or not they remain popular in the coming years or fade away remains to be seen.

Micro animation

It’s cute how some websites, like the ones that sell clothing, have micro animations that help prospective customers see how they would look like wearing a specific item on sale. Then again, that’s what micro animations really are for: to help users interact with the products any given website is selling. Considering how they lend customers a hand, it is very likely that micro animations will become more prominent in 2020 and stay big for some time.

Ranking high in the search engine results pages is a clear indication that your optimization efforts are working. The same goes for an uptick in traffic to your website. And if you see robust sales, then you can say without any reservation that your online business is on the right track to success.

However, not all webmasters with high SERP rankings and considerable traffic are enjoying substantial sales. Some may not even be selling anything off at all.

While great rankings and traffic are primary ingredients for a successful business online, having both is not a guarantee of one. If you have both, but sales are weak to non-existent, perhaps you might want to look at other possible reasons, like your web design practices.

Some people may not realize it, but web design plays a role in achieving conversions. SEO might get people to see and click the link to your website in the SERPs, but once they’re there, it’s your web design that will be crucial to getting visitors to stay and, hopefully, give you the conversions you need.

Conversely, a website’s design can also drive people away, especially when it doesn’t give visitors the best user experience.

If you’re putting up a website for your personal gratification, then you can be as whimsical about its design as you want. It’s an entirely different story if it’s for business.

With a business website, you’re dealing with customers, potential clients, and suppliers, among other people.  Your website design has to be completely professional in every aspect. After all, your website is the face of your business online. You would want the people you do (and want to do) business with to see your website with its best foot forward.

Here are some tips that would give your web design a more professional look.

Keep things simple.

Sure, a visually stunning website is going to draw in people. Some web designers, however, tend to go over the top and run wild with the use of colors, borders, and drop shadows, among other things. More often than not, the result is a cramped and cluttered website that gives visitors a visual overload.

These days, people typically prefer simplicity in web design. Instead of overwhelming flashy elements, try to retain a lot of whitespace. Doing so gives your content and the rest of your website’s design elements plenty of breathing room. It would make your site easier on the eyes as well.

The tools that web designers use today are simply amazing. With the tools that they pay top dollar for, professional web designers never fail to come up with websites that are as highly functional as they are visually stunning. Indeed, the top web design tools in the world today are worth every penny as far as highly skilled and experienced web designers are concerned.

Impressive as these high-end web design tools are, it’s a fact that there are still tons of free ones available out there that are just waiting to be used. While it’s true that they don’t hold a candle to the paid ones in terms of features and capabilities, these free web design tools can still be useful, particularly to people who are still starting to learn the basics of website design as well as those who don’t plan to make a career of it but want to be able to build one.

Good for you if you’re one of the countless web designers who have all the topnotch web design tools at their disposal. But if you’re new to web design or only doing it as a hobby, you sure can use some of the many free web design tools that you can find online today. Here are some of them.

1. Google Web Designer

Not a coder? No problem! There exists a tool called Google Web Designer, and just like most of the tools from Google, it’s definitely free. If you’re planning to build HTML5 creative websites, then you have to try Google Web Designer, a professional-grade HTML5 authoring tool.

Featuring a clear and interactive interface, Google Web Designer makes creating animations easier. You can also do quick prototyping on it.

When it comes to hosting a website, the functionality should always be at the core of your decision-making process. After all, if your website doesn’t function properly, your website’s users will never be able to find the information they need or be able to complete their intended eCommerce transactions.

But in today’s digital environment, “function” means a whole lot more than how the skeleton of your website operates. As it turns out, more and more website administrators are growing to appreciate the role that proper principles of design can play in creating a fully-fledged website. From balance to contrast to unity and more, there are a wide variety of basic design principles that can and should implement into your website today.

In all, there are 7 principles of design that you should remain mindful of as your graphically and functionally layout your website. Derived from traditional art and graphic design domains, these 7 design principles hold the key to unlocking a user experience that is both functionally precise and optimally accessible to all users:

Principle #1 – Balance

The first of several website design principles that you should consider implementing is balance. In graphic design terms, “balance” refers to the practice of arranging visual element such that no one element overpowers or draws attention away from the other elements. There are several different types of balance (including symmetrical, radial, asymmetrical) each of which can be ascertained through an analysis of a completed composition.

(A symmetrically balance web page is shown here, which is divided down the middle)

Source: https://spyrestudios.com/wp-content/uploads/03-adham-dannaway-website-symmetrical-portfolio.jpg

Are you thinking about creating a website for your business? If you are, then you’re on the right track. A website is still your top option for establishing your brand and a solid presence online. You don’t even have to worry if you have no web design skills whatsoever. With so many DIY templatised services out there, you can certainly create your own website from the ground up.

Still, hiring a web design company is the way to go if you want a website to look, feel, and function in the best possible way. After all, professional web designers do have the skills, experience, and an extensive knowledge of web design trends that might work best for the website you want to build.

Then again, you have to be careful when choosing a web design company. You would want to pick the right one, or you’ll find the entire process extremely stressful from beginning to end, and beyond. Here are some of the things you will want to avoid when shopping for a web design company.

Rates that are too low

We’re fortunate to live in a time where intense competition drives prices down. With so many web designers fighting for their piece of the market, it’s not uncommon for them to charge lower rates for their services to get a leg up on their competition. And if you have a limited budget for your project, intense competition for your business will indeed be your best friend.

However, you have to be on the lookout for web design companies that offer rates that appear to be too low. Chances are, that cheap price tag will only cover the most bare-bones web design they can make. And if you ask to add more features, they will likely charge you more. In the end, you’ll be shelling out more money than you initially intended.

For those who have been working in the field of web design for some time now, you have probably encountered the phrase “above the fold” more times than you care to remember. If you’re writing content for websites and blogs, you have likely received instructions to put specific keywords above the fold many times as well.

It’s easy to think that “above the fold” is a new thing considering that it seems to be an integral part of what web designers and content writers do. Some even use the concept to improve your SEO through web design. The funny thing is, the concept of “above the fold” has been around for decades.

“Above the fold” came from print

If you take a closer look at any of the newsstands you pass by on your way to work, you will notice that the newspapers on display are folded a certain way, with only the upper half bearing the headline and a big photograph visible. That upper half is what is known as “above the fold,” and the headline and the photo there are meant to attract the attention of people, then pique their interest to make them buy the newspaper.

Eventually, the concept made the jump to websites, and putting the most important and attention-grabbing things above the fold has been a common practice among web designers since.

The “fold“ on a web page

Unlike newspapers, a web page doesn’t have a physical “fold.” The closest thing a web page has to a fold is the scroll bar. The part of the page that visitors immediately see as soon as they get there is what’s considered above the fold. The moment they scroll down, they’ll be going below the fold.

Having a good website is a critical part of any business strategy these days, when people are most commonly using Google and other search engines to find the products and services that they need.

However, the definition of a ‘good website’ has so many different interpretations, so sometimes it is just easier to look at plain facts and plan around those. Facts such as the ones shown in this infographic 15 Website and UX Statistics of 2019 will help you to make some important decisions around your website improvements or serve as a reminder of why it is important to spend time on certain areas.

For example, 94% of people won’t trust an outdated website, so it is really important that you spend time to check that your website is up to date. If you have information that is incorrect on your website then people will doubt the capability of your business.

Another stat that might be useful for you to know is that 70% of small businesses miss call-to-actions. If that sounds like something that your website is guilty of, then isn’t it time that you changed that? Adding some powerful CTAs like newsletter sign up forms and other ways to get your visitors to contact your business can have a big impact on your website’s success.

Finally, it takes just 0.05 seconds to form a design opinion, so you really don’t get much time to impress people with your website. Therefore, getting across a strong first impression is definitely worth putting in the effort for. A well-designed, attractive website will certainly help to convince customers that your business is professional and can take care of them, either providing a top quality service or product.

A hamburger menu is the little menu button, made up of three stacked parallel horizontal lines, that you will find at the top of mobile apps and mobile friendly websites ... usually top left.  It is also referred to as a side menu or navigation drawer.

If you're still unsure the screen shot to the right will show how this website looks on a mobile phone with the hamburger menu in the top left hand corner.

It looks neat and sits tidily at the top of the screen and most users are now familiar with it's use and will know to head there when they want to navigate to other pages of the mobile friendly website.

Should you use a hamburger menu on the desktop version of your website

They are now increasingly appearing on desktop websites in place of the menu bar that we're all used to seeing at the top of our websites. They do look neat and it does demonstrate you and your small business website are keeping up with the times, but here are a couple of reasons why you may want to keep your regular menu bar for the desktop and only deploy the hamburger menu on the mobile version.

1 | Click rates for hamburger menus on mobile apps and websites are low

By using it on the desktop version of your website you are running the same risk. Why would you want to take the chance of reducing clicks through to other valuable pages of your website just because it looks current? 

Almost half of all small businesses still don't have a website. Given how much technology and the internet has changed how we research and buy 'stuff' in the last 10 years that is a staggering statistic.

The most common reason for not having a website is that most small business owners think that their small business 'doesn't need a website'.  Here are a couple of reasons why it might be time to consider your options for getting your business online:

1. It's an online brochure or shop window

Unlike that brochure you handed out at the networking event which is now most likely in recycling or buried somewhere in the car if you gave it to me, your website is a permanently available brochure and shop window.

Anyone you meet can immediately check your business online and can return to it at a later date ... it won't get lost.

2. Business credibility

By having an online presence you immediately indicate your permanence. You are serious about your business and you are investing in it.

I recently placed an order for some made to measure curtains with a well known high street and online retailer. I ordered fabric samples, measured up and placed my order. There was a long lead time ... over 2 months. I was very excited when the day finally arrived and the box was handed over.

I'll pause here for a moment to explain the reason for this blog post. I want to demonstrate the importance of communicating accurately with your customers via your website as well as making sure that detailed information is presented in a visually accessible way.

Make it clear, crystal clear, what information you need from your website's visitors in order to fulfil their expectations.

So ... back to the curtain story. The courier handed me the box. It felt a little light and I was slightly concerned. Something felt not quite right. I opened the box and drooled over the beautiful fabric and the pinch pleats. I'd been wanting these curtains since I moved in ... over ten years ago. I was allowed to be excited.

I held up one of the curtains. It was nowhere near wide enough. In fact it was about half the width it needed to be. In complete panic (even with the 30% discount these were a big investment for me) I went back to the email confirmation and my tape measure. The curtain width I'd ordered was correct the curtain I'd received was not! 

From the title of this blog post you've probably already worked out that someone made a mistake and in the retailers eyes that was me. In my defence this is the form that I completed when I placed my order.

There is an art to writing copy for your website. You may enlist the services of a professional copy writer, but chances are, if you’re a small business on a budget, you may decide to tackle it yourself. After all, you know your business better than anyone.

So you have all the facts about your small business and its products and services, but here are a few guidelines, to help you present all that knowledge in its most effective manner. It’s about attracting the right readers who will convert to customers.

Who is your ideal reader or visitor to your website?

First of all who do you want to engage with the text content on your website? Think about who your ideal customer is and what is most likely to appeal to them. You want to stand out from the crowd. You want them to pick you over your competitors. Imagine you are talking to them as you write and that you’re having a conversation with them through the text content on your website.

Have a clear understanding of your message

People like to read about themselves and your website visitors don’t necessarily want to read about how great you think your products or services are. So with that in mind focus on making the benefits of your products and services personal to your reader. Readers like to feel that they can identify with a problem or situation. Show that you understand their needs and demonstrate how your products and services can help to benefit them.

Have the right headline … make your text eye-catching

Yes you need more than a few magic words to seal the deal, but most website visitors are in a hurry. They don’t want to make too much effort to read long pieces of text and the right headline can convey your key message as well as encouraging the visitor to read the rest of your content.

After all what you look like has no bearing on your ability to do your job and deliver your services.

Think again. You're representing your small business and possibly starting from scratch. You go to those all important business networking meetings and make a whole bunch of useful contacts. You hand out your business cards with all your contact details. You've probably collected a few yourself. Well so has everyone else and your card and details are in amongst them. 

What do you do when you get back from that meeting with all those business cards? I sit down and look at the websites of the people I've met and I look at their various social media profiles. At this point, I sometimes find I'm having trouble matching the faces I've met with the details I've collected and this is where a photograph on a website or social media profile is essential. I never forget a face and I have been to many networking meetings where I've recognised the face of someone I've met before, but can't quite remember how or what they do. With this in mind the photograph really helps lodge that person I've just met in my memory.

Having a photograph on your website is one of the many small things that can help when trying to stand out from the crowd of the many others who are competing for your potential clients.

On the other hand your potential customer could have come across your website and got in contact with you. The next step is usually that all important first meeting. If you're a small business working from home, the chances are this meeting will be in a public place and not at your home. If nothing else that photograph helps your prospective client identify you and saves the embarrassment of accosting strangers in a coffee bar. I've done it!