With diminishing attention spans, brands have a short amount of time to grab visitors’ attention. Below are five quick and easy ways you can upgrade your website to increase digital impact and enhance user experience.
These tips serve to prompt your target audience to act on a Call to Action (CTA).
Pick Your Font
Fonts include three main elements: typeface, color and size.
Typeface: Stick to two consistent typefaces throughout your website. The most popular principle for creating typeface combinations is to pair a sans serif header typeface with a serif body typeface. Some pairings< work well due to their contrast, while other pairings thrive on similarity. For example, Alegreya and Alegreya Sans (similar), Libre Franklin and Libre Baskerville (contrast). Your typeface needs to be easily readable and versatile as your website will be viewed on a variety of devices with different screen sizes.
Color: Readability is the most important aspect when choosing or altering your website’s font color. In order for your content to be read clearly, consider creating a sharp contrast between your text and website background. It’s important to have either a light background with dark text or vice versa. Tip: Stick with darker text on longer paragraphs; this will help make longer forms of copy easy to read.
Font Size: As a best practice, your main body text should be 16px – this size is neither too small nor too big. 16px is about the same size as text printed in a book or magazine; publishers have accounted for reading distances, so we’ll take it from them.
Colors conjure emotion. Is your current website color scheme aligned with the message you want your brand to convey? There are no right or wrong colors so long as what you’ve chosen works to support your company’s business goals. For example, financial service firms seek to evoke trust and confidence, so they may want to use the color blue. News networks tend to use a red banner at the top of their navigation to heighten alertness – a color decision that suits content concerning breaking news. Take some time to think strategically about the colors you want your brand to be associated with, because it’s more important than you may imagine.
Here are the most common emotions associated with each color, according to industry experts:
- Brown – warmth, coziness
- Purple – luxury, wisdom
- Black – power, sophistication
- Orange – energetic, vibrant
- Grey – somberness, stability
- Green – natural, growth
- Blue – trust, confidence
- White – purity, simplicity
- Red – excitement, passion
- Yellow – happiness, joy
- Pink – youthfulness, romance
Navigation Bar User Experience
Ask yourself: is your website organized in a logical way? User experience is one of the most important elements of your website. To start, take a look at your navigation bars. This is a website element that a user’s eye is first drawn to, and may be overlooked when developing your site. Visitors should be able to find what they need in as few clicks as possible. Common mistakes include hard-to-find links and clickable CTA buttons that are not easily visible or misplaced. Your header, footer, and navigation bar should be consistent on all of your web pages. This ensures that your visitors can easily access all pages and get to that ever-important CTA.
Call To Action
Your call to action, or CTA, is huge – it’s the most important action for your visitors. You’ve got your visitors on the site, they’re interested, now what do you want them to do? Tell them! CTA’s are usually represented by buttons and links that prompt a user to fill in an informational form or make a purchase.
The Von Restorff Effect, also known as the “isolation effect”, predicts that when multiple similar objects are present, the object that differs from the rest is most likely to be remembered. Consider choosing an accent or contrasting color for your CTA button. For example, if your site is predominately green or light green, find a nice red or a warm orange that accents your color palette.
Your site’s CTA will depend on its purpose. Do you want people to buy, download, register, subscribe, view, share, or follow? Use a simple and straightforward CTA – your number one goal is to get your visitors to take action. If your CTA is not clear as day, think more about how you would like users to act. You could be losing customers if it’s not clear.
Broken links (links that no longer work) negatively affect a website’s search ranking. Your website will consistently change, whether you are adding content or updating the site’s design, and it may be difficult to manually identify broken links. Consider enlisting a free link-check website like brokenlinkcheck.com and allow it to scan for problems. It only takes a few minutes to run diagnostics and you will receive a report with instructions to follow for repair.
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