Websites have developed into much more than just text and information on a single page. Informational websites are ones that are designed to give personalised and branded resources for future and current consumers, members, investors, and so on. These websites are typically focused on content and design. A good informational website can be a terrific sales tool for your firm.
It can generate leads, enlighten potential customers about your firm, and serve as the first point of contact between you and your clients. But this is not everything that your users need.
Today’s users want your website to provide quality, entertainment and an overall comfortable experience.
The look of your site, as well as the location of your CTAs, can all have an impact on how long the users stay on your page. Fortunately, creating a vibrant presence on your informative website is quite simple.
Table of Contents
1. Make sure all content is conversational
When people visit your website, the more jargon and marketing speak they have to interpret, the less likely they are to interact with it.
And specifically, in cases of informative websites, it becomes easier for visitors to read and understand your material, as well as navigate your site if you use a pleasant conversational tone.
Simple language guarantees that your content is accessible to and useful to everyone. Conversational writing employs the words and phrases that your target audience use, which are known as keywords in the SEO world.
The more you employ their language in your material, the more likely it will appear in search results.
2. Use readable, aesthetically pleasing fonts
The first thing that draws attention to your content is its appearance. You must use easy and understandable fonts.
To attract your readers, the site copy must use the appropriate font, colour, and text size. To make your website text clear and engaging, choose attractive fonts that are visually balanced and unique.
This will attract new visitors as they will be compelled to read the articles and blogs just by their pleasant looks. Brandon Grotesque, Museo Sans, Railway, and Playfair Display are some beautiful, widely used fonts.
3. Bring users in with video and detailed imagery
Landing pages with videos can increase conversions by more than 80%. When visitors have something visually appealing to look at, the chances are more that it intrigues them and makes them stay longer.
They also understand your content better when there are pictorial and graphical references that help them. Videos and pictures, like subheadings, are also ideal for breaking up long paragraphs of material.
Long paragraphs can be tedious and boring for users.
Incorporating images relevant to the text, such as infographics, can assist users in visualising the content.
Using photographs is also an excellent approach to promote the items or services that a website provides to its visitors.
It is not only more user-friendly to break up extensive text with media, but it also improves the appearance of a website. To ensure a high-quality user experience on both desktop and mobile platforms, employ scalable images (SVG).
4. Choose your website colours carefully
Choose your website’s colours with care. A great blend of elegance and clarity is required. Choosing the proper colours to connect with your target audience and enhance customer trust is essential.
A colour scheme is an effective tool for creating a successful website. Colours are utilised to draw attention to your business and connect with your customers.
They are an emotional manifestation of a person’s personality. They wield enormous power over the audience’s emotions and behaviour. Not only should your colour palette be appropriate for your industry, but the contrast between the backdrop and text should be sufficient enough that the visitor can read the content without straining their eyes.
Keep in mind that the site’s colours can always be a little more creative. Try to combine hues for a palette that is related to your industry and represents the idea of your company best.
5. Use Animations
A number of websites use animations. This could be a background animation, an entrance animation, or a gif movement that draws attention and makes visitors look at your content for a longer period of time. The moving gradient backgrounds and text animations are really appealing.
Animation is the ideal medium for communicating your message since it allows you to talk directly to your audience on a personal level. Use it to create incentives, stimulate social media sharing, and boost client loyalty.
6. Provide Extensive Details
When a visitor arrives at your page, they expect to get the information they need to make an informed decision about a product or service.
If the visitor needs to do a dense search for this information, they may conclude that you do not have the content that they are looking for and might get frustrated and go for a competitor’s website.
The more detailed and easily available information you can provide on what you have to offer, the better. Provide an in-depth guide for your consumers that addresses any questions they may have.
7. Include Categories/Sub-Categories
This is one of the initial activities you can do to build a thriving website that people prefer to visit. Implementing organisational and compartmentalisation functions complements how humans naturally work — we arrange the world we inhabit so that it makes greater sense to us. The same concept applies to your website.
The framework of your website content is something that you should pay attention to; it creates a good user experience and makes your site simple to use and navigate. The utilisation of categories and sub-categories undoubtedly contributes to the ability to increase customer engagement.
8. Make things easier to find by using calls to action
Do you have powerful calls to action (CTAs) on your pages in strategic locations? Visitors who decide to buy or sign up for your newsletter want to know how to proceed. Make it simple by including a powerful CTA that is easy to find. Use a colour that will stand out against your website background, as well as the phrasing of the CTA, which should be simple.
By adding a clear CTA to each new piece of content, you ensure that it fits into your entire B2B marketing strategy. This further allows you to grow a larger audience and convert more into clients. The correct plan will hold you accountable and aid in the success of your business. For example, if you have an e-commerce site, having “Shop Now” buttons alongside your navigation bar will have far more impact than a plain navigation link. And if you operate a nonprofit, having a “Donate” button alongside your menu bar will make contributing a snap for visitors.
9. Don’t be afraid of blank spaces
White space on a page is a simple empty area. It doesn’t have to be completely white; it just has to be devoid of any text or graphics. It can improve readability and remove clutter from your website design if done correctly.
White space can also aid in the direction of focus and attention. It emphasises which items on your website are the most significant.
This will not only draw the user’s attention to your material, but it will also speed up conversions. It allows you to isolate features and concepts so that visitors can quickly understand what you want them to view rather than having to visually sort through a noisy and congested layout.
10. Encourage feedback
People enjoy discussing fresh ideas and opinions, especially when they are given the opportunity to provide feedback.
Take the time to find out what your frequent visitors want to see on your page. Getting direct feedback from your target audience will help you identify missing parts that you might not see on your own.
Feedback can be integrated with your knowledge base to provide a higher level of self-service. It can auto-suggest replies and pre-populate information in the form as clients fill it out. Customers appreciate the ability to serve themselves. In fact, 70% of customers expect a company to provide self-service help.
Users also frequently know exactly what they dislike about a website. It is your responsibility to turn those negative remarks into positives by improving any elements that your visitors detest. When you put the user at the centre of your design and content, your site will become more user-friendly by default.
These changes will instantly make your website more viewer-friendly, but the key to a solid vibrant website presence is to make regular improvements.
Take the time to ask your consumers what tools they would find useful and incorporate them into your website. This will help you go a long way. Remember that the tools required for an e-commerce site will not be the same as those required for a blogging website.
Everything should be tested, and you should try to see your site through the eyes of your target audience. Eventually, your site will become more user-friendly for your regular visitors, maybe leading to additional visitors and new clients.
We are Team EMB the voice behind this insightful blog.