5 Tips to Improve Your Website’s Aesthetic and User Experience

by Lauren Taylar 

As a business owner, your website can say a lot about your professionalism. It’s commonly the introduction that potential clients have to your business, so it’s important to make a good first impression.

The unfortunate truth is that people may choose your competition over you because of your website’s appearance and user experience.

Here are some tips to spruce up your website so you can attract more leads and make more sales.

 

Choose colors wisely

When people land on your website, it takes a matter of seconds to decide whether they want to stay and look around or instead click out.

Color psychology, the human behavior behind colors, is very important. Since design is what initially captures people’s attention, it’s strategic to choose colors that match the vibe and emotions that ideal clients would feel attracted to.

If you’re a fitness coach who wants to come across as powerful and loud, then bright and bold colors would make sense. If you’re a financial consultant who wants a serious and professional tone, maybe you would choose shades of black, grey, and cream.

Additionally, you want to make sure that the colors you choose are complimentary. For example, soft lime green would most likely look very strange next to fire engine red. The four to five shades in your color palette should flow together nicely.

 

Use lots of white space

Having clumps of paragraphs and images stacked on top of each other can appear overwhelming. In this instance, a website visitor is less likely to read the content.

Don’t be afraid to have white space, or negative space, between sections and elements on your website. This makes it easier for website visitors to digest your content and creates a better user experience.

Overall, your website will feel more spacious.

 

Include calls to action on every page

Are you telling website visitors where to go next once they reach the bottom of a page? It’s imperative that you include a call to action directing someone to a page you want them to go to next.

Make sure you add the link as a button, not text. Buttons stand out more because they’re larger and don’t blend in with surrounding paragraphs. You’ll see higher conversion rates with button links.

 

Use messaging that connects with ideal clients

Whether you’re offering a done-for-you service or coaching and consulting, it’s important to include messaging on your website that helps ideal clients see that you understand what they’re struggling with, why you’re the solution, and how you’re going to take them from where they are currently to where they want to be.

Writing copy specific to one audience will lead to more sales compared to vague copy that speaks to everyone. This information should be on your home page, about page, and services page.

Your services page is an example of a place on your website where having clear and compelling copy could be the difference between a potential client filling out your contact form or clicking out. This page should not only include your packages, but also detailed information that demonstrates you know what your ideal client is experiencing.

 

Optimize all images

One of the most overlooked pieces of a website is SEO, or search engine optimization. SEO is the process of making your website readable by search engines like Google. It’s a common marketing strategy used to increase visibility in Google.

Before uploading images to your website, you’ll want to resize them to a much smaller format compared to their original form. Uploading large files to your website can slow down the load time. Website visitors expect a page to load in under 3 seconds, so it’s important to do this extra step.

Tools like JPEGmini and Tinypng are amazing for condensing the file size without hurting the quality of the image.

Your website can be a powerful tool for your business. Following these tips will help your website work for you, not against you.

 

 

Lauren Taylar is a Squarespace website designer and SEO strategist. She helps powerhouse coaches and creatives build a highly converting website and create an evergreen lead generation machine so that they can stand out, get seen, and make more sales. After spending 2 years in the SEO industry servicing billion-dollar global brands, Lauren is passionate about combining the art and science of websites to give her clients a rock solid online presence.

 

 

 

 

 

 

 

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