Developing a new company website is often perceived as an arduous task – with many individuals offering their ten cents to questions such as:

  • How should the themes, colours and illustrations reflect our brand?
  • What will our existing customers think of the change?
  • How do we ensure it appeals to search engine requirements?

With so many ideas up in the air, it is important to keep these elements in focus:

Mobile

If you’re aiming to develop a new website this year, chances are your existing site won’t be mobile optimised. The implementation of Google’s ‘Mobilegeddon’ update in April 2015, together with the fact that the number of web users now accessing the internet on a mobile device has taken over the number of desktop users for the first time, provides two very good reasons for ensuring your website is completely mobile optimised.

Following increased smart phone activity, search engines advised businesses to create a mobile version of their existing site – where you could ‘get away’ with detailing only information required for mobile users – thus resulting two separate sites. However, this has changed in recent months and now search engines advise all desktop sites to be completely mobile optimised so that user experience is not compromised.

To really enhance user experience, incorporate elements of the design beneficial to mobile users – i.e. a design that is easy for smartphone users to navigate with their fingers, with contact forms that are simple and easy to complete.

Video hubs

According to recent statistics, video content is going to account for 69% of internet traffic by 2017. This is huge. Therefore, if you haven’t got a space for video content on your site, chances are your stakeholders will be moving to a competitor who does. Creating your own vlog page or video gallery with direct links to your YouTube channel will tick this box, and ensure your site visitors are more engaged as and when they click through.

Content

Though meta tags, titles and descriptions still play their part in web development – content has been king for a number of years now and is looking to maintain the rein for the foreseeable future. With that in mind, use the redevelopment of your site to refresh your copy, ensuring it includes useful, engaging and helpful content where relevant – together with top search terms for increased optimisation.

Use the content rule of thumb for offsite optimisation, generating links to your site from credible content on authoritative platforms.

Choose the right platform for the long term

Developing a new website is often perceived as a great expense for many businesses, which is why many go down cheaper routes of using templates and builder tools like Wix. However, the development of a new site should be seen as a long term investment – acting as your online shop window for years to come.

Aside from the fact Wix templates have experienced indexing issues with Google in recent months, historically they don’t perform well and will not provide you with the return on investment you may receive from more advanced platforms.
Take the time to research what platform will work for you in the long term, both within the search engines and as digital representation of your business.

User journey and calls to action

Ultimately, it is still important to understand the needs, requirements and demographics of your target audience, so bear in mind what design features and call to actions will appeal to them. Design features like well-written headings, consistent fonts, spacing and illustrations will enhance this experience and aid a lower bounce rate.

By Mark Wright, Director, Climb Online

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