Four Keys To An Effective Website Design Using Squarespace

 4 key elements to a website redesign using squarespace.jpg

4 key elements to a website redesign using squarespace.jpg

Congratulations! You've picked a URL and a domain name for your website, armed with the knowledge that your website is as essential to growing your business as you are. So you're done, right? Well, no, not quite. An effective website design is one that finds its first sale in lead generation and continues to grow and change with the shifts in your business priorities. It’s what you do with your websites that set you apart from the competition. Here are the four main elements of an effective website design. 

Navigation and User Experience

While it’s fair to say that behind the curtain, you are more than what your website has to offer, your clients will never understand that. To this extent, their first impression of your website is their first impression of your product, and it could be the only one if they can’t find what they’re looking for. One of the most important components of an effective website is effortless navigation. Most user-friendly websites have a navigation bar in an upper corner, whether left or right, followed by a series of clearly marked hyperlinks in the footer. Both the navigation bar above the header and the navigation footer should contain a link back to the Home Page, ‘Contact Us,’ and an unordered list of your products and services. Squarespace provides a variety of website templates. Familairizing yourself with these templates is a good first step. 

Well Written, Keyword-Rich Content 

No matter how aggressively you intend to market your product in the content of your website, an efficient website design demands that such content is free of grammar and punctuation errors. Many website owners enlist the services of professional ghostwriters to ensure that the content displayed is appealing, toned appropriately and free of error. Whether you choose to write the content yourself or have someone else do it for you, ensure that the tone of the copy is compatible with what you are promoting and edit it for spelling, grammar, punctuation and validity before you post it on your website. 

The average user spends less than two seconds navigating an unappealing website, and the number one offender, among other deterrents like color, over-excitement, and bold text, is often just fluff. If users cannot find what they need on your website, or at least something that will take them there within a few seconds, you will have lost a prospect, a permanent lead, and a client. 

For this reason, many website owners have strong ‘Calls to Action’ in the upper half of the web page, urging customers to either sign up for mailing lists or to enter their name and address to secure payment. Squarespace cover pages make creating landing pages easy. Web sites that contain an effective call-to-action on the homepage, in conjunction with links to superior content highlighting their main products, have a tendency to perform exceptionally well. 

Target Audience Visibility in Search Engines 

Free search engines run on keyword density, which means that in a Google search, your website is a needle in a haystack. Your aim is to separate your website from those who use similar keywords to drive business to their websites. Your primary initiative is to get found online and then convert visitors to leads. Use your important keywords in your titles and sub-headers, and your supportive keywords in the content. The higher the popularity of your keywords, the more competition you will experience. This problem can be solved with your overall keyword density on multiple pages within your website and blog. Too little keyword density gives another website visibility over yours. Generally, .5% to 1.5% keyword density is appropriate. How you use your keywords has an effect on search engine results as well. Use title tags, headers and image captions that have keywords and ensure your URL/page name explains why someone should click on your page over a competitors website.  Blog pages should contain direct links and call to actions that drive visitors to a landing page or another page within your website. This encourages visitors to click through to another internal page and helps reduce your bounce rate. Pay-per-click advertising should send customers to a landing page with your company name and a contact form. Ensure landing pages have content that shows them exactly what your offer is.

Creating a website that looks good is realtively easy with website builders like Squarespace but ensuring your website attracts visitors and convinces them to consider your services takes planning and ongoing effort.

About Michael Conway

I'm the owner and strategist at Means-of-Production. My firm builds Squarespace websites, Houzz profiles, and content marketing and advertising solutions for architects, interior designers, design-build contractors and landscape design firms. Our all-in-one marketing tactics attract the right clients with exceptional architectural photography and brand messaging that sets you apart from the competition.