“It’s the simple things in life that are the most extraordinary.”
More blogs, more product pages, more CTAs… the ongoing trend in digital marketing is more, more, more. But, to stand out you want to do something different. The customer doesn’t benefit from bigger, more complex web design. While larger sites can rank better in the search engines, your visitors will appreciate a site that is short, sweet, and succinct.
Don’t shy away from simple, bold web designs. Studies have shown that simplistic websites often have lower bounce rates, and rank just as well in the search engines as large, complex sites. Focusing your content on a few core pages, and minimizing the “clutter” will not only help your customers have a better user experience, but it can help you turn leads into sales better than a bigger website can.
How Simple Websites Are Better for Users
Simple designs load faster for users. This is true for both mobile and desktop applications. A faster load speed is a significant advantage in terms of SEO. The faster your website appears, the less likely it is for a customer to “bounce,” or leave your site after only viewing one page. Lower bounce rates, as well as the load speed itself, are factors that Google accounts for in its rankings on the search engine results pages. Plus, your users will have an easier time finding information, and an overall better experience.
A simple design may seem less “marketing friendly,” but it is more customer friendly. Most of the content on a website is there for the marketer’s advantage – for better rankings, more keywords, and seemingly more opportunities to communicate your brand message. However, most customers only view two or three pages of your site – at best – to find what they need. The more cluttered and wordy your site becomes, the harder it is for the user to find the content they want.
Having a simpler site also makes it easier for you to guide customers in to taking certain actions. If your customers have to go through two or three landing pages to get to the product or content they want, they may abandon the search and look for another site. If you want to shorten the customer buying journey, take them directly to the content you want them to see. You don’t need many landing pages and popups to convince a user to make a purchase they may already be poised to make.
Simple websites don’t feel or look spammy so they establish trust more quickly with customers. No one wants to feel like they’re being pressured or aggressively marketed to. A simple design will allow the user to feel that they are in control. The less you give them, the more they will want to learn on their own.
For more tips on attracting, nurturing, and selling, purchase a copy of Scale Up Your Profits! here.