The most important way a company website can serve customers is by enabling them to find what they need quickly. To deliver a website that does this, don’t weigh your website down with heavy graphics and video that can slow the site’s loading speed or serve as a distraction. A well-designed website might impress customers at first glance, but it won’t hold their interest if they can’t find what they’re looking for. Focus on user experience, and in return you’ll give customers the service they deserve and get the sales you want.

Make It Intuitive

FAQsPotential customers won’t stick around for long if they can’t navigate with ease. To allow for this, your website should offer an intuitive design that flows. Make sure your graphic designer is focused on easy navigation, rather than all the bells and whistles—those can all come later once you have the basics in place such as accessible tabs for FAQs, Services, Pricing, and Contact. Also, consider adding a search box to help customers find what they need quickly. According to Google, 50 percent of people don’t buy because they can’t find what they’re looking for.

Perform A/B Testing

Marketing novices and experts alike get intimidated by A/B testing. But even an artistic entrepreneur can master the practice. The idea is for you create two websites with different sales copy, headlines, calls to action, graphics, and anything else you want to compare. Tools like Google Analytics or Optimizely can help track traffic and conversions for each web page. The upside to A/B testing is that you can hone in on a simple element such as a headline, or create completely different pages and see how each converts.

Tools like Crazy Egg can help even further by allowing you to create a heat map that shows where people click on your website. By spotting the areas where people click the most, you can evaluate if you’re using your website’s layout wisely.

Create a Help Center

A help center can direct current and potential customers to the information they need and help resolve issues quickly. Sites from Pinterest to Google offer help centers complete with tutorials and troubleshooting tips. Create your own help center to offer customers the best resources. Or, if your team needs to stay focused on sales, enlist a cloud-based contact service solution to assist with service and help reduce overhead costs. If you opt for this route, go the extra mile to get set up with personalized customer menu options, voice or chat interaction, and dashboard monitoring for your staff.

Focus on Your Features and Benefits

Think of your audience’s needs before making any major changes. A newly designed site and logo may be flashy, but it won’t help solve customers’ problems if you haven’t thought through how to resolve their issues first. Think about how the big players are doing it. Apple marketed its iPods by boasting about its benefits of housing thousands of songs, rather than focusing on its gigabytes. Weave your features and benefits into your site’s sales copy to make it clear what your customers are getting and why they should want it.