As business people, as individuals, and family members, as human beings, we all know how important relationships are to existence.
When it comes to running a website, we can become disconnected with those “eyeballs” that are investigating our offerings. So many fish swimming past your fishing hole.
The trouble is, as website operators, you can forget that you have an incredible opportunity to make connections. Simply putting your offering out on a web page, a product, a piece of content, a service, simply is not enough to convince users to continue to interact with you. Simply existing is not enough to build relationships.
It is no different than real life.
In life, we smile and say hello when we see another person. We complement them and say that we value them by making eye contact, and by engaging them.
It is no different than your relationship with your visitors when running a website. But so many website operators are missing this key piece of the puzzle when it comes to their path to success.
User Experience: Your Most Important Focus
If, as a website operator, you are not constantly focused on your end-user’s experience, if you’re not putting all of your efforts into how every single person who is coming to your website is EXPERIENCING your offerings, then it is no different than just walking down the street with a sign that says “My name is Joe, and I know stuff about [whatever you’re offering]”.
UX: Engaging Content
So, are you putting engaging content with visually stunning graphics on your website? Are you providing some content in the form of video? Not everyone looking for your offering will prefer to read your well crafted paragraphs of sales material. Consider recording a video talking about what it is you offer, and connect with them.
By 2020, over 80% of the Internet’s traffic will be attributed to video. Why? Well, lots of reasons. But basically, the throughput is now available for people to get streaming video without having to wait for minutes (or hours) to buffer what it is they want to watch. Users are becoming accustomed to viewing movies, tv programs, instructional videos, and reviews, right on their computers, tablets and mobile phones.
This is your opportunity to connect to your visitors, to show that you are a real person, and by doing so start to build that relationship. Look them in the eye, and have them experience you — because people do business with people, not with businesses.
UX: Responsive Design
If you are running a website, and it isn’t set up to respond to different types of devices (desktop vs tablet vs mobile phone) then it will fall farther and farther away from being accessible to those people that need what it is you offer.
Search engines are giving priority to websites that have their content ready for mobile devices. As over 50% of website traffic, and over 50% of e-commerce transactions, are now done on mobile devices, you’re going to lose out if your website is not formatted to be responsive for all device times.
If you have one of the old-school non-responsive websites, fear not. There are responsive website templates that are available to help you upgrade your website. If you’re not one to make those changes yourself, usually the businesses offering this new generation of website design will also have services available to transfer your old website content to the new state-of-the-art mobile responsive designs.
UX: Page Load Speed
If you have engaging content, and a responsive design, then next you should focus on making sure your website is loading fast.
You can have the most exciting looking website, but if it takes forever to load you’re going to:
- lose visitors with load fatigue
- lose rank positions in search engines
It’s pretty obvious that if a website loads too slowly, that you’re going to get people that don’t want to wait around and hit the ‘back button’ on their browser.
But what can also happen is that if you have a slow website, your position in the search engine result pages can be in jeopardy. Search engines, especially Google, want to provide results for pages that load fast. So if your site doesn’t load fast, but your competition’s website DOES, where do you think your site will rank?
This is incredibly important to consider. Google has a tool to help web developers identify what they have to work on to make their web pages load faster. It’s called Google PageSpeed Insights. Google PSI is a fantastic tool. But it’s just a tool to tell you what you need to do, it doesn’t actually fix anything — that’s up to you.
But if you don’t know how to accomplish the tasks that Google PSI suggests, it can be difficult and frustrating to implement. If you do know how to implement their suggestions, then it is just plain time consuming.
We’ve been developing a website plugin to take all of Google’s suggestions and implement them automatically to make your web pages load faster. This website plugin is called Accelerator.
Accelerator tackles this particular User Experience aspect for you, all automatically, saving you valuable time.
Your Most Powerful Asset
You can do this. Engage your visitors, make sure your site is mobile responsive, and make sure your website loads fast. Make user experience the primary focus for your website — your interactions, your relationships are your most powerful asset you have, in life, in business, and on the web.