In my last article I discussed choosing the best WordPress theme and focusing on design options to create the most impact for your website visitors. This covered the visual part of the user experience or UX. In this article, I am going to focus on the user interface or UI.
By now you have purchased the best domain name, chosen the best hosting company, and we’ve installed the best WordPress theme for your business. Now, it’s time to figure out your website’s structure. For a typical business website that user interface usually consists of a few “common” types of pages:
- Home. The front page of your site.
- Services. What your business provides and who your target audience is is on this page.
- About. Sometimes named “Who We Are,” this page where you talk a bit about yourself and your business. It should include your “passion statement.”
- Testimonials. Testimonials are very important for establishing a return on investment for your potential new client.
- Contact. The “Contact” page includes all the information your new and current clients would need to get in touch with you: address, map, phone, email, social media links and a contact form.
- Blog. Blogging is one of the most effective ways to communicate and exchange information with your visitors, draw more traffic and build content for search.
Your home page lets visitors know instantly what your company is about. When a potential client lands on your website, you have mere seconds to tell them what your business does. Be certain your messaging is clear by creating a short, meaningful tagline, using graphics wisely, and using your home page content as a supplemental navigation drawing visitors more deeply into your website.
The next item on the menu should be the second most important page on your website: your “Services” (or products) page. Visitors need to see exactly what you do and, if possible, exactly what it will cost them to hire you. Include effective descriptors for each service, telling your visitors the benefits and the ROI – return on investment – they are likely going to receive.
Then there’s your “About” page. While it is important to share a little about who you are its more about what you DO and why you do it. I call this the “Passion Statement.” It’s an opportunity to truly engage the visitor and develop in immediate connection. Don’t forget to include a professional photo of you.
You’ll also want to provide a variety of ways people can reach you via your “Contact” page. Your “Contact” page should include your physical location and map, phone, cell phone, and email address. You should include links to your social media profiles, as well: LinkedIn and Facebook are essential for most professionals. Additionally, you should a quick contact form such as Contact Form 7, a flexible, free plugin for WordPress that does the trick nicely.
Finally, Blogging is one of the most effective ways to communicate and exchange information with your visitors, draw more traffic and build content for search. Please make the commitment to consistency; whether you write one article every week or once a month, always publish it the same time on the same day. You do not want your visitors to find an abandoned blog or long periods of inactivity on your site. Your visitors will question whether you’re in business.
Keep in mind who your audience is; write about topics of interest to your ideal client. And remember, you don’t have to have a blog to have a successful website, but it is a great sales and marketing tool if you use it correctly.