8. Design every page as a landing page. "Most websites have a design that assumes a user enters through the home page and navigates into the site," says Michael Freeman, senior manager, Search & Analytics, ShoreTel, Inc., which provides hosted VoIP, cloud PBX service and business phone systems. "The reality, though, is that the majority of visits for most sites begin on a page that is not the home page," he says. Therefore, you need to design the site in such a way that whatever page a visitor lands on, key information is there.
9. Respect the fold. When asked for their top design tips, almost all the Web designers CIO.com queried immediately said: Put your call to action in the upper portion of your website, along with your phone number and/or email address (if you want customers to call or email you). Regarding home page images, "I recommend going against full-width sliders and encourage sliders or set images that cover two-thirds of the width allowing for a contact form to be above the fold," says Aaron Watters, director, Leadhub, a website design and SEO company.
10. Use responsive design — that automatically adapts to how the site is being viewed. "Rather than developing a site for each device, a responsive site is designed to adapt to the browser size," making for a better user experience, says Jayme Pretzloff, online marketing director, Wixon Jewelers. And a better user experience typically translates into more time spent on your site and higher conversion rates.
11. Forget Flash. "Thanks in part to the ongoing dispute between Adobe and Apple, the days of Flash as an Internet standard are slowly coming to a close, so why stay on the bandwagon when there are other options that are much more Web and user friendly?" asks Darrell Benatar, CEO of UserTesting.com. Instead, use HTML5, he says. "HTML5 is gaining more support on the Web, with search-engine friendly text and the ability to function on many of the popular mobile operating systems without requiring a plug-in. The same can't be said for Flash."
12. Don't forget about buttons "The 'Submit' or 'Send' button at the bottom of a Web form can be the ugliest part of a website," says Watters. So he encourages designers to make form submission buttons "so appealing visitors can't help themselves. They just have to click it." In addition, "when a visitor hovers over your submit button, it should change color, gradient, opacity or font treatment," he says.
13. Test your design. "Whether you are trying different placements for a call to action or even testing different shades of a color, website optimization can make a big impact to your bottom line," states Lindsey Marshall, production director, Red Clay Interactive, an Atlanta-based interactive marketing agency. "A user experience manager at Bing once remarked that Microsoft generated an additional $80 million in annual revenue just by testing and implementing a specific shade of blue!"
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