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Is Your Website Helping your Business?

Most contractors out there have websites; you probably do too. 

But are you getting the most out of your website? Is it driving new traffic and generating leads?

If you’ve been struggling with a website that underperforms, it may be time for a redesign.

But how do you make sure this website performs better than the last one?

Website design can seem overwhelming, especially if you don’t know where to start—knowing what’s essential what isn’t can be challenging. But having a great website isn’t optional anymore. It’s a necessity. 

A poorly designed website will majorly impact the growth of your business. If you’re looking to upgrade your website or build a new one, this article will set you up for success.

This post will walk you through 7 questions contractors need to consider when designing a new website. 

1)What is the purpose of your website? 

Knowing the answer to that question is vital to building a website that helps you achieve your goals.

The purpose of your website is the foundation of your design. Without a clear goal in mind, your new website probably won’t perform any better than the last one. 

Take a moment and ask yourself: What do I want my website to do?

  • Do you want more leads and traffic?
  •  Do you want to brand your company and increase consumer awareness? 
  • Are you trying to sell a product online?

Understanding the answers to questions like these will help you determine which design elements to include. 

If you’re looking to sell a product, you may need to set up an eCommerce page using a tool like Shopify

Do you want to grow your email list? Then you’ll want to look into squeeze pages. 

Are you looking to increase your traffic numbers? Then you’ll need to give serious thought to your blog page.

Your goal will set the tone and direction of your website. Make sure you have a clear understanding of your purpose before you start working on the new website.

Once you know what you want from your website, the next step is thinking about user experience (UX). 

Icon depicting UX design

2) User Experience (UX)

UX is just a fancy term for how easy and comfortable it is to use your site. Good user experience will benefit your site’s performance in search rankings; bad UX will hurt it. 

People on the internet are not forgiving when it comes to page useability. Over 50% of people will leave your site and go elsewhere if it takes more than 3 seconds to load. 

Consumers expect fast, intuitive websites that guide them to the information they are looking for. The internet is excellent at determining what users want. It’s so good at it that people have gotten a bit lazy. 

If your website makes visitors work to find what they are looking for, most will move on to the next source. 

To avoid unhappy visitors, you need to make sure your website loads quickly and is easy to use and understand. That means following conventions users have come to expect on the internet. 

A Few Tips for Good Ux

  • Avoid cluttering or confusing your users by having too many links or too much text. 
  • The most important pages on your site should be clearly linked in your website’s primary navigation.  
  • All links need to be easy to understand and be working correctly (e.x. a link or button that takes users to your about page should be labeled “about.”)

Once you’ve worked out your website UX Its time to think about page structure.

3)Page Structure

Page structure is how the different pages on your site link to each other and their hierarchy. The goal of page structure is to control how users receive information on your website.

Ok, but how do you decide what information to give visitors and in what order? 

Again we come back to the question of purpose. 

If you already understand the goal of your website, determining your page structure will be much easier.

The easiest way to establish your page structure is to decide what pieces of information support your goal. Then you need to determine what order you want them to receive those pieces of information. 

Here’s an example:

Suppose the goal of your website is to sell a product. 

In that case, you’ll probably want to inform your customers about a few things, like what your product is, how it works, and why they should buy it. 

But how should you present that information, and in what order? That is the essential question of page structure. In this example, your website is acting as a sales tool. So your website should present the information as a salesperson might. Your information flow could look something like this:

  1. Description of your product
  2. Explanation of how it works
  3. The ways it can benefit consumers
  4. Proofs that it works
  5. Examples of it working in the past
  6. Call to action

This information can be included on a single page if you want. In that case, you would create ordered sections on each topic, starting at the top of the page and ending at the bottom with your call to action. 

Or you can make a page dedicated to each step in the process. In either scenario, the goal is to make sure visitors receive the information in the order listed above. 

But Why?

Well, think about it this way:

If you walked up to a car salesman and the first thing he said was:

“Buy this car now!”

Would you buy the car? Probably not, right? 

At that point, you don’t know anything about the car. So why would you buy it?

The same rule applies to your website. You need to educate visitors before asking them to commit to whatever your goal is. 

If you do this well, you will build trust with your users and increase the likelihood that they will convert in a meaningful way.

By designing your website around your goal and providing visitors with a defined path to follow, you help consumers find the answers to their questions. 

Another thing to consider:

Make sure you only create the pages you need. Unnecessary pages often lack clear value and feel meandering and out of place. Guests may feel confused when visiting them and see your company as unprofessional. 

graphic depicting color selection for web design

3) Color Scheme

Your website can’t just work well. It needs to look great too, and color pallets are a big part of a nice-looking website. 

No matter the colors you choose, consistency is key. 

Pick one set of colors and stick to it. Having a consistent visual theme will create a sense of cohesion and help users navigate your website. 

A few things to think about when choosing your color pallet:

  • Make sure that the colors on your site don’t clash with each other. Beyond just being a basic rule, this will help to keep all text legible; we don’t want any light beige text on a yellow background. 
  • Think about differentiating the color of sub-headlines from body text. This will create clear visual separation and make the text more approachable by breaking up the monotony. 

If you’re struggling to pick colors for your website, consider using a color pallet generating tool like Coolors. These kinds of tools will automatically create a pallet of complementary colors to use on your website. 

4) Font Choice

Another crucial design element in website development is picking your fonts.

Fonts help to set the tone of your website. So think carefully about how you want to represent your company while picking fonts. 

No matter the fonts you choose, make sure they are easy to read and look good on a web page.  

Tips for Picking Fonts:

  • Keeping your font sizes large (14px+) and avoiding large blocks of text will help readers consume your content. Small fonts and too much text can appear hard to read.
  • Use sans-serif fonts (Arial or Verdana) for body text and serif fonts (Times New Roman) for page headings and titles.

Of course, there are no hard rules here – you can use whatever font styles you like as long as they look good together on your website.

If you’re unsure what fonts to use, tools like Fontjoy will generate sets of fonts that work well together. 

5) Logo Design

Your logo is an integral part of your branding and website design. 

Many contractors struggle to understand why they should design their logo a certain way. 

Contractor logos often include too many elements making them hard to understand. While presenting your business is undoubtedly the goal of a logo, it’s essential to keep it simple. 

Most logos will only be looked at for a few seconds. If your logo is too complicated, it may fail to communicate your company brand. 

Your logo should be memorable and effectively communicate what your company does at a glance. 

Keep your logo simple and easy to understand and eliminate unnecessary icons. This will help your logo stick out in people’s minds. 

Once your logo design is finalized, You need to brand your website with it. Having your logo appear next to your company name in several places on the site will help your customers identify your brand with the logo. 

6) Website Copy

Website copy is often one of the most overlooked elements in web design, yet it’s one of the most important. 

You want to make sure that your website has clear and concise information about who you are, what you do, and how people can get in touch with you.

Avoid the temptation to write too much. 

Do your best to communicate essential details in the simplest way possible. This will keep visitors engaged and moving towards your intended goal for the website.

Excellent copy will give you a significant leg up on your competition. It will show your consumers that you are a professional outfit and will highlight your expertise. 

Graphic depicting SEO

7) Search Engine Optimization (SEO)

What’s that?

It’s a fair question, to be sure. Most people have never heard of SEO. 

Put simply: SEO is the process of optimizing your website to appear more often in search engine results. 

SEO must be considered when designing your website – after all, you want potential customers to find you easily online! 

Ok, How do I do that?

Another good question. 

In many cases, good SEO is as simple as using the right words in the proper context. 

Think about how you search the internet. What kinds of questions do you search for when looking for a product? 

Phrases like “Best … near me” and “How to …” probably come to mind. 

Think about how those questions apply to your product or service, and then try to answer those questions on your website. 

That is the primary goal of SEO. But, I will admit SEO gets a lot more complicated than that. 

If you really want to up your SEO game, you need to do keyword research.

Keyword research is the process of identifying the phrases and words that people use to search for products or services in your industry. 

To do effective keyword research, you will need to use a tool like Ahrefs or Semrush. These tools are expensive, not overly intuitive. 

Even keyword research is just the tip of the iceberg when it comes to SEO. The best choice will be to hire a professional to do this work for you in many cases.  

The Take-Away

There is a ton to think about when building a new website. 

But if you want to get the most out of your website, you have to consider everything. Building a good website isn’t a simple process, but the rewards gained from doing it right are significant. 

If you’re looking to build a new site or revamp your existing one, CGN offers professional web development and SEO services. We build custom SEO-optimized websites for contractors that look great and run even better. 

Apply to work with us today! Let’s talk about a website that will help your business grow. 

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