How many times have you been on a website and clicked back because there was no direction to the design madness?
A users first action is to search for an answer through Google, many times through mobile, and when the results populate in the SERP’s, the marketing copy seems to answer their inquiry so they click. Once they click, it’s a 50/50 shot that they actually receive the answer they were looking for. Or at least pointed in the direction where the answer may reside within the website.
Grabbing the User
Recently I was searching for a swim team for my daughter (who is quite the fish) so did a search for “swim team in Delray Beach“. In the SERP’s, my question was answered within seconds by the results.
I clicked on the first result since the meta description answered my question, as well as had a local confirmed listing with the local map in the right rail. As a user, I felt this business was legit.
When I arrived at the website, I was happy to find a call to action, above the fold, scrolling module which advertised the latest programs and newest announcements. The site was up to date! There even is an offer of a free week all within seconds of landing on the home page of FLASwim.com.
Accessibility & Trust
Then I stayed on the site to find the information about swim team for my daughter, the days, times and costs all from the top navigation. The site isn’t cluttered or directing me into 20 different places. The mobile version is using the same positive aspects so the consistency between both the desktop and mobile versions brings a trust to the user.
Of course my favorite part I saw, below the fold, are their multiple Twitter streams and Facebook community!
If I was to do a Content and Social Media assessment on this site, I would suggest not directing their Twitter community to their Facebook page, but create content that directs the community to their site and add a G+ page to build up that community. But just my two cents…
Of course the next thing I would complete is a search on the business and reviews from other clients. If all this checks out and looks good, I will be a new client of this business.
It takes a few items to make a user feel trust when wanting to convert them into a client. It starts with:
- findability,
- answering the users question,
- not having too many paths or choices,
- directing the user to make a call or sign up.
When the presentation draws the user to stay on the site, it allows for building trust and the visitor to click around. Advertising your business online should be focused on converting the lead to take action. Make the user feel comfortable to transact.
Connect with Lisa Weinberger on Google+.