Consumers often learn about a company when they do an internet search for a product or service. They may stumble across the website while browsing another site or a friend might refer them to the site. Regardless of how they arrive on the page, they get an impression of the business within seconds of arriving on the site. How can a company ensure this impression is a good one?
The website owner needs to choose a reputable web designer to work with when creating this page. One way to compare designers is by looking at their portfolios. These portfolios share information about each designer’s style, skill level, and more. When hiring a website designer, recognize that each designer has strengths and weaknesses. Focus the search on finding an agency that aligns with the company’s values and goals. Budget, project timelines, and website requirements also need to come into play. Also, look for the following:
Responsive Design
Viewers want to see a website on any of their devices. A responsive design allows them to do so. The site will be visually appealing and function correctly on all devices when this design is used. Review the portfolio to see if it includes websites optimized for mobile use. The user experience needs to be seamless across devices, and the right agency will ensure it is.
User Experience
Consumers want a smooth user experience. They don’t want to have to search to find what they are after. With the right experience, a user is more likely to engage with the site and turn into a paying customer. The website must be easy to navigate and have an intuitive layout. The pages and content need a clear hierarchy. Calls-to-action also need to be clear, so they know what to do next. Ask if the designer has experience with complex information architecture sites.
Visual Design
A website must be visually appealing to attract visitors and keep them on the site. It also needs to reflect the brand’s values and personality. To achieve these goals, the company must choose a designer who understands the brand. Look at each portfolio to see if the designer appears to succeed in this area with other companies. Also, see if any of the websites they designed have unique branding elements. You may need this skill in the future and won’t want to change designers when the need arises.
Content Creation
While the visual appeal of a site may draw viewers in, quality content will keep them reading. This content must be geared to the target audience, as this will allow the brand to connect with them. When reviewing portfolios, look to see if each designer has developed a strong content strategy, one that allows each brand to stand out from the competition.
Technical Skill
A website may be visually appealing and have excellent content. However, if the behind-the-scenes elements aren’t working properly, the website won’t succeed. Slow page-loading times, for example, will run visitors off. The website designer must be proficient with technology to ensure problems such as these don’t develop.
Search engine optimization also comes into play here. The site must be optimized for search engine crawlers or it may never be seen by the target audience. See where the designer’s websites fall in the search engine results to get an idea of whether they can deliver a site that will benefit your company.
Take time to evaluate these portfolios. Ensure the designer can fulfill the above requirements and deliver an outstanding website that will move the business forward. When it makes a good first impression, a consumer will probably stick around to learn more and may convert to a paying customer. That always needs to be the goal.
