When people visit your website, how do you want them to feel? I know you want the perfect website, but what you want and what your visitors need can be two completely different things. These 5 tips will help you create a website that absolutely serves your ideal client.
The Goodness Squad Podcast Episode #27
Why you should pay attention to design norms
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You want your website to stand out. We all do! But there are some things your viewers really want to see. This episode will help you understand why following some design norms is so important.
Resources mentioned in episode:
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The Goodness Squad: Welcome to the goodness squad. Welcome, welcome, welcome, welcome, welcome, welcome, welcome, welcome. Welcome to the goodness squad.
Misty: This is episode #26 of The Goodness Squad podcast. We are continuing our series on how small and simple things can make great things come to pass in your web design. So this is #3 in that series of 5.
And today, before I start, I want you to think about what would happen if somebody decided to put up a stop sign that was an oval and purple. Do you think that you would see it? Do you think that you would recognize it as what it is as you were driving down the road?
My name is Misty Marsh. I have built and sold a profitable online business. And now I am on a mission to lift you your influence for good and your income. If you would like to turn your blog or your podcast into a full-fledged online business, where you not only earn income but share goodness and light while respecting your family's time and that home-centered focus that is so important to you, then welcome. You have found a community of like-minded women here in The Goodness Squad, and we welcome you.
Please join us over at TheGoodnessSquad.com/join and make sure you subscribe to the podcast as well because today, like in every episode, I am giving you a bite-sized, easy to process, and easy to implement tip for your business.
All right, let's go back to the concept of a stop sign. Why do we have signs and why are they always the same color and always the same shape? The reason is that we don't have to think when we see it. You and I no longer read the word stop when we see a stop sign. We don't, we don't need to. That image of the red octagon with the white stop letters inside of it means stop to our brain. There is no thinking. We see it and we automatically know what it means.
Now, if they were to change it to an oval, purple stop sign, we might see it, but it would take our brain time to process what it meant and what it said. And we would be confused for a moment. You do not want people to be confused on your website.
There are more signs like this, right? Yield signs are always yellow, directional signs on the freeway are always green. There are certain design norms when it comes to signs and there are also design norms when it comes to your website.
One problem that people run into, especially those of us who are new, and I have been there, raising my hand, is that we want to go around the design norms because we want to be creative and we want to stand out and we want our website to look really cool. That is not the way you want to stand out, I promise. You will create confusion and remember, remember, remember a confused mind always says no. Always.
If somebody is confused, they will make no decision over making a decision because it takes too much effort, especially in our world today of quick wins and instant gratification. We don't want to take these extra steps.
So let's talk about what some of these design norms are on your website. Is your main navigation easily accessible at the top of your website? Sometimes I've seen it moved over to the side, and this is becoming a little bit more normal, but even then it's usually a button. You know, like the navigation hamburger that you'll see on mobile will be over to the left on desktop, but still up at the top and you click on it and it will open the navigation over to the left. But that navigation, people look for it up at the top. That's where they're looking for it.
"Where do I want to go next?" They will go up to the top of your website and look for that. If your navigation is not there, they're not going to take the time to look for it and find it. They will leave once they find that navigation.
What have you named things? I remember for me, when I very first started, I found a website and instead of using 'About' for her about page, she called it, 'Meet me' and I thought that was so clever and so cute. And so I called my about page, 'Meet me.' Number one, I probably should not have copied her. But number two, it wasn't effective. I didn't realize that for a long time, but it made people think like, "Oh, what does she mean 'meet me'? Like, does she do events? Is that what she means? They had to think about it. They had to think about what will happen when I click on that link. And is that what I'm looking for? And they had to think through that process in their mind. And so people didn't click on that nearly as often as they did once I changed it to simply 'About'. So have you come up with clever names for your navigation? If you have, simplify them. Make it very clear what is going to happen when somebody clicks on that. Call your homepage 'Home', call your about page, 'About', call your contact page, 'Contact'. Make it very simple.
All right, next, is your logo up at the top and to the left? You could place your logo in the center as well, but there have been many studies that have found that people tend to look for your logo up to the left corner, the top left corner. The reason they figured that out is that it gets clicked on far more often when it is at the top left of your website than when it is in the center of your website or somewhere else entirely. You're going to do a whole lot better if it's top center or right middle, but have at the top. And if possible have it at the top left.
Next, do you have a search bar up at the top? Do you have a search bar high up on your website at the top of your site sidebar or in your navigation? That's where people are going to go to look for it. And if they go there and it's not there, they're going to get frustrated and leave.
All of these things, sticking to these design norms, are going to decrease your bounce rate, which is the percentage of people who leave your website without going anywhere except for that first page. You want someone to go somewhere else on your website. You want them to take that next step with you.
Last, on every single page of your website, whether that is a blog post or your homepage, you need to have who you help and the problem you solve. So on your homepage or your about page, this is going to be very broad, right? Because this is your big picture promise, who you help, and what your entire website, the problem your website helps solve at a top-level.
So for me, the problem I solve is not enough profit from your website and not enough family time because you're spending too much time on your business. Those are the things that I solve. So I increase income and time with family. Those are my big promises, but if you go to a very specific blog post, that is going to change. Or to a very specific podcast episode; so the promise inside this podcast episode is that you will increase your conversions.
So every single podcast, episode, YouTube video, blog post, every single post or page on your website should tell them who that page is going to help and what problem it is going to solve for them because that's what people look for. They go to the page and they're looking for that, "does this page apply to me? Is this page going to help me? Is this blog post going to help me? What problem is this podcast episode going to solve for me?" And if you do not tell them that up top without them having to scroll, then they are much more likely to leave your website.
So your challenge today is to think through if your website meets most of these design norms. And if there's one that stood out to you, I only want you to pick one for right now you do not need to fix everyone overnight, fixing just one will make a difference. Small and simple things is what we're talking about here. Pick just one that you are going to fix so that your website better aligns with the design norms that people expect. You will lower your bounce rate and increase your conversion rate.
If you have not yet subscribed, I encourage you to do so, because in the next episode, you are going to learn why I have anxiety attacks at Disneyland. And more importantly, how understanding the principle I'm going to teach you will, once again, increase conversion rates on your website. I'll see you there.
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Just because a lot of people are doing it, does not mean that it’s the best way to design your website. Design norms exist for a reason and you need to make sure your website serves your followers. Don’t make these mistakes!
When you walk into Home Depot (or CostCo), there are so many different ways to find exactly what you are looking for. They might not be the prettiest stores, but there are signs and people everywhere to help you get exactly what you need. Your website should function this same way. Pretty websites are great, but a pretty website is not what helps people know how you can help them.