We’ve all read statistics which suggest that if visitors don’t find what they are looking for on your website quickly, then they’ll click off … In fact, it’s estimated that you’ve got around 15 seconds to showcase your business. The majority of organisations include their ‘value proposition’ high up on the home page, so it’s the first thing visitors see. As well as making sure that your key messaging is front and centre, it’s worth thinking about where the other standard elements of a website are located.
Today, we are used to a fairly standardised website layout; after all, most of us are short of time and don’t like change. Think about your regular visit to your favourite supermarket. You know where the majority of your purchases are situated and, if you’ve written a list, this will probably follow your route to a certain extent. One of our local supermarkets recently had a refurbishment and whole aisles were moved around the store. The confusion was real and the frustration of shoppers was obvious. A quick 20-minute shop involved many circuits round the shop looking for a simple tin of tomatoes.
A company’s logo will usually feature prominently at the top of the home page, typically on the left, but sometimes in the centre or on the right. But, it needs to be there, so visitors know they’ve landed on the correct website. There’s also have an expectation as to where the social media links will be situated and that’s usually in the footer, while if your website includes a search function, that tends to be in the header.
Of course, not everyone will be viewing your new website on a large screen or even a tablet. This means that any design should work equally well on mobile devices too. According to figures from Statista, mobile accounts for approximately half of web traffic worldwide. In the first quarter of 2021, mobile devices (excluding tablets) generated 54.8 percent of global website traffic. In fact, many emerging digital markets have skipped the desktop phase and moved straight onto mobile internet, including India, which has a significant mobile-first online population.