Can your website be found?
Optimize for search engines
The first requirement of a website is that it can be found in a Google, or other search engines’ search results. Google lists websites higher in search results if they are considered secure and perform well on a variety of browsers and devices. Google directs people to websites with relevant and engaging content as determined by how long a visitor stays on a site and if they make return visits. Websites are also found through direct links from other authoritative websites or through social media. Direct links contribute to higher rankings in search results.
Are visitors hanging around?
Engaging and relevant content reduces bounce rate
Once a site is found and visited, it is important to sustain the visitor’s interest with relevant and engaging content. The site navigation should be clear and hierarchical. The design elements need to support your mission and play to your audience. The information architecture should be simple, consistent, and predictable in order to build confidence that encourages further engagement.
Do visitors feel comfortable enough to share?
Familiar and secure interactions
For visitors to become users, they must be willing to share some personal information. Visitors need to trust they will not be spammed if they sign up for your newsletter. Websites should use SSL encryption (indicated by a green lock visible in the browser address bar) to make sure data transfers are private. For visitors to feel confident when making online purchases, the financial transaction process should be familiar and secure. Forms should be simple and display properly on mobile devices. Trusting users will share their information with you, share your website with others, and will more likely be a return customer.