Regardless of a business’s industry, online presence has a massive impact on its success. At the forefront of that presence should be a website that is memorable, easy to navigate, and a place that can generate leads and revenue. In our present day, the world has become a smaller place. Information is easily available and at our fingertips, and it impacts the way we receive and share information and live a quality life. Still, some businesses still don’t fully understand the importance of having a website that is modern and effective. Afterall, many customers will visit a website, sometimes dozens of times, before making purchases. 

When creating a website there are numerous key factors that will contribute to how it is perceived. At each step of the way, an effective website must capture the trust of the potential customer. The website must pass the eyeball test at each level to unlock the desired results that prove its effectiveness.

The fact is, effective websites don’t just happen. To attract and retain traffic, a website’s content, design and experience must all consistently, and simultaneously, be on point. 

Sadly, we’ve all experienced websites that leave much to be desired. 

Websites that don’t communicate a clear purpose, leaving visitors confused.

Websites that don’t have a simple, sequential user experience, but lackluster interfaces which lead to more confusion and skyrocketing bounce rates.

Or, perhaps the worst of the bunch, outdated websites that feel like they were designed and launched in preparation for Y2K.

At a8ency, we believe effective websites share 4 critical criteria: 

1. Is it Clean? Is your website’s design aesthetically pleasing and inviting, or is lack of organization on parade? If you aren’t using contemporary designs and layouts, people may think you’re behind the times—and not worth their time or money. If it doesn’t look the part, it simply won’t perform the part.
2. Is it Simple? Aim for less fluff and more simplicity. Whether we realize it or not, as humans we all crave a simple experience. It’s not just about the words you use. It’s not just the images. It’s how they are presented, and often how easy it is for people to find them. If your website experience wouldn’t be described as simple, it’s time to revisit the experience. 
3. Is it Educational? Does your website communicate who you are, what you do, and what the next logical step is? Everything published should be keyword rich, while being timely, accurate, and ordered in ways that align with customer needs. Does it also inform visitors of your products or services with elevator pitch brevity?
4. Is it Compelling? Does the site invite engagement and conversions for the business? Does it generate leads for the business? If your business needs sales to thrive as most do, your website must be compelling and be ready to capture transactions.