We all know that first impressions are critical on a website. Users are increasingly impatient, and if they don't find what they want on your site, they have many other options on the internet. We will give you tips on creating a strategy that keeps users addicted to your site.

Design to Shine

A great design strategy means organizing your pages, so the customer follows the trail of crumbs to the finish line. If pages are not linked with a reason, the user is lead on a wild goose chase just to find information.

The Facts

• It takes your website visitors 0.18 seconds to form their first impression of your brand from your website^[1]. 
• In just 2.66 seconds, they have focused in a way that solidifies this impression^[2].
• 94% of what drives these first impressions are design related^[3].
• Your visual design is the most important factor in establishing trust in your brand^[4]. 
• If you think first impressions don't matter, think again; first impressions can last for years^[5]. 

It is important to design your site so visitors can accomplish their goals quickly and easily. Here are the main goals that should guide your design strategy.

1. Solve their problem. The user came to your site because of what you offered. You should give them what they want, such as product or service information. Some users might spend time wandering around to find the info, but many will quickly look elsewhere. Each page should have links to related pages to provide more information and lead them to the CTA.
2. Solve your problem. You want your customers to do something specific on your site. You should design your site, so they are guided to this goal. If you want them to subscribe to your blog or submit a contact form, don't make them weave through your site to find it. We like to use Drupal's tools to, easily, manage and display content because it simplifies the process for the site admin.
3. A unified image. Your site represents your brand online, so it should follow the branding guidelines outlined by the company. Trying to fit too much on your site confuses the user, so speak to them with a simplified layout that helps them find answers. An easily navigable site speaks volumes more than 10 banner ads screaming about a sale.

You spend time making sure your company office reflects a professional image. Your website is your online office and should follow the same principles.

Write to Excite

While design will help users find what they need, you should also be able to solve this need with content. If they have an issue, you can guide them to a product to solve it and tell them why it will solve it. You can't expect users to infer the benefits with only a picture.

1. Build authority. By knowing how to solve this need and communicating this to your customer, you start to build trust. You solved the need they couldn't. You have established credibility in their eyes.
2. Teach them something. Don't write copy just to sell them. Provide useful information and paint a picture. Whether discussing a product description or a blog, you should bring your topic to life for them. This means knowing your reader and tailoring the content to them.
3. Speak like a friend. The tone of your content should be familiar and easy to understand. Speak to the reader as if you were having coffee with them and giving them advice. Use words that establish your authority (technical or industry-specific terms) but make it easy to digest.

Summary

A website has two main components: design and content. Both serve important functions and should work together to accomplish your business goals. Keep in mind that you are solving your goals by educating the customer. Design your site pathways so they instinctively know where to go and can easily navigate to find what they are looking for. We have used Drupal to solve this problem because it can manage highly intricate website designs easily.

Do you have any other tips? Let me know in the comments.

Photo by Sam Howzit