A website is a collection of logically related web pages. A well-built website is the key to the successful promotion of any business model. In order to create a good website, you need to follow simple and at the same time very important rules and principles. In this article, we will look through the elements a successful website should consist of.
A. HTML <TITLE> tag
If it's a product page, for example, it's wise to just use the product name. With more social content, such as blog posts, you also need to consider how much the headline attracts clicks because, in this case, they usually rely not only on links from search engines but also from social networks such as Twitter.
B. Company Logo
The company logo is the most important element of branding. A good logo:
- is сlear, balanced image without unnecessary elements that clutter the logo;
- has a distinctive bright design that will attract attention even with a fleeting glance;
- has a graphic image that looks in accordance with the implemented services;
- corresponds to the company name;
- contains inscriptions made in a readable font;
- looks good in color and in black and white;
- looks equally good on both the web page and the print version.
C. Company tagline
Company tagline is a phrase of 3 to 7 words that corresponds to the logo of the company. Creating a good slogan requires as much attention and money as creating a logo. Together with the logo, the slogan should evoke in the minds of potential customers thoughts about a particular company and its services.
D. Personalized content
Competent personalized content:
- provides each user with content related to their previous actions on the site;
- selects and edits proposals based on demographic, age and other data;
- analyzes the visitor behavior in real time and responds to calls to action (CTA);
- shows the corresponding message to the desired user at the appropriate time.
E. Shopping cart link
The cart link should be clearly visible and by default in the upper right corner of the page. A plus will be a mini-version of the trash in the pop-up window after hovering over the link.
F. Internal search
In many cases, companies focus on their ranking of Google search results but tend to ignore the importance of internal search capabilities on their own websites. The ability to search internally on a company's website improves the overall user interface and optimizes the organization of the site.
The main functions of internal search:
- Navigational function. An internal search of the site allows the visitor to go to a specific page that they need immediately. This directs the potential customer to where he wants to be on your site, as he is looking for a specific service, product, contact information or support information. Potential customers are also more likely to use internal site search to find solutions to their business problems.
- Informational functional. By analyzing how and what visitors search using the internal search tool, you can identify what new content to suggest, update keyword strategies for regular search, or even change the structure of your site to show the most frequently viewed topics first. In addition, if existing customers are looking for certain information that is not yet available, you can create new site pages, blogs, e-books and case studies focused on them. Using search analytics will also help identify problems with site navigation or site structure. By fixing these issues, customers can access the content they need most, including key transaction pages such as forms and contact pages.
G. Link to About page
The importance of the About Us page is often underestimated, although some experts claim that a memorable About Us page creates a unique identity for a web resource.
H. Link to Contact page
Contact information should include signals of trust, such as a landline, legal and physical address of the organization.
I. Active navigation tab & J. Inactive tab
Only one tab of the navigation bar should be selected at a time – the one that is currently open. This can be achieved, for example, by highlighting, changing the font size using CSS.
K. Navigation menu
The navigation bar is a part of the information architecture that is available for organizing and marking the content of the website to ensure ease of use and search. The navigation bar helps users find what they are looking for, as well as directs them to the areas in which the portal owner wants to send them. Navigation is fundamental to information architecture and should be defined at the research and planning stage. In essence, navigation should make it as easy as possible for users to complete their immediate tasks.
L. Breadcrumb trail links
Breadcrumbs are an important factor in the ease of use of websites, as they show the users what page they are on. Often, traveling through the site goes quite far in the nested categories, and it also allows users to quickly return to higher-level categories – no matter which page of the site they opened first. Breadcrumbs are also useful for SEO because they allow search engines to more easily define the structure of the site.
Using microdata markup allows you to display data as «bread crumbs» in search results instead of ugly URLs – just display the domain name of the link to «bread crumbs». This is another good confidence signal that can help increase CTR.
M. Primary header
Search engines read pages from top to bottom. The