Tips to improve your website UX

12 Tips to Improve Your Website

Your website is often your first connection with a prospective new client. In today's world, it needs to engage them and get them to take the next step. They might sign up for your newsletter, or schedule an appointment or shop. There are some very important considerations to get them to take that step.

1. Your website must be guest-centric.

It must immediately show them how you can help them... from their point of view.

What problem or need do they have you can solve?  Your website needs enough information to help them understand what you do, how you help and proof that they can trust you.

It needs to be expressed in customer-focused language that explains the unique benefits of your products and services... a reason to choose you.  Testimonials from former clients, success stories and your credentials are the proof they can trust their decision to contact you.

 2. Invite them to share.

Invite every visitor to share your site with others and to join your Facebook Fan Page, Twitter, Instagram or Pinterest. Make it easy!  The easier you make it, the more people will do it.  Make it clear whether you are taking them to a "follow-you" page, or a share page.

3. Keep content fresh.

It's important to keep your content fresh and current. It needs to be topical and timely to their interests and needs. If an event or offer is over... change it. Give the reader a reason to come back for new information... maybe monthly specials or combo offers.

4. Optimize for mobile.

Take a look at your website on a tablet and smartphone. How easy is it to read. Can you navigate it EASILY or at all? Can you schedule an appointment? If it's not optimized fix this first. Tracking shows over 65% of page views are now from mobile devices. If you aren't optimized for these views you are losing appointments.

5. Key information on the top or left.

Your company name and logo need to go in the upper left-hand corner. When smaller screens crop they crop off the right. Keep important info to the left.

Tabs for pages need to be across the top or down the left, never on the right. Have enough tabs to do the job but avoid too many choices.  It may be more effective to have some topics clustered under an easily identifiable heading.

6. Make it easy to connect with you.

Have an easy way for clients to get more information from you.  An opt-in form to gather their email is essential to guide them through the purchasing or contact you process.  People love to get something free. 

This makes the easiest way to connect is to offer them free information, a report or other helpful item in exchange for their name and email.  Don’t ask for more than minimal information or you won’t get as many responders.  First, they need to get to know and trust you.

Your free information should be followed by a series of 3-7 autoresponders that offer them additional useful information.  This is also where you need to connect them to a product or service you have for sale.  Be sure to ask for the purchase.  Once this series is set up, it will work for you while you focus on the clients.

7. About you

This tab is essential but often misunderstood.  Its focus should be on what you can do to help them…not a brag sheet about you.  Credentials are important proof that are included to show you have the background to do what you say you can do.  Keep it focused on the client.

8. Shopping cart...

If you have a shopping cart, place its access button on the upper right-hand side. Do a test order to make sure it is easy to do on a cell phone or tablet. It's also valuable to make sure it functions well for both ios and android systems and on a desktop, laptop and mobile devices.

9. Navigation

Group similar items together and place pages in a logical order guiding them forward. You want to help them get acquainted with you, build trust, show your problem solutions and ask them to book. Use page names that clearly state content. Clever names may be confusing. Confusion leads to clicking off your site.

10. Graphics

Images should show experiences, people having a fabulous time. Empty rooms are not as inviting and don't communicate what they will feel when there. Photos should always relate to the content, not be filler. Make sure their size is appropriate and not slowing down the load time.

11. Animation / videos

Avoid flash. It slows down loading and people also click off. iPads don't support flash so it will be invisible to the visitor. If you have any animation or video it should always default to the off position. Let viewers have the option of playing it. Have a clear PLAY button. Even better offer a MUTE button for sound... you never know where they are when visiting you. Sounds may not be appropriate.

12. SEO

Many websites foundations like WordPress help you with this via a specific plug-in. But, you want to make sure your tech team has the behind-the-scenes elements are in place. Tags, keywords, title lengths, and alt tags are all key elements so search engines will help clients find you. Make sure any keywords/key-phrases are ones your guests would use in searching.

All of your website components should work to get the viewer to take action. You want them to book or call. Help them see the great experience they will have with you. Let them meet the friendly team who will be caring for them. Make choosing you their best possible decision. Easy, smart, a no-brainer.

Skip the Resolutions

Skip the Resolutions... try this instead

Every year millions of us make resolutions designed to make our lives better. Every year, most of those resolutions get abandoned. Not because we didn't want them. Some are unrealistic, others not measurable.

If you're like me, maybe those resolutions try to achieve too much, too fast. A few months into the year with at least one of those resolutions missed, we simply forget the rest.

This year, try something different. I've found it works much better and is easier to stick with.

Instead of resolutions, try goals.

These goals create a plan that's designed to ensure success. These aren't just any goals... they are SMART goals.

SMART is an anacronym for five things that make a goal strong... Specific, Measurable, Action-Oriented, Realistic and Time-bound.

SMART goals clarify your ideas and focus your efforts so you have a better chance at achieving them... and getting the rewards you want.

SMART goals meet five criteria:

Specific... Your goal must be clear and specific. Not that you want to make more money next year. Instead, set a goal to add 5 new clients per month for repeat services. Maybe they buy a package of treatments or services and get a bonus.

Measurable... Your goal should be measurable by an explicit quantity. It can be in dollar amounts, percentages or number of clients. The example above includes a specific number of clients and a package each would buy. The revenue from the package gives us a specific dollar amount.

Action-Oriented... It must be achievable, realistic and not overly ambitious. Winning $100K in Vegas is not an attainable, actionable goal. But winning five new clients each buying a package each month is.

Realistic... Five new clients each month buying the designated package may be aggressive. But it is possible. Landing five clients each week is not as realistic. Some months or weeks you might manage it, but keep it attainable and enjoy the bonuses.

Time-bound... You need a fixed starting and ending date, or something done over a specific period of time. Consider 30, 60, 90, or 180 days time frames. A goal of five new clients in 30, or if you choose, 60 days is specific and a SMART goal.

Once you have defined your smart goal.... write it down. Put it on your calendar. Post it on your bathroom mirror.

Next break your goal into small objectives.

To achieve your goal may need little steps that will take you closer to your goal. Write down these objectives in the order they need to be completed and assign each one a deadline... put them on your calendar.

Let's use our five new clients with a special five treatment package. Do you know how to perform that treatment? If so, great. If not... that becomes objective number one and needs a specific deadline.

The next objective might be... How are you going to bring these new clients in? Are you going to email clients who have gone dormant?

Are you going to target specific groups in your area who might like that specific treatment? Will you visit them and do a presentation? Invite them in for a private event? Join a networking group? Are you going to do a social media promotion? What, how, when. Be specific and put it on your calendar.

What can you offer?

Are you a wax diva? Do you specialize in Cirepil wax experiences? Maybe you avoid being the cheap quicky waxer that send clients out the door red and sticky.

Lash specialist? A peel queen? Is microdermabrasion is your thing. Your package will be most effective if it relates to what makes you unique. You need to be special from everyone else out there. Your package needs to be something that will catch their attention.

It doesn't matter what kind of calendar you use. A wall calendar, a desk calendar, your cell phone calendar. I use Google Calendar. You just need to identify each step, give it a deadline and get it posted.

Make sure your calendar is easily accessed. Check your tasks every day and your objectives every month to make sure you are on track. If you need to adjust a deadline, do it. But don't let yourself make excuses for not sticking to your plan.

What SMART goal will you achieve in 2018?

Take some time today to think about it, write it down. Note the objectives it will take to achieve it. Remember to make your goal SMART: specific, measurable, action-oriented, realistic and time-bound.

Take some time this week to jump-start your year. Set one goal, start at least one action toward achieving your goal. Don't let time slip away and months pass by leaving your dreams in the dust.

What is one thing you can do right now to jump-start your year? I hope you have an incredible 2018!!!!