Website Insight: Campfire Edition

You may be completely comfortable making changes to your institution’s website, logging in and making edits without a moment of stress or second guessing. Or the thought may send a shiver of fear down your spine. Whether you are making changes yourself or sending edits to your web developer in-house or off-site, there are some factors that are universal.
Thanks to a recent Saturday spent at WordCamp 2019, a global WordPress conference made accessible through small local events held around the globe, here are four takeaways to share with your website team, whether you utilize the WordPress platform or not.
  • Your website doesn’t need a 100% rating on Google PageSpeed Insights. Yep, you heard right. Focus on quality hosting, optimization of images and compression of JS and CSS. Those three things alone can bump up your site speed and improve your user’s experience.
  • The right questions are vital. “What would our members/customers say are the best things about working with us?”, “How would you describe our company to a friend?”, and “Who is our ideal member?”. The more specific you are with your answers and the more personal details you can give, the clearer the picture will become of how you should be represented online. If you handle your website internally, ask these questions of your team. If you use a third-party developer, make sure they understand your answers to these questions.
  • Copy is key. Content-based web design is a great idea for both web developers and marketers. Not only will it help members understand your brand, it will help them navigate your site more efficiently. Quality content = a successful website.
  • And last but certainly not least, make sure your site is designed for a purpose. You want visitors to easily find what they need, whether it is accessing their account or opening a new one. More than just a digital brochure, your site should function as an online branch, allowing for functionality through eye-catching design. A website should be a well oiled machine that should function for its users. If the design process is lost, the functionality could be as well.

In conclusion, a site that looks pretty but doesn’t function well isn’t successful. The same is true for a site that has full functionality but isn’t visually interesting enough to keep visitors’ attention. The balance of speed, copy, design and functionality can be a difficult one to achieve but is key in acquiring traffic and achieving conversions.

Alex profile picture
April 11, 2019

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