How to Make Your Website More Engaging

  • by Ryan Phillips
  • 0
  • 0

One of the best ways to predict whether or not your website will help you reach your online marketing goals is to figure out how engaging it is. Although a lot of new clients might equate this with how good your pages look, the reality is that engagement goes a lot deeper—it tells you how easy it is for visitors to get involved with your website and find what they're looking for.

Engagement is more complex than the aesthetics. Making your website more engaging requires a deeper level of thought. Here are a few steps you can take right away:

1. Know your audience. 

What's engaging for one person could be unimportant or even irritating to another. The more you know about the web visitors you’re attracting (or trying to attract), the easier it's going to be to put together a site they are going to love.

2. Minimize page loading times. 

Even in this day and age of high-speed wireless connections everywhere, there are still lots of websites that load very slowly—especially on smartphones and other web-ready mobile devices. You can be sure your visitors don't want to sit around waiting for pages to load; that's essentially the opposite of engagement.

3. Look for the right combination of art and simplicity. 

Because there is so much you can do with a professionally designed website these days, more and more organizations are opting to do everything. That's understandable, but it's also a mistake that can lead to lower engagement. People want web pages that are easy to scan and navigate, so don't try to cram too much into a small space.

4. Make navigation and content intuitive. 

Sometimes, you can score big points with visitors by using offbeat menus or design schemes. More often, though, you're going to confuse the people you most want to impress and make it harder for them to actually engage with your content. This is where tip #1 is also important.

5. Use copywriting that is concise and easy to understand. 

Once a visitor gets past your layout and navigation, engagement is all about the quality and tone of your content. Write for your audience and edit things to be as concise and clear as possible. Few things are more engaging than the right message at the right time. A book I once read about writing content for the web said "Write your content for a page, then cut it back by 50%."

Engagement is a big topic, and something that a lot of web design clients don't put enough thought into. But, the easier your site is to interact with, the more useful it's ultimately going to be. So, be sure to follow these tips… or better yet, to get in touch with SW Creatives when you're ready to update your web presence.