How to give your clients the best website experience.
by Carmen Bodziak
Your website is one of the most important parts of your event business strategy. But if potential clients find your site difficult to navigate or frustrating to use, you could lose out on business. While there are a lot of common website mistakes to avoid, this article will focus on the key elements of your website’s UX.
What is UX and why is it important?
UX, or user experience, is the overall experience a person has when using a website or product. If a user experience is good, it means people enjoy using the website or product and most likely find it easy and intuitive. UX can be applied to both physical and virtual items. Have you ever felt frustrated when you couldn’t figure out how to open a box of cookies or when you couldn’t find what you were looking for on a company’s website? This is exactly why UX is important to product design.
Your event business’s website is likely to be your potential customers’ first impression of you. If it’s not easy to use or navigate, those potential customers might wonder if the frustrating web experience will translate into your overall business approach. If they can’t easily figure out how to request a quote or contact you, they’ll quickly move on to a competitor. Good UX is key to bringing in more digital leads to your tent rental business.
The four principles of UX
To create a stellar user experience for your customer, here are four helpful fundamentals to follow:
1. Keep the client in mind. Use language that makes sense to your client. This pertains to the design of your website, such as your logo and navigation menu, and it even applies to how you name your showcased products. For example, some clients may not know what “pipe and drape” is and might instead be searching for “backdrops.”
You will also want to consider the layout of your website. Most people expect a logo in the top left corner of a website and a main navigation menu near the top. Potential clients will also expect to see an image gallery of your past events, as well as an easy way to contact you.
2. Consistency is key. Use the same colors and layout throughout your website to create a cohesive experience. Be sure to keep the main navigation menu in the same place on every page. This not only makes the user experience seamless, it also builds credibility in your brand.
3. Be clear. The goal of your website is to turn prospective clients into paying customers, so the language you use is important. You don’t want people to be confused or unsure of the next action to take. For any calls to action, labels or menu items, make it clear what the user can expect when clicking. The more specific, the better.
For example, many people are used to seeing certain elements in main menu sections (“About Us,” “Contact Us,” “Blog,” etc.). Event professionals may also have menu tabs broken out by event type (“Weddings,” “Corporate Events”) or inventory group (“Rentals,” “Tents,” “Services”). While it may be tempting to get creative, remember to make it clear what each section of your website offers, so your site visitors will have no problem finding what they’re looking for.
4. Simple is better. Less is more when it comes to your website. Lots of web visitors only skim what they’re looking at, so aim for a clean layout with a clear conversion path. Avoid overwhelming features such as long paragraphs, flashing movement and automatic music. Instead, stick to short lines of text with lots of white space, as well as images and videos that tell your brand’s story without overwhelming the viewer.
Next steps for a better UX
To see an immediate UX improvement on your website, here are a few quick and easy tips and tricks:
- Check the text contrast on your pages. Is it easy to read? It’s a best practice to use a dark font on a light background.
- Make calls to action, such as “Get a Quote” or “Email Us,” short, clear and specific.
- Perform a site audit to identify any broken links, outdated information or funky formatting.
- Review your site navigation to see if any labels are false or unclear. Something that seems obvious or inherent to you may not be as clear to someone else.
- Ask a friend with fresh eyes to explore your site and point out any confusing areas. Utilize their suggestions to make improvements.
- Browse other websites to get a better idea of what you like and dislike as a user. Try exploring your competitors’ sites to see what strategies they’re using.
From prospect to customer
Your website is one of the most important parts of your business strategy. By implementing these UX tips, you will be more effective at scoring valuable leads and turning them into paying customers.
Carmen Bodziak is the marketing associate for Goodshuffle Pro, a party and event rental software company dedicated to empowering those in the events and decor industry. She also oversees the Goodshuffle Blog.
SIDEBAR: Boost your business
User experience (UX) refers to the overall experience someone has when using a website or product. How easy is your website to use? Is it enjoyable for your client? Can they quickly request a quote or get in contact with you? Improving your website’s UX is the first step to boosting online leads and staying on top of your competition.