A magnificent display of some of the best pictures you’ve ever seen, and they’re put together so cleverly in a sleek fading animation. You can’t go wrong with that on a website, can you?
Well, that is, unless the user viewing your website has come on to find some shoes for his wife for her birthday and doesn’t have the time to wait for this to load, and to find the button or section that says; ‘Shoes for my wife for her birthday!’
Yes, a tad simplistic, but it’s important to consider in your initial website structure, where beauty or ‘noise’ has taken president over the actual point of your websites’ goal and placed the ‘call to action’ second over an arty design flair.
It’s an eCommerce website, made to sell shoes
We always stress it’s imperative to remember the point of your website. The goals you want to achieve. Lots of images put in the right way can and do work with the right platform and audience, but here all that is needed is a structured menu system guiding your prospective customer to the shoes, their style, colour, size and buy button.
‘Call to actions’ are in the websites’ sales links; ‘Sale on an array of women’s designer shoes’, click; ‘Free next day delivery on Women’s shoes’, click… you see where I’m going.
The correct placement of images here would be in decently displayed photos of the products themselves (it could include a slider) with thumbnails for other views once the user has navigated to their chosen product.
Yes, you would use imagery on the website homepage, but simply and only to create a sense of what you are selling, the quality of the product and the fact that you, as a company, can be trusted. Back that up with safe online purchasing partner logo’s and easy to access information on delivery, returns, etc. and the website will do its job.
So, back to the magnificent display of photos…
Correctly placed photo displays heading up a website design can apply to ensuring certain website design projects work perfectly too
In fact, they play a massive role in deciding if your website will achieve the goals set out in your marketing plan (but you just said…?)
A client landing on your home page for the first time makes their mind up in seconds as to whether they are going to explore more of your website, read the content and follow your carefully placed ‘call to action’ areas.
You know this is true just from the amount of time you will spend on any given website before you decide if it’s worth your time.
Cast your mind back to the last time you booked a holiday on-line, and quickly moved onto the next website, and the next website, and the next website, until finally, it was more pleasing on the eye, easier to navigate and as a result, displayed the information in the best possible way for your booking needs (hook).
You didn’t hang around, did you?
This then is how any of your prospective customers or clients will view your website.
You have a website as a holiday homeowner; why have you got the main picture as the swimming pool on the home page and the ability to view all areas of your holiday home in seconds via a simple click-through slider? Why are there three images featuring ‘the area’, ‘the inside of the house’ and the ‘outside of the home itself’, why are the ‘facilities displayed as icons?
Reasons: Because in this instance the users are looking for a holiday. This website immediately displays a feel to all the elements of a holiday, selling a holiday ideal (not just the holiday home).
The warmth of the sun glistening off the ‘impossibly-inviting’ swimming pool, the hammock, the sunbeds, the comfortable beds, all acting as the ‘hook’. The view of the house itself, alongside the pool, the image of the area. It gives the website user instant access to see all the highlights of the property encouraging them to explore further and facility-icons, allowing them to establish the information they required instantly.
The result: They are at ease, have the information they wanted within seconds, no fuss, no further page exploring and are more likely to want to read on and book as they have gained a trust in the professional layout of the website, in turn giving them an impression as to the professionalism of the owners and the home itself.
All this in a few seconds. The websites’ call to action here are the images themselves and they have done their job perfectly. Why would they click to go anywhere else?