Having a website that converts is essential for any event, trade show or conference. Hick’s Law states that the time required to make a decision increases logarithmically based on the number of choices available. Now, had Mr. Hick applied his own rule when explaining his law he would have boiled it down to this:
Keep it simple!
This advice is certainly true when it comes to website design. The quicker you are able to make a visitor understand what your event has to offer, the more likely they will sign up either to exhibit or attend.
If you’re considering a website redesign, here are eight tips that can help you create a better, simpler site.
It may be the easiest thing to get carried away with: color. After all, what marketing promotion isn’t awash with color? But the goal for your website should be the exact opposite of an overstuffed billboard or brochure. Fewer colors make it easier for the mind to focus on the site’s overall message.
Limit your color scheme to just a few colors. This will help greatly to simplify your website visually. You want to choose two, maybe three, main colors, which will naturally vary according to your design, Using shades of the same color can help to add variety without oversaturating the pallet. You could even select just one color for a monotone color palette with the only change being shifts in the color’s tinting.
Have you even seen a sign and wondered, “Is that an A or an O?” It can make a huge difference. If you’re advertising a sale on grapes but it looks like a sale for gropes, that’s a very big problem.
So, the same rule that applied to color can also be used for fonts: take it easy. Fonts that are easiest to read have standard shapes, uniform widths, and no embellishments.
Again, like colors, choose one font for the main text on the website and maybe another font for items you wish to draw extra attention to.
Also, use a large font size. As screens get bigger (including mobile), make it easier to see your main message. Don’t worry about having to fit everything “above the fold.” Visitors are used to scrolling.
You don’t need a lot of pages.
Put yourself in the mind of your visitor. What information do they need when visiting your site? How can they best access this information? Where should they need to go to get this information?
Then look at your site’s page count. Are there pages you can cut? Is there information spread across multiple pages that you could condense to a few? When you reduce the number of pages on your website, it becomes easier to navigate, and the focus is clearer for your visitors.
While hidden navigation styles might seem like a fresh take on an old idea, they tend to not be very user friendly and may not convert to mobile usage.
It’s best to stick with the traditional top or pop-out navigation elements.
Also, you don’t need the sidebar. It’s distracting and very few users actually use it.
This is actually the simplest – don’t have ads.
Ads increase the complexity of your site and may bog down the navigation. If you’re reading this, it’s likely you are not relying solely on ad revenue to support your site. If that’s the case – ditch the ads altogether.
Then edit again.
Cut everything that is wordy or unnecessary.
Keep your copy clean and to the point.
Simple Calls to Action
Why is the visitor at your site? What is he or she going to gain from the visit?
Your site should have an obvious goal for every person who visits.
Calls to action should feature simple and effective design, easy-to-read and click-worthy copy, and be located throughout the site. A visitor should never be far from a CTA.
Now Break with Convention
You don’t want your site to be just like everyone else’s. So, break a rule.
If you go crazy and ignore all of this good advice, you’re just going to create a mess. However, by deviating in one way, you can create something exciting that captivates visitors.