Why it pays to revisit your website layout and content

By: Fiona Humberstone

Date: 25 January 2011

When was the last time you carefully reconsidered your website? Have you analysed how effectively it’s working for you recently and looked at ways to get it performing even better?

My business website – Flourish Studios – has been live for a little under eight months and we’ve reviewed and tweaked it twice in that time, once after three months and again in October.

Tweaking isn’t about chucking everything out and starting again, it’s about making small changes that make a big difference, such as displaying your “bestsellers” prominently on your homepage.

Logos, websites and blog designs are the three things we sell the most of, so it makes sense to have those most clearly on the homepage. The initial design didn’t include blogs but did include marketing strategy. A quick check with Google Analytics Site Overlay tool showed me that people weren’t clicking on the Marketing Strategy button – so it was binned. We also found that no one wanted to find out how colour psychology could help their business, so that was changed too.

We replaced the buttons that weren’t working with our bestsellers and the click-through rates have gone up. This is less important with a serviced-based business, but essential when you’re selling products online.

I’ve tweaked the copy several times as we’ve settled into our own skin as a bona fide design agency. I look back at what I wrote even six months ago and see how far we’ve come. It’s exciting.
We’ve also recently tweaked the homepage to make way for the arrival of the new video. The video will get people thinking about some very specific things, so it made sense to have them just a click away to the right of the screen.

I also wanted to simplify the “bugs” (ie call to action buttons), because we figured that if there’s a lot going on with the video, everything else should take second place – otherwise you won’t know where to click first.

It’s now a bit cleaner and simpler but hopefully still has the character and essence of Flourish.

Fiona Humberstone, Flourish design & marketing

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