7 Obscure Things to pay attention to when building a new website
So, you're building a new website, congrats. You have grand visions of digital glory dancing in your head, and you're pretty sure it's going to be the next big thing since sliced bread went online. But hold your horses there, cowboy. Before you gallop off into the www. sunset, let’s talk about what usually flies under the radar and can make, or epically break, your site.
Here are the seven obscure things to pay attention to when building a new website, complete with angsty metaphors and a sprinkle of tech-savvy wit:
1. Path 2 Conversion
Design vs. UX/UI - Imagine you've just whipped up the Mona Lisa of websites. It’s a visual feast, every pixel in place. But wait, users can't find the contact form, and the checkout process feels like navigating a maze designed by a sadistic minotaur. That's the difference between design and UX. One is eye candy, the other is brain food. Make sure your site isn’t just a pretty face but also has the smarts to guide users effortlessly to where you want them to go.
There Can Be Only 1… of Many - In the Highlander-esque world of website CTAs, there can be only one... per page. Stuffing your site with multiple CTAs is like throwing a dozen spaghetti strands at a wall and hoping one sticks. Spoiler: it won’t. Be clear and singular in your intentions for each page. Too many options and your users will get decision fatigue faster than a squirrel on espresso.
You may be saying, “Surely, there can be more than one? You have more than one CTA on your website." You are correct my attention-to-detail friend. There may be a (limited) time when multiple CTAs make sense, but here’s the secret sauce, unless it’s a navigation page where you’re directing to other pages for more info, you really should be focused on one activity or offer where the desired action is the same.
2. Are You Compliant?
ADA Compliant - Think of ADA compliance like this: If your site was a rock concert, ADA compliance would be ensuring everyone gets a front-row seat and can see the main stage, regardless of whether a moshpit or some people are standing in front of you and blocking your view. This means alt texts for images, keyboard navigation, and making sure your color scheme isn’t a nightmare for color-blind users. Food for thought—if you get to sign off or do any logo/re-branding exercises, make sure the colors are ADA-compliant so you don’t risk any nasty fines or having to rework a well-established brand.
Cookie Compliant - Remember when cookies were just delicious and not a privacy minefield? Yeah, me neither. Now, you need to ensure your site is cookie-compliant. Pop up that consent banner, inform your users, and let them decide if they want to join your cookie party. Transparency is your new best friend, and it keeps the legal hounds at bay.
3. Define Policy
Terms & Conditions - This is your website’s prenuptial agreement. It outlines the rules of engagement, protects your assets, and clarifies what happens if things go south. Be thorough but not so dense it needs a legal translator. And remember to update it regularly—like a fine wine, it should get better with age (or at least stay relevant).
Cookies - Not the edible kind, but the kind that tracks user behavior. Your cookie policy should be the "tell-all" book of your site’s data collection practices. Lay it all out there: what cookies you use, why you use them, and how users can opt out if they so wish.
Privacy Policy - Ah, the privacy policy. Think of this as your site’s confessional booth. What data are you collecting? Why? Who are you sharing it with? Spill the beans clearly and comprehensively. It’s about building trust, and in a world where data breaches are more common than cat videos, you can’t afford to be coy.
4. Optimized… but for What?
SEO - SEO is like the Jedi mind trick of web development. Optimize for keywords, ensure fast load times, and create content that speaks to your audience’s soul (and search engines). Master this, and your site will be top of the search results faster than you can say “These are not the droids you’re looking for.”
AI - Artificial Intelligence. The fancy new toy everyone wants but few know how to use. From chatbots that can sass back (almost) as well as provide personalized content recommendations, AI can transform your user experience. But did you know you can optimize your content to be found by AI SEO as well? While still in its infancy, now is a good time to begin optimizing for the Wild West of AI-Powered Search Engines.
5. UTM Tracking Starts Now
UTM tracking is your site’s secret agent, gathering intel on which campaigns are hitting the mark and which are duds. Start tracking from day one. It’s like putting a GPS on your marketing efforts—no more wandering in the dark, hoping to stumble upon success. Data-driven decisions are the name of the game. New to the UTM Strategy game? Start simple and work your way out. There are a plethora of free tools to help you on your UTM tracking journey, but base-level, all you need is a URL builder, similar to Google’s Campaign URL Builder and a UTM spreadsheet that keeps track of all your UTMs.
6. What’s Your Domain?
Keep It Simple - Choosing a domain name is like naming your first-born child. It needs to be memorable, relevant, and easy to spell (no one wants to type “qwerty-xylophone-9.com” into their browser). Keep it short, sweet, and to the point. And for the love of all things digital, avoid numbers and hyphens like the plague.
Top Level Domains (TLD) - Domain extensions are what come at the end of your web domain, aka the suffix or your website. Some examples are .com, .org, .net, .ca. The latest in TLDs is the use of .ai, which comes with it’s own pros and cons of use.
7. How’s That Load Time?
Patience may be a virtue, but it’s one the average web user lacks. If your site loads slower than a dial-up connection in the '90s, or 3 seconds for today’s standards, you’ve already lost. Optimize your load time by compressing images, caching assets, and reducing those pesky HTTP requests. Speed is everything. Your users will thank you, and so will your search rankings. Curious if having AMP pages helps? As of 2024, what once held so much promise is now… debatable. Only time will tell.
Conclusion
Building a new website isn’t just about making it look good; it’s about making it function like a well-oiled machine. By paying attention to these seven obscure yet essential factors, you’ll be setting yourself up for success. So go forth, build your digital masterpiece, and may the conversion rates be ever in your favor.
