Almost everyone thinks their website is great; maybe they did it themselves, worked on it with an agency or a freelancer, or at the very least gave some sort of input. It ultimately represents their business, ideas, or something they are truly passionate about. But how great is it, really?
It is not every day that we are able to measure greatness however, when it comes to website can fortunately measure greatness through SEO. After all, if a website cannot be found it cannot convey its message which is its primary job.
In this article we will be looking at one of the indicators of a great website and that is its simplicity. Again, simplicity is not something we can easily measure; after all what is simple to a rocket scientist at NASA or a physicist at CERN might not be so simple to you and me.
Therefore, to make things easier for everyone we have prepared a list of 10 reasons why simple websites are better. This list can also serve as a checklist of sorts to ensure your website is as simple as can be as well as help you understand some of the benefits that you stand to gain by following these rules.
1. Better SEO
Simple websites do away with complex code, plugins, and graphics to keep a simple and modern interface. Here, the maxim should be do more with less. What this will achieve, apart from beautiful aesthetics, is faster loading times which will in turn result in better SEO.
Tip: Saving loading times by cleaning up graphics and other elements.
2. Converts better
Not so simple websites are actually good at one thing – confusing visitors. From an erratic design language to a sloppy user experience, complicated websites tend to frustrate users resulting in higher-drop off rates and lower conversion metrics.
Tip: Simplify the user experience of your website by reducing number of required clicks.
Websites are there to be understood by visitors and search engines alike. In understanding how the human brain works, nobody does it better than Daniel Kahneman in his book Thinking Slow, Fast. In this best-seller, the author explains how people can find it physically painful to think long and hard about things and as such use shortcuts to avoid that pain. Complex websites can make it unnecessarily and sometimes quite literally painful for your visitors who might end up shutting off and hitting that ‘back back back’ button combo till they’re safely back in the SERP and clicking on the next link.
Tip: Understand your visitors and design for them.
4. Less maintenance
The less complicated a website is, the easier it will be to maintain. Simple things are easy to understand and as such will require less maintenance. They also make it easier to fix when things do break thus making them cheaper to run and at the end of the day more profitable and this starts with running a tight ship.
Tip: Disable unused or unnecessary plugins.
Simple websites are easier to adapt; whether you need to build new landing pages, marketing campaigns, or marketing collateral. They offer a better canvas for you to build cohesive variations whilst keeping the whole funnel clear and consistent. This is of the utmost importance. When people click on something and end up at a totally different-looking page their alarm bells start to go off and that’s where they drop.
Tip: Ensure colours and fonts are consistent throughout.
As companies grow, they tend to undergo a simplification of the language they use; from logo design to their websites and UX components. This simplification shows maturity and professionalism as the company takes on more responsibilities which is conveyed in the simpler way they do things. What this ultimately shows is professionalism and everyone prefers dealing with a professional over an amateur any day of the week.
Tip: Understand current websites trends and adjust your website accordingly.
Albert Einstein once said that if you truly understand something, you should be able to explain it to your grandmother. What he really meant to say is that when you truly understand something you should be able to simplify it enough that everyone can understand it. If you manage to do this then you have really mastered the subject. This makes you trustworthy because people put trust in those who know what they’re talking about. Same goes with websites as it does with the general theory of relativity.
Tip: Work on your value proposition and display it prominently.
As all major companies have taken serious steps to streamline and simplify their design, it has now become the norm for companies to have simple websites and design. Think of how more credible a company seems when they use Georgia font instead of Comic Sans. If you have watched the series Stranger Things, think how the font they chose for the title embodies everything the popular TV series is – the same will happen with the fonts and design you chose; a company one wants to do business with, or a joke.
Tip: Write a branding document for your site and stick to it.
Simple websites tend to have less problems as there is less complexity that can go wrong. It will also be cheaper to update when it comes to rolling out updates for example without having to do multiple tests to check that all elements and plugins will continue to work after the update is rolled out.
Tip: Roll out updates as frequently as you can
Because of all the reasons given above, simpler websites are more profitable, period. They attract better quality customers, make it easier to convert and manage, and in return your SERP position as well as your reputation go up.
Tip: An SEO professional can really help you take your website to the next level. Ask us for a free quote today.
The KISS (Keep It Simple, Stupid) maxim applies to a lot of things in life; from explaining the theory of relativity to getting good SEO results for your website. There are many ways to keep your website simple and the results can really help you do more and achieve more with your website.