Some pointers to consider while building webpages:
Be user centric
Always start with your target user in mind and adapt the story to their needs and habits. Telling the story purely from the business perspective will make a lot of sense to all Umicore personel and maybe really good clients, but they are not our main target audience.
Users scan and do not like to read
Users need to be able to interpret a page just by scanning it and without having to read more than half of the text on the page. So try to be concise, apply clear (sub)headings and to use more visual components to highlight the most important items on the page.
Every page needs to be actionable
This can obviously be in the form of a clear call to action like 'Contact us' or 'Download', but the action can also be to provide an overview and efficiently orientate visitors towards pages further down in the architecture.
Make sure the actionable items are clearly positioned so a user is guided to the action we want him to take.
Visual hierarchy
Hierarchy is important to indicate to the user what we think is most important or relevant to them. It also dictates how the user's focus shifts while scanning a page. So try to vary the components you use and make sure to use prominent components for primary messages and/or actions and to use more minimal components for less important items.
Consistency is key
Consisteny is of utmost importance in both a visual way as a more functional way. Being consistent from a visual perspective guarantees visitors always clearly recognize the website as a Umicore channel. But being consistent in a functional way helps them navigate the website more efficiently.
Users will unknowingly adapt the patterns that are used throughout the website while using it. They will apply these adapted patterns with every page they visit in order to scan and understand them. So making sure we are consistent in the patterns we create on the website allows them to interpret similar pages faster.
Examples:
- Using the same build-up of components for the market pages
- Using the same template of subpages for Business unit pages
- Always placing contact details on the bottom of a page
Don't be afraid to be functional
Some pages have only one goal; to inform. In these cases focus needs to be 100% on the information so use basic components to avoid unnecessary distractions. Addings visuals etc to these pages just to make it more appealing only stands in the way of the goal of the page.
Visuals are a great tool, but they always need to add value when added to a page.
Engaging page flow
Be creative with the use of components - taking their intended use and the pointers on this page into account - and try to create an engaging page flow. This will improve average user page depth and will also guide users from item to item.
How to achieve an engaging page flow
- Alternate between full width and more narrow components
- Alternate between visual components and more functional components
- Avoid using the same component multiple times on a single page
- Don't repeat components one after the other
- Use banners to attract attention
Add (social) proof to support claims
All claims and messages on the website come accross stronger when some form of proof is added that makes them tangible. Proof can be come in many forms:
- Stats and numbers
- Stories and articles about the topic
- Case studies
- Certificates, acknowledgement and awards
- Testimonials
- ...
No dead ends
Make sure a visitor has multiple fall backs on every page of the website. When a visitor takes a 'wrong turn' or ends up on a page that doesn't fully answers to their expectations, make sure to offer links to related pages, news articles, ... to guide them towards their goal.