Monday, January 8, 2018

Four 2018 Website Objectives Illustrated

Analyzing recent client discussions it's clear most business owners are focused on one (or more) of four objectives in 2018: They want a website update that (1) helps them stand out from the competition, (2) is mobile responsive and optimized, (3) is SEO friendly to improve organic search visibility and (4) is secure and hacker resistant; (HTTPS at the minimum).

The newly redesigned Better Business Bureau website illustrates several important design principles in achieving the first objective. (Full disclosure: Precept has been BBB Accredited for many years; I'm also a former member of the BBB Advisory Board.) Key elements: 
On a high quality, relevant photo background, the tag line "Start With Trust" is prominent. This is core to the BBB Unique Selling Proposition (USP). It also provides emotional context that resonates with their users.

The message is reinforced with text explaining the tag line: "An ethical marketplace where buyers and sellers trust each other."  Under that are a pair of search boxes: "Find" (the service you're looking for) and "Near" (your location). The search results include both BBB Accredited and non-accredited businesses.

Immediately below the photo are boxes that let you file a compliant, leave a review, or explore tips and resources for consumers and businesses. Navigation to the rest of the site is "mobile inspired" via a "Menu" drop box at the far upper right. The overall design is clean, simple and intuitive without sacrificing the information payload required to be truly useful.

You can check it out at

Want to discuss your website objectives for 2018? Give us a call.