“I want my website to look like Apple.com.”
If I had a dollar for every time someone said that, I’d be a rich man. Apple is not only the dream company, but it also has the branding that every company, both small and large, would like to emulate.
So, what is it that makes Apple’s website (http://www.apple.com) so awesome? I can narrow it down to three things. And, while not everyone can (or should) look just like Apple, if these three things are addressed effectively in your website design or redesign, you’ll be in much better shape than 90 percent of websites out there.
- SIMPLE. The beauty of Apple.com is in its simplicity. Just like the products themselves, Apple’s website is very simple and easy to navigate. They don’t try to cram every possible product, special offer, announcement, news item or call to action button on the home page. Even as you get deeper into the site, this simplicity factor remains intact. From product pages to the store, even when there’s a good amount of content on a page, the layout remains clean and simple.
- CONSISTENT. Another element that Apple has translated well from its products to its website is a consistent brand message. Whether you’re downloading an app or buying an iPhone for the first time, the experience is the same. That experience also matches what happens when you walk into an Apple Store. Often times, I see companies who have amazing printed materials, nice glossy brochures, fancy business cards…and then you visit their website, and you’re like, “Are these the same people?” Consistency makes us comfortable. If your message or your branding is different or not as polished online, you’ll lose potential customers.
- CALLS TO ACTION. On just about any page throughout the Apple.com website, a user is called to action – Shop Online. Visit a Store. Talk to a Specialist.
I can’t tell you how many times I’ve visited a website, and when I’m ready to buy, they make it so difficult that I get frustrated a leave. I’ve had a credit card in my hand, ready to give them my money, and then I’m gone!
The same applies for those who don’t necessarily “sell” online via ecommerce. A phone number. A contact form. A Q&A page. A request information or email newsletter sign up. Anything that leads the visitor toward a purchase (or toward gathering more information) is vital! Otherwise, you might as well just put your logo on a page and hope they know what you do!
I could certainly list more great things that Apple does and why their website is the envy of every business out there. But, I believe these three elements are key. Keep these things in mind, and you’ll be lightyears ahead of your competition.
For more of Matt's thoughts, visit JoltCMS.com.