Website footers are one of the features that receive the least love during web design. But do you know how much of a gem this section of your website can be? Your website footer might just be the reason why you made that one great sale for your business. This tip explains just how important your website footer is, and how to ensure it serves your business effectively.
In web design, the footer is more often given the least attention and treated as unimportant because people assume that not many of their website visitors look at it. But you may be surprised to know that a lot of people check out your website footer, especially those who access it on mobile devices.
Apart from signaling the end of a web page, a footer:
- Provides access to important information about your company that normally will not be top-tier menu material (i.e. your copyright info, privacy statements, and legal disclaimers).
- Allows your website visitors another chance to take the desired action (e.g. contact you, sign up for your newsletter, or even view any demos you may have of your products or services).
- Ensures your users continue engagement with your website by clicking on the navigation links included, negating their need to scroll back up.
Exercise 1: Look at your current website footer. What roles does it serve for your business?
Exercise 2: Ask yourself how many leads you are getting from your website. My article Is Your Website Giving You A ROI? can give you pointers on how to figure this out.
A well-designed footer could be the difference between a sale and no sale.
When somebody visits your website, they will first scroll all the way down, and then back up again. That means that the footer takes center stage more often than you may think, especially for a first-time visitor.
So what makes a great footer?
Navigation
A footer can serve as a gateway for important but secondary pages of your website. Include your privacy policy, terms of service, shipping & return policy if you do eCommerce, and other pages that don’t belong in your top navigation but are still important for people to have access to. And, get creative. Give people a call to action with a hidden gem. We’ve seen companies “hide” a coupon code in the footer. Doing so will deliver twofold: it will guide your visitor to the desired call to action and also encourage them to stay longer. Who knows, this could be the deciding factor between a visitor leaving, or looking more through your website and actually opting to buy your product or service.
Search Engine Optimization
Want to improve your Search Rankings? NAP (Business Name, Address, and Phone number) is important to have on every page of your website, and putting it in the footer is a perfect solution. Make sure that this information is consistent across all of your online listings, social media & website in order to be truly effective.
Social Media Icons
Do you have a presence on other platforms apart from the website? Facebook? Twitter? Instagram? Let your visitors know through your footer! Your visitors may not be ready to make a purchase just yet, but knowing a little more about your business from your other platforms could easily change their mind or convince them a little more to lean towards your business!
Branding
Your footer is the perfect opportunity for you to remind people of your brand identity. In the footer, you can showcase your company’s logo in another variation or size. If you happen to have other brand elements that don’t work well on your website header, like extra symbols, the footer presents a great place to show them off!
Contact
The footer is the best place to leave your contact details, or a link to your contact form, especially because it may be the last part of your website that a visitor sees. Even if you already placed them in your header, including your contact details in the footer is also a good idea. After scrolling through your website content, a visitor may have a few questions about your products or services, and what better way to help than present a quick way for them to place their query?
Simplicity
A great website footer is simple, not crowded. You may be tempted to cram all your remaining information into your footer, but that is counteractive for your website. If possible, keep it centered on only one Call To Action. Our tip on Building blocks for a successful website can provide you with tips on the best way to structure your website. A footer should be as airy as possible to ensure it serves the purpose of holding your visitor’s attention for a little longer, not boring them enough to make them leave immediately.
Exercise 3: With the information you have now about website footers, do you think your current footer is good enough? What would you change about it?
Remember, your footer is not a full stop to your website but a gateway to more engagement for your website visitors.
Would you like to have someone with experience help review the results of your exercises and help you restructure your website? Reach out – and schedule a free 30-minute session with Christy.
Your Online Partner… for Success
Now more than ever you need a website that is more than a pretty business card. You need one that has its sleeves rolled up and working for you. We’re here to make sure your website is working just as hard as you are. Take advantage of a free 30-minute session with Christy to explore ways to take your site to the next level.