We all know the importance of good PR and what impact it can have on a business. While some companies have a fantastic presence within the written word they tend to lag when it comes to their online presence. This week, we studied and picked a company to spotlight that shows what a good, professional website looks like and how you can follow suit with your own.
Before we get too far into it, what is Kyani and why did we research them? Kyani is a global nutrition and skincare company that operates in more than 60 countries. Given their scale and the methods in which they promote their brand in each of their markets, they are a great company to use as a model in which smaller businesses follow to improve their own online presence.
The Kyani Website
While their website might be a little over the top for smaller industries or business with just a handful of locations, there are still several awesome features about the Kyani website that are worth utilizing in your website. There are also a few pitfalls of their website and we have some tips on how to avoid those as well:
A responsive website is a website that works on mobile, tablets, and pretty much everything in between. It is a massive step up from the “mobile sites” of the past where an entirely different (and usually quite ugly) website would be served to the user if they were using a phone. Responsive websites respond to the screen size of the device viewing the website and restructures the content to best fit the display. It is more user friendly because the website looks essentially the same regardless of the device you use to view the site. And bonus, Google gives priority to websites that are responsive. Check out the similarities between the image of the Kyani website on desktop vs smartphone:
- Video Use
Kyani uses video at the top of their page. It is eye catching and causes you to pause and watch it instead of click back or out of the page. Video use is great IF you don’t include sound. Why? Our research has shown that the use of sound in auto-play video results in higher bounce rates, meaning, people leaving the website without scrolling or clicking on anything. Our best guess is that users want to be able to browse websites without everyone around them knowing what they are looking at.
- Above the Fold Content
While this sounds fancy, it is actually quite simple. Above the fold content just means that the website has actual text that is visible before you have to start scrolling. Putting your most important information at the top of your website gives the user easy access to your products, services, or contact information. Kyani did a great job of this, putting the important links and product information at the top of their website and opting for a skinnier video at the top to allow for more content above the fold.
- Simple Navigation
If there was a general theme you should stick to in regards to your website, it is simplicity. Kyani’s menu is as simple as it gets. There are no dropdowns, no fancy mega-menus, and no confusion. There are also only 3 items: Home, Languages, and Log In. While this works for their business, it might not be enough for yours. It is not a bad thing to use fancy mega-menus or dropdowns if there is an actual need for it, but when you value fancy and cool features for your navigation more than ease of use for your users, you have a problem! Whatever your needs are, just try to make your navigation simple and easy to, well, navigate.
- Load Time
Your main goal for your website should be to provide users the information they are searching for as quickly and as easily as possible. While Kyani does a great job of organizing their content in a way that is easy to navigate and read through, their website takes forever and a day to load. There are lots of factors that play into load times for websites. If your website takes a while to load, start by utilizing the free resource provided by Google: PageSpeed Insights. Just visit https://developers.google.com/speed/pagespeed/insights/ and input your URL. Google will list the top issues that are impacting your speed. It may be as simple as optimizing the images and code on your website. Or it could be a little more complicated like adjusting server settings and using browser caching. Talk with your web developer to make the needed changes, then retest.
- Outdated Copyright
- Missing Information
In our research, we found that Kyani has a few significant websites that aren’t linked to their navigation: science.kyani.com, news.kyani.com, and shop.kyani.net. We can’t tell if this was intentional or accidental, but either way they have missing information on their website that could potentially help their customers. Make sure that you link your website to any applicable affiliate websites to prevent your customers from being confused.
All in all, Kyani did a great job with their site. While they have a few items to fix, they are relatively simple fixes that hopefully will be resolved soon. In the meantime, use their example and these suggestions to improve your own website. Remember, you aren’t just simplifying your website for you, it is for your future customers.