Welcome to 2020. In a recent survey conducted by HubSpot Research, 63% of marketers responded that they are looking to make a website upgrade this year. Are you?
The discussion of web strategy can take many directions, from copywriting to conversion paths. When we consider website optimization and overall web strategy, accessibility should be one of your main objectives in 2020 and onward.
可访问性是一个广泛的术语，但是我将在本文中重点关注一些主要内容：连续转移到移动设备，透明度和信息披露以及正确解释用户意图。在2020年，首先建立围绕听众需求的网络策略。提供出色的用户体验将使您更轻松地传递信息并实现业务目标。
保持透明：如果人们在您的网站上找不到它，他们会在其他地方找到它
继续以透明度领导。网站距离漂亮的在线手册已经走了很长的路要走 - 做对了，现在它们是建立潜在客户和客户信誉的最佳工具。用户想感觉自己可以控制自己的网站体验，因此，通过共享更多而不是更少来帮助他们到达那里。面向公共的定价页是一个很好的例子。使您的定价容易为您的客户提供，可以使您的品牌信誉，并有资格/取消潜在客户的资格。此外，通过将其包含在主要导航和主页上，帮助他们快速找到定价。使您的定价易于理解，并有明确的行动来完成销售。
One B2C company that sets the standard for this is the clothing companyEverlane。On all of their product pages, they have a section that looks like this:
As you start to think more about mobile, you also have to focus on accessibility.
At HubSpot, accessibility is a focus in 2020.我们在网站上运行HubSpot CMS，这使每个营销人员都可以轻松创建和编辑内容，并且我们正在努力提高所有人的网站访问性。
为了帮助我们，我们与克里斯蒂娜·马隆（Christina Mallon）进行了交谈，这是可访问性的设计负责人Wunderman Thompson。Christina started her presentation with “What if I told you that your marketing content was excluding an audience of roughly 61 million people in the United States?四分之一的人生活在美国。”
这进一步强迫我们相信可访问性应该是每个营销人员未来的必要性。我们不是完美的，但是我们已经组建了一个工作组来改善我们的流程。
如果你正在寻找一个起点,我试试ng theWeb Content Accessibility Guidelines (WCAG)为了确保您的网页设计和内容生产过程包含在内。
Be mindful of font and type size to help drive better user experience. Ensure hyperlinks are easily identifiable. What types of content could you add to consider more users? Maybe you could add subtitles to your videos for the hard of hearing. Or, perhaps you could add a page reading feature to your blog. Making experiences accessible for those who need it makes them better for everybody — design for the edges and the rest falls in.
停止给用户有限或过时的选择
俗话说，这与你无关。停止强迫您的网站访问者沿着您希望他们采取的转换路径。一个经典的例子：您访问一个网站，唯一的呼吁是“联系我们”链接，它将您发送到表单并（可能）进入空白。相反，问问自己 - 最适合您的听众？他们如何以及何时想与您互动？
Start by making the effort to understand users' intent. Different visitors are looking for different types of information based on their familiarity with your business and position in the buyer's journey. Perhaps it's educational resources or a support center for customers, or maybe it's someone who was referred to you by a friend and is ready to talk to your sales team.
You should be able to create a general website map that connects the most appropriate calls-to-action for different sections of your site, and you can run experiments over time to optimize the best user experience and conversion rates for your business on specific pages.
通常，同一页面上的不同访问者有不同的喜好或需求，因此不要将它们仅限于一种选择。您无需扔掉带有表格的“联系我们”页面 - 尝试添加销售线或在线聊天的电话号码 - 如果您没有现场聊天代理，则可以使用聊天机器人。在HubSpot，我们的日历工具已经看到了巨大的成功，该工具使用户可以安排一次会议，以便在他们方便的时候与销售进行交谈。另一个很好的例子是Salted Stone's contact us page.
但是，每当他们选择时，都会为您的观众提供联系。
我推荐的网络策略资源bob体育苹果系统下载安装
这是我最喜欢改善我们网络体验的一些工具：
斯塔克: Contrast checker and colorblind simulator
海浪：Web可访问性评估工具
灯塔: Good for testing page load time
Browserstack: App and browser testing
深入研究网络策略的状态
我很高兴看到您在2020年采取网络策略的位置。请记住，与用户一起领导，如果您需要一些数据来帮助指导这些决策，请访问全球3400多家营销人员的70多个数据点和趋势。通过更深入研究HubSpot的调查数据下载完整的“不是另一个营销状态”报告。
Originally published Mar 26, 2020 7:00:00 AM, updated March 26 2020
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