Although there’s some argument about who exactly is considered to be a Millennial, most researchers say that this generation was born between the early 80s and mid-90s, commonly citing 1980-1996 as an acceptable date range. That means that the oldest Millennials are 39 and the youngest are 22, inserting themselves into the work world and making their mark on the business landscape. Also known as Generation Y, this group is among the highest consumers of digital media and are expected to comprise half of the global workforce by 2020. They’re in the prime of their purchasing years and now, they’re also in a position to reshape the economy. That’s why when it comes to marketing and employment for this crowd, it’s imperative for businesses to know how to appeal to them. One of the most vital ways to start doing this? Websites.
Here are some factors we consider when it comes to websites that appeal to Millennials:
Language
Contrary to popular belief, Millennials won’t really resonate with a bunch of random hashtags — they grew up in the Internet boom, they know clickbait when they see it. This generation doesn’t just know how to conduct research on the Internet, they actually want to absorb new knowledge. How-to posts or FAQs are a great way to put information out in an accessible, easy-to-find way. If they have to search through your site for too long without finding the necessary information, they’ll leave the page. Millennials are more likely to engage with a brand or company that they resonate with on a personal level. That’s why the language should be tailored to be friendly and relatable, but never disingenuous or unprofessional. If your company’s structure allows for it, inject some personality into your prose. Bullets, number points, and bold headlines are all visually appealing ways to break down information in an easy, parsable method to keep folks engaged.
Communication Venues
Millennials want to feel like they’re being spoken to not at. That’s why social media and email communication come in handy, creating a user experience that feels personal. Standard “Contact Us” pages with a phone number don’t really cut it anymore. Although it’s wise to still include phone numbers, Millennials’ preferred method of communication isn’t phone-based, it’s digital. When listing contact information, make sure you list a working email or include a contact form on the page. In fact, if you’re running ads online, a form can be set up to track which ad someone clicked to find you, making this method even more beneficial.
Emphasize the People Behind the Product
Millennials resonate with human interaction. Include a “Meet the Team” section with actual images and a short bio about each employee. In these sections, sometimes it’s wise to include a snippet about who these employees are beyond their workforce life. Do they like to read mystery novels? Do they enjoy boating? Are they an avid movie watcher? All of these details are ways to humanize your company and put a personality to the face. Millennials want to know that they’re talking to real human beings. Blog posts are also a good way to do this, creating an opportunity for your business to speak its voice and talk about what is particularly important to you.
Navigability Matters
Millennials want to find the information they need in a timely matter. They’ve been tinkering with gadgets and exploring websites for years, so they don’t want to aimlessly click around. Make sure the information on your site is easy-to-find and placed in a strategic manner. Pages shouldn’t be hidden and the navigation shouldn’t be in an inopportune location. Site organization is imperative. In addition, it’s a good idea to make sure the basic elements of the design include self-service options. While Millennials enjoy customer service readily available, they actually prefer a degree of “Do It Yourself” when it comes to purchasing. Mobile functionality is absolutely essential.
When designing a site, it’s extremely important to remember your audience. If your site can’t appeal to a large population of users, it simply isn’t effective. Many of these tips apply to a broader audience as well, but are particularly important if your focus is on Millennials. If you’re looking to create a new website or are in need of a web redesign, Marstudio is happy to help. Call us today to set up a consultation to discuss all your website design and development needs.
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