When people want to find a product or service these days, they jump straight online and search, just as they used to do with the Yellow Pages in the 90s.
Your website is therefore the first impression that these people have of your company.
How does your online presence stack up? Does it reflect the impression you would create if you met your potential customer in person?
It should.
Here’s five key elements of a great website…
1. Consistency
Every time a person comes into contact with your brand they should have a consistent experience. This applies whether it’s a face to face meeting, a phone call, attending an event or training course, seeing your advertising, or browsing your website. This consistency helps you to build brand recognition and develop a relationship with your customer. So, if your offering includes incredible vistas, must do experiences or invaluable educational opportunities, your website should include photographs and videos that give them a taste of what they can expect from the real thing.
2. Content
A good website always has fresh content that is of value to the intended audience. The best sites have people coming back frequently to read the latest news article or blog post. Regular, engaging content also helps your search engine ranking. Search engines can tell if websites are committed to adding value to the user’s experience.
3. Navigation & Architecture
Make it easy for visitors to your site to find what they’re looking for. There’s nothing
more frustrating than not being able to get to the information you’re seeking on a website. Menus, links and general site structure should guide visitors seamlessly through your site with minimal effort. Your website’s navigation should be intuitive and user-friendly. Or, to put it simply, they will leave your site.
4. Messaging
Your home page should clearly outline what it is you do and how you can help your potential customers. There should be no confusion. Clear and concise copy written in the personality and tone of voice of your brand will make sure that visitors know they’re in the right place to have their needs met. Beautifully written content is great as long as it gets to the point quickly. The voice you use should sound like one of your team is speaking.
5. Call to action
So you’ve got them there, interested in what you have to say, liking the way you say it and wanting to know more about how you can help them. Now you need to inspire them to take action. Copywriting is an important element of a website. Well written copy ensures that people are encouraged to take a desired course of action, whether that’s getting in touch for a quote, making a booking or purchase online, completing an e-learning course or watching your educational video. Whatever your goal, there should be no reason for your customer not click the ‘go’ button.
So, a great website should be on-brand, easy to use, visually attractive, provide valuable information to the viewer that helps them to solve a problem, and make it irresistible for the potential customer to take the intended next step.
If you don’t think your online first impression matches your other marketing or sales touch points, get in touch with one of our team today.