It’s sometimes easy to get caught up in the design, the layout, what pages you have, is the messaging right, do you have all your products and services listed on the site – it’s sometimes good to take a step back and look at the broader picture of your website, which is…
Does it make life easy for your customers to want to do business with you?
Here are 10 simple things to consider for your website before getting back to the nitty gritty of the smaller details.
1. Have your core message as close to the top of the page as possible.
Don’t make people scroll, keep your website punchy with your core message at the top. Add a video if you must (see below), give them something to click & interact with – engage your customers quickly as you only have 7 seconds before they leave your site. Don’t make think about what to do. Tell them.
2. Have a video explaining your product or service in your top hero header.
We live in a short attention span society. Video consumtion is at an all time high on both mobiles and laptops. Get your message heard as quickly and efficiently as possible without your visitors needing to read through pages of text. With an engaging sales or explainer video that explains your services or showcases your products, you’re both engaging and exciting your customers to want to purchase or enquire.
3. Have an attention grabbing headline that hooks visitors in.
“Welcome to Bob’s Wheelbarrows…”
The goal of every heading on your website is to engage your visitors and make sure they read the next bit of content on your website. Don’t start your home page heading with “Welcome” instead assist your visitors to answer their problem by guiding them to the solution (your business).
“Looking for the perfect wheelbarrow?”
Make it about the customer, add in a benefit, this also better for Search Engine Optimisation.
4. Use social proof from clients and customers to build trust.
Nothing says “good food” like a busy restaurant.
Show social proof on your website with client logos and testimonials (testimonial videos are even better) to showcase that you deliver for your clients!
If you’re a local business that people come to, getting and responding to Google Reviews while also using rich snippets to show the star rating of your reviews in the Google results will drastically improve enquiries.
5. Avoid large blocks of text.
You’ve probably noticed the brevity of each point so far. This is because people (like you) are busy, visual and short on time.
Don’t make visitors read through mountains of text to get to the point. Break up your site with clear headings, images, whitespace and structure, making your content easy to digest and for visitors to find what they want quickly & easily!
(Whitepapers and scientific journals excepted..)
6. Have one main goal and a clear path of action for your visitors to take.
Visitors to your site usually have one objective – to solve their burning problem!
Don’t overwhelm them with too many choices on which action to take – the less they have to think, the more action they will take, which works better for you!
Stick to a simple “Request a quote” or “Make an appointment” call to actions. This can either e a button, form or phone number but keep it simple.
If you want people’s emails, instead of “Subscribe to newsletter” make it at least interesting and useful – “Enter your email and we’ll send you the step by step guide on how to plan/choose your [instert customers problem]”
7. Make sure the words on your page speak your customers’ language.
Do you use technical lingo with industry connections and within your business? Chances are your customers will have no idea what you’re talking about if you do this with them!
Using technical words to show your expertise might sound good in theory, but if your customers don’t understand you, they don’t trust you. Make sure to put your website content in their words.
Not sure how to do that – hire a professional writer (known in the industry as a copywriter) who can write your website content for you!
8. Tell your story, explain your ‘why’.
People connect with stories.
Engage your potential customers with your company story so your website visitors are more likely to feel an emotional connection to you and your business.
This isn’t neccessarily your life history, but explaining how and why you help people is a good start.
For example, the “why” of a physio may be: “I help relieve people of pain so they can live more active and enjoyable lives”
Versus: “I provide physiotherpay services”.
9. Ask your customers what they don’t like about your site.
You can try and guess what your customers want all you like – but an easy way to find out is to just ask them! You never know what insights you might get about your site.
If you sent extreme sports fans to an accounting website, they’d be bored and disengaged. If you sent an accountant to an extreme sports website they’d be overwhelmed and put off.
Knowing your customers and what they want is a good start – asking what they like and dislike about your website is another step towards appealing to future visitors and increasing they liklihood they’ll do business with you.
10. Make sure your site loads fast and has a secure padlock.
We live in the generation of “now”. Nobody has the patience to wait around any more.
Making sure your website loads fast is crucial to keeping your visitors attention before they leave and go elsewhere. Your website should optimally load pages in less than 4 seconds.
Having a secure website with https at the start and a padlock in the address bar means you have a secure certificate (sometimes referred to as an SSL Certificate or just SSL).
This means any contact information sent in forms is encrypted and your site is more secured from hacking attempts. As of October 2018, it also help with your Search Engine Optimisation (SEO).
If you need help organising or implementing any of the above on your website, send us an email: firstname.lastname@example.org and we’ll sort you out!