Whether you’re a local store owner or a business that services customers worldwide, having a website is no longer a luxury, it’s a necessity. Websites provide an internet shopfront for companies, and one that is well-designed can help you reach new customers and stick out from competitors.
For those who haven’t heard of your business, your website will be their first touchpoint with you. A website with an expert layout will help to strengthen your business’s overall image and builds confidence. A high performing site incorporates branding past the logo – it has a consistent look and feels across its images, fonts and colour themes. Before you build a website, you need to consider how you’d like your business to be represented. This is often called branding, and it doesn’t need to be costly. You can also use free resources like Colourlovers and Canva to select colour palettes and fonts. These tools can help you form a brand that will guide your site design and other marketing materials.
A website won’t convert visitors into customers if it lacks good site architecture. Well-designed websites consider how information is organised and structured, and it’s constructed to helps visitors and search engines like Google find what they’re looking for. It is designed to be portable and desktop friendly.
These days, more than 50 per cent of search queries come from mobile devices. If your website is not mobile-friendly, you may be missing out on customers looking for your product or service.
Your unique selling proposition
Your business has 0-8 seconds to catch a visitor’s attention, which leaves you with a small window to describe your value proposition quickly and effectively. Well-designed websites showcase their unique selling points on the homepage via text, videos and imagery. This helps visitors quickly understand what your business is and what you can provide clients.
A website should help generate leads and sales for your business. It should specify the actions you’d like your site visitors to take. Ensure it has multiple ways for people to connect with you, i.e. contact forms, click to action buttons, sales enquiry forms and newsletter sign-ups, and so on. Some individuals may prefer to join over the phone though some may opt for email communication. Providing several communication channels will make sure you catch as many leads as you can. These factors are critical when you are building a website to attract leads and sales.
Integration with other advertising platforms
Your site is one touchpoint for your clients, and they might not always submit an enquiry or buy from you on the first visit. If you would like your site to work harder for you, you will need to think about how you’ll leverage the web site traffic that arrives. For a simple example, you may want to display a Facebook advertisement to people who have taken a specific action on your website or perhaps you will want to send them a set of automated emails once they’ve subscribed to your site. Alternatively, you could direct visitors to your social channels and build a community on Facebook.
There are numerous ways a website can help you work smarter.