If it’s been a while since you last updated your website, then it’s time to give it a close look. Your business website is your techy, 21’st Century store. Like a traditional store, your website seeks to attract, retain, and convert your visitors into loyal buyers. The problem is people do not come to your website without a reason. Just think about your last shopping experience at the mall.
We’ll bet that you picked to enter a store because it not only looked appealing, but also met your personal needs. Even if you were simply window shopping, you’ll have to admit that certain stores seem to “catch the eye” more than the rest. Your business website works in a similar fashion. The only difference is people browse your stores through a virtual mall space called the Internet. Instead of walking with their feet, people are scrolling and clicking with their fingers. So what can you do to make your business website stand out from the crowd? Check off these 6 essentials to create a winning website buyers love:
Create an Organized Web Structure
While your website may not have shelves or aisle labels, it does have a set of menus and sub-menus to steer buyers to the right direction.
Because a site’s menu has limited character space, the labels you use should be clear, concise, and easy to understand. This is why most websites have the basic menu labels like Home, Service, and Contact.
When organizing the content of your website, make sure that you sketch out an outline beforehand. For example, while you are welcomed to create a drop-down list below the main menu, you don’t want to give your visitor a long list of sub-menus. Instead of having 10 different services listed under the menu label “Service”, you can get more organized by breaking down your services into two sets of five. Categorize the services so that your visitors can find the answer quick and easy.
Identify Your Buyer’s Persona
Every market has its own target client. The types of customers you seek to attract are called your “Ideal Customers” or “Buyer’s Persona”.
According to HubSpot, “A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers.”
Because your website is also a marketing platform, you need to make sure that your web content is both interesting and convincing. Work on developing a unique brand voice by finding out what people in your market really need. In the end, an excellently designed business website is one where the text, image, color, and layout seamlessly complement and enhance your overarching marketing plan.
Upgrade to Mobile-Responsive Web Design
The trend for mobile search is not slowing down any sooner. In fact, it is on steam! When interviewed by Search Engine Land founding editor, Danny Sullivan, about the mobile first concept, Google’s senior vice president, Amit Singhal answered that he’s gone mobile with all his searches.
Why? Because it’s just so much easier to do a quick Internet surf with your smart phone than turning on a laptop.
According to a research conducted by Mediative, the mobile search trend in 2015 has risen dramatically — especially when 80% of the Internet users own a smartphone.
In another study, ThinkWithGoogle finds that 75% of users prefer a mobile-friendly website and experience the feelings of “annoyance” and “frustration” when a website is designed otherwise. Meanwhile, 67% of mobile users said that they are more than willing to make a purchase from a mobile-friendly website. 74% of the surveyors also claim that they are more likely to revisit a mobile-friendly site again.
Mobile-friendly or responsive web design has become the norm, not the exception. For website owners like you, this means designing your website around smartphones rather than laptops. Find out how responsive your website is by taking this quick mobile-friendly test on Google right now: google.com/webmasters/tools/.
Have a Clear, Easy-to-Find Contact Form
Contact form is an online form that allows your visitors to communicate with you. While a contract form is a must-have for every website owner, the design and placement of your contact form also matters.
As a general rule of thumb, a contact form should be accessible to your visitor. This is why many websites have a Contact section on the menu for ease of navigation.
However, you can also put a mini version of your contact form on the home page too. Depending on your marketing strategy, a contact form can appear on the slider, at the beginning, or at the end of your home page.
Finally, although it may be tempting to just insert a plain, standard contact form on your website, improving the aesthetics of your contact form will make it not only more noticeable, but also more appealing. Experiment with different shades and hues to transform your contact form into an aesthetic and functional element on your website.
Include Customer References & Testimonials
Having customers to endorse your product and service will enhance your business credibility. Customer testimonials are a powerful marketing strategy because it personalizes your business.
A customer review or testimony shouts: I have done business with this company. And it is AWESOME!
If a picture is worth a thousand words, then a well-written customer testimonial is worth a thousand dollars. Hard to imagine? Simply think about the amazing result of getting a review from a famous thought leader or popular celebrity. Think about the influence of his/her testimonial to the world, not to mention the potential media attention you might get in the process.
Craft an Obvious Call-to-Action
A Call-to-Action is something that seeks to evoke an action from your readers. Like your contact form, it should be accessible, noticeable, and appealing. Additionally, the words you use on your call-to-action can also make a huge difference in lead conversion and user engagement.
There are many ways to experiment with your wording. One great way to attract clients is to promise them a free gift in exchange for the action you want them to take. There are also programs that allow you to do A/B testing to find a call-to-action that is the most effective.
Design a Winning Business Website
As you can see, designing a winning website is not “impossible” but certainly requires lots of time and efforts. ProEngage is able to cover your back by helping you to develop a website that is responsive, beautiful, and optimized. Call us today at (832) 857-0065 for a free website consultation.