A website is more than just a supplement to a business, it is an integral part of the business and should be treated as a storefront for your company.
In this week’s blog we look at five ways to improve your website and help make it the best it can be, and five ways you might be unintentionally hurting it.
A ‘call to action’ is a phrase that expresses a sense of urgency, make the reader take an action. Call to action words are better known as the words that invite the user to ‘Sign up today!’, ‘Free Demo’, or ‘Contact Us’. While other aspects of building a website are brought up time and time again, call to action words are a top priority for any site. They are phrases that invite or help the reader to more readily engage with the website, spend longer amounts of time on the page, and garner more page views.
The 10 foot test:
You might know exactly what your business does and the services you provide, but sometimes the closer you are to something the harder it is to clearly describe it.
Does your website state clearly what your business does and how it can help prospective clients? A simple idea to look at your site in an objective way is to sit 10 feet away from the home page and if it’s not clear what the most important pieces of information on the page are, then your site has failed the test. Make relevant information larger than anything else, and keep it short and sweet.
Increasingly more people are choosing to shop online than in shops, and this is where providing people with information about you, your brand and your team comes in. It is advantageous to introduce you and your team to prospective clients to let them know that you are more than a few words written down on a page. Adding a picture and a little bit about yourself will make the reader feel like they know you a bit better, and connect more, so developing your personal brand is key.
Today, everything is done on the go. It is absolutely crucial that your device is mobile friendly, because that will account for a major amount of your website traffic. This will increase the amount of time users spend on your site, optimise SEO, and give you an edge over your competition.
SEO is the most important facet of running a successful website. SEO stands for Search Engine Optimisation, and is based on keywords, internal and external links, and so much more. If your website has good SEO, this determines the rank of your site on search engines and where it appears when users search using terms related your business or service. The higher up you are in searches, the better your SEO is and vice versa.
Ways to hurt your website:
Too much text:
When users visit your site, they want to be able to know what they are reading right away. They do not want to sift through huge paragraphs to understand what they are reading. It is important to whittle down what is important and needs to be conveyed into as few words as possible. The key for writing for web is ‘say it quick, say it well’. Keep things short and punchy. Ask a friend / family member who is not overly familiar with your business to read your website and see if they took away your key messages from it.
Users are coming to your website for information, so they will expect it to be updated accordingly. Who wants to visit a website to realise that it hasn’t been updated since 2014? It is useless to them at that point. It is essential to update information regularly on a monthly, or even weekly basis. You want the user to visit your website and feel like they understand how your company operates on that day, not how you operated six months ago.
It is important to reiterate that users will be visiting your website to learn more about you and your company. Therefore it is crucial to have links to you or your company’s social media so that they can get a better sense of who you are. For business, two key accounts to have established are Facebook and Twitter. After that, Instagram is important, as well as LinkedIn.
Having an uncomplimentary colour palette:
Just as important to copy, a website’s colour scheme is crucial to looking as aesthetically pleasing as possible. It is important to choose neutral or complimentary colours. Choosing neon or uncomplimentary colours can distract the user or turn the user away from your website early.
Not having a blog for your business is one of the biggest mistakes you can make. Having a blog humanises you to users, and lets them get to know you better. If a user can relate to you, then they will be more inclined to trust you and your business. Blogs increase the opportunity of chances someone will be sent to your website. However, if you have a blog, it is crucial that it is regularly updated. Otherwise it is not worth having at all.
Do you need further advice on developing your brand, establishing your social media or getting some great PR? Contact us today!