Essential elements of a successful website
Think of a website as your digital storefront. And as such, it needs to reflect the branding and style a customer would expect in your physical store. Websites can help you engage customers, or push them away with a poor experience. So, whether you’re looking to update your site, or create a new one, there are some crucial elements that your website will need to help you achieve online success – and keep your customers coming back for more.
Basic service type pages
It’s website best-practice to have a ‘home’ page, ‘contact us’ page, ‘about’ page, and a few product/service pages displaying whatever your business offers. In fact, your ‘contact us’ page could be the most important page on your website. It’s one of the first pages that a user will navigate to when looking at ways of contacting your business. Think of it as a direct link between you and your customer. Don’t forgot to update your contact details – you’ll be surprised how many businesses haven’t done so yet!
Consistent brand and message
When people are looking at your website, are they seeing a consistent message from what they see in store, or on your social media channels? Consistency is important not only across your channels, but on your web pages too. Having clear marketing messages across all of your digital touchpoints says to your customers that they can expect great service, no matter whether they’re in store or online.
Clean design
Nobody likes a cluttered website, especially with a confusing layout and navigation bar. Make it as easy as possible for users to get what they’re looking for. You might have heard of the term ‘user experience design’ bandied about a lot, but it’s a clever discipline that has your website easy to use from the get-go. Carefully select your colors, font and imagery to best reflect your branding.
Testimonials and reviews
Word-of-mouth has always been a trusted form of advertising. But so too are website reviews and testimonials. Start collecting reviews online and featuring them prominently on your website. Try placing them on review sites and promoting them on your digital channels. They build trust between your business and potential clients.
A call-to-action
Compelling copy and a strong call to action can drive conversations like no other. Once you get visitors to your landing page, you should include a call-to-action that helps you connect with your customers and grow your business. You might want to direct them to a newsletter sign up form or follow your business on social media. Whatever the outcome, always make it clear from the outset what you want your customers to do.
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