Websites are incredibly important marketing tools for entrepreneurs and SMEs. For many people, the first port of call when looking for products and services is the internet. These five things will help ensure your services and products create the right impression.
Contact details clearly displayed
Whilst your website may be the first point of call for many consumers, it’s unlikely to be the last. This is particularly true if your services are not directly purchasable through the website interface i.e. it’s not an ecommerce website. You should supply as many different contact details as possible including telephone numbers and email addresses. Many people like speaking to a human being so ensure your phone is manned regularly. Your contact details should be repeated across all parts of the site so if one instance is missed it won’t cause potential clients to become frustrated and leave your site.
Logical navigation system
Studies of online behaviour reveal very interesting insights, the most important of which is that people generally have little patience when browsing the web. They know what they want to find and want to find it as soon as possible. Websites that hinder this process, particularly because of an illogical navigation system, are at a significant disadvantage when it comes to capturing new clients and generating leads. Make sure your website has a logical navigation system so that potential clients can quickly and efficiently find answers to their questions.
Effective optimisation strategy
Having a website is one thing, but it’s unlikely to deliver results unless potential customers can find it easily. It’s essential to have an effective optimisation strategy in place which helps ensure your website performs to its full potential, ranking highly in major search engines where people generally find the information they’re looking for. There are a number of different techniques you could be using, including organic search engine optimisation and pay per click advertising. Please read our introduction to search engine optimisation for more information.
Install tracking software
It’s important to know precisely what your customers think of your site so you can improve its look and performance. The easiest way to do this is to install tracking software, such as Google Analytics. This breaks down visitor behaviour into many different useful metrics, such as how they arrived at your site and how long they spent on each page. This can then be used to drive future changes; for example, if you find out that one page in particular is not being found by potential clients you can increase efforts to optimise this page.
Studies of online behaviour also reveal that people don’t read online content – they scan it, looking for relevant information. Your site must be logically laid out so that the essential details – such as the benefits to customers of using your products – are easily findable and easily scannable. Read our guide to online usability for more information, or employ a usability expert who can show you to maximise the number of people reading your website content.