In this day and age, communication, entertainment, research, commerce, and almost all other activities vital for the business landscape unfold in the digital environment. So, it shouldn’t come off as a surprise that digital marketing presents one of the most important venues for putting your company on the mainstream radar.
This fact also makes your business website, which makes both the starting and ending point of all of your marketing campaigns, your single most valuable digital resource that needs to deliver in any given use case scenario.
Not only that. If you want to be competitive, your online presentation needs to be able to actively drive engagement and encourage a higher number of sales. Let us take a look then at a couple of tips that should help you build such resources and put your future campaigns on a solid foundation.
Find Reliable Associates
This is absolutely essential for any other step moving forward. To put it simply, building a competent, well-optimized, and structurally sound website takes a healthy dose of expertise and experience that is not that easy to instantly summon in-house. Use the tried and true practices for finding the appropriate development company.
First, you will need to have a good understanding of the scope and the requirements of the project. When you sort these things out, proceed to check portfolios, research reviews, and schedule interviews. Good communication and punctuality are a must.
Make the Website Easy to Navigate
The websites that are too convoluted, keep vital information behind a maze of menus and don’t use basic navigation resources like search bars are abandoned within seconds. Don’t make this mistake, and the top-level menu items are distinct and suggestive, navigation trees are transparently laid out, and pages are organized into logical clusters.
Also, every page should feature clearly displayed info about your company as well as a way out back to the homepage. As for the very pages, they shouldn’t be cluttered and feature a good balance of text and imagery effectively used to lend the articles additional context.
Keep Your Content on the Top-tier Level
Content is the lifeblood of your website and the asset that keeps generating traffic even when the visitors are not immediately interested in buying your products or services. It makes the building blocks for your SEO strategies and improves the authority of your brand in the industry.
So, much like in the case of website development, you should approach the issue of web content optimization with all due attention. Establishing collaboration with your future vendor of choice and working together on keyword research, URL structure, and other important assets is your way out of this issue.
Make the Website Snappy
When it comes to this, the modern audience has very limited supplies of patience. For instance, more than half of mobile users, who now generate the majority of online traffic, will completely abandon the page if it takes more than three seconds to load. To solve this problem, be sure to first make your pages fully optimized for mobile access.
Also, keep the images in realistic sizes and don’t embed the videos directly into the pages but rather host them somewhere else. Speaking of, you should also look for performance-optimized hosting solutions, and cash webpages, as well as reduce redirects as much as possible.
Leveraging Interesting Calls to Action
Whenever visitors make some action – any action – on your website, you are making them far more engaged and bringing them one step further down your sales funnel. Do your best then to frequently use calls to action on your pages.
The options you have at your disposal are truly endless and range from call buttons and comment boxes to freebies, subscription prompts, invitations to make a purchase, etc. It is important to remember, though, that you shouldn’t appear overly desperate and that CTAs should never interrupt user experience. That means aggressive full-screen prompts are a no-go.
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Put Yourself in the Consumers’ Shoes
In other words, you should make your platform customer-oriented. So, resist the urge to lead them down the sales funnel you envisioned, but rather imagine what path they would take to finally make a purchase. So, do your homework and research what topics are your future clients interested in, what are their preferred payment methods, and what level of knowledge they have.
Highlight the info they find relevant, if possible, make the content personalized. The efforts will make your website much easier for consumption and instantly score a couple of goodwill points in terms of usability.
We hope these suggestions give you a better general idea about the strategies you can use to turn your website from the passive resource you use to showcase your portfolio to a much more proactive tool built to encourage engagement.
The present-day business landscape is very dense and competitive, so you have very little room for misfires. Failing to utilize your website to its fullest potential definitely counts as one. So, pay attention to all the things we have covered above.
By Mike Johnston