Many businesses seeking an online presence can stake their claim by setting up their own website, first and foremost. The real question, however, is whether the website is providing customers with all the information they need in making a decision to buy the company’s product or service. The object is to ensure that any visiting online user is converted into a satisfied paying customer.
MarketingSherpa (@MarketingSherpa) contributor David Kirkpatrick features a case study showing how the transformation of a website that has been static for 17 years has increased conversion by 470%. The site was nothing more than a virtual company “brochure” until a website redesign team gave it a makeover, changing not only the site’s appearance, but adding SEO elements and making it mobile responsive as well. Many other web design news talk about similar transformations that have contributed immensely to improvements in the owners’ bottom line.
Look and Feel
Visuals are one of the leading considerations in a web design project. A key objective is to create a site that’s visually appealing but easily navigable, clearly displaying the site’s different sections. The latter may be achieved through a navbar with dropdown sections, or a similar tool. The website must also be designed such that all features display correctly over all current Internet browsers, and mobile and desktop platforms.
Web design insights from such authoritative sources as Marketing Digest (@mktgdigest) have always put much emphasis on the importance of content. A website’s content has to be highly relevant to the needs and interests of the business’ market. In the case cited by Kirkpatrick, for example, the website’s content was and continues to be regularly analyzed according to how they relate to the searches and queries that led visitors to the site in the first place. Content has to be tailored to be able to respond to visitors’ questions without difficulty, while highlighting the business’ strengths.
Customers appreciate companies who fully interact with them regarding their concerns. KISSMetrics’ (@Kissmetrics) Andy Wyatt states that a customer service and feedback option is one of the things an effective website should have. Have a feedback form on one side of all pages; or perhaps, a small Live Chat window with an assigned employee. To make inquiries easier for customers, a website can provide a form that lists customer preferences for a job, as well as a “request for a quote” button. All relevant contact information should also be present.
Call to Action
A website must have clear calls to action to effectively guide site visitors to convert. Whatever kind of action you want your website visitors to do, be it to sign up for your newsletter or to fill out a survey form or a contact form, a clear call to action is a must. Your call to action must be complete with a compelling copy and visual cues, like buttons that are too irresistible not to be clicked.
The phrase “build it and they will come” does not say it all from an online marketing perspective. You have to “build it and make sure they will come.” Time to roll up your sleeves!
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