A website is undeniably critical for reaching new audiences and is often the first impression someone will have of your brand. But having a website alone isn't enough to reach and convert new customers. It's equally vital that your website is well-designed.
Good website design however isn’t enough, sometimes we lose sight of the fact that first and foremost a website must be functional, it must drive customer actions and often there is more than just one possible action.
A website must incorporate design and function to meet customer needs. Here are our ‘Must Haves’ for websites in 2021.
Highly Visible ‘Contact Us’ Information
Including contact information seems simple, but sometimes it gets missed or hidden and visitors don't need to go on a scavenger hunt to find out how to get in touch with you.
Include as many ways to contact as possible: phone number, email address, or other contact medium you want people to reach you for enquiries. Preferably in an easy-to-find location, like the header of the page.
Also, consider including a clickable calls to action. Like an ‘Email Us’ button that either opens an email client or links to your contact form.
A Blog
All digital, social, and other online marketing requires quality content. A blog is one of the most effective opportunities you have to create and distribute high-quality content related to what you do and many customers believe it is a must see element on a website.
Blogs tell a deeper story of your brand that people want to see, they can help you reach new audiences, increase brand awareness, and convert prospects through educational, valuable content
An ‘About Us’ Page
An About Us page can help your brand share its story. Sharing your story and highlighting core values is critical for long-term success. 85% of consumers say they'll only consider a brand if they trust the brand. Simply put, people care about who they do business with, so tell people who you are and why your work matters.
Customer Testimonials
Potential customers need to trust you before choosing to work with you or buy from you and testimonial pages can help you effectively build that trust with prospects. Use your website to build your credibility by sharing your expertise and successful track record with clients and customers.
Original Videos and Images
Customers like images — but they are weary of stock photos, particularly of products or services. This is where authentic behind-the-scenes videos and photos can help. If your service is something less tangible, such as insurance or life coaching, show pictures of your friendly staff and your belief system using visuals.
Better yet, include video. Videos where you are explaining your business' purpose are powerful opportunities for increasing trust with potential customers.
Geographic Details for Local Search
46% of all Google searches are looking for local information and whilst the Covid pandemic has made many of us forget a physical world exists, if your business relies on customers within a certain geographic area then ensure you include your location. If you are based in multiple locations, you should consider creating landing pages on your site for each location for easier navigation.— which means if your business isn't optimized for local search
Live Chat
Live Chat is now a necessary component of a successful website rather than a nice-to-have. People want to contact businesses in the best way that suits them, not the business and Live Chat is popular choice with people who either don’t want to or can’t speak during the day, or simply just prefer it.. Many customers like real-time feedback and a conversation at a time that suits them., consider installing a live chat option on your website.
If you don’t have the resource for Live Chat, Chatbots are an alternative – they can’t replace real people with customer service, but they are a good alternative for those who don't want to call or email and may be inquiring about services or simple FAQs. Artificial intelligence has made this functionality much more feasible for companies of all sizes.
Looking to Update your Website?
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