Putting Your Website To Work

Putting Your Website To Work

Websites are an excellent medium for introducing your company to prospective customers. You can put as much or as little information as you like and completely customise every aspect.

You don’t need to be a tech whiz to have a website that boosts your business. There are several platforms available that you can use to create your site. However, the only thing worse than not having a website is having a site that isn’t very good.

No matter which platform you choose, there are a few guidelines you should follow to make the most of your website.

Designing Your Site

The design of your site is the first thing customers see when they land on your page. From the colour scheme to the layout, every element should reflect your company’s branding and the image you want to portray.

Online users expect sites that are engaging, easily accessible, and visually appealing. Most importantly, your website should show what you have to offer.

Here are a few tips for designing a website that will draw in customers.

Utilise Your Logo

If you have a logo, make it prominent. To keep a consistent design across all of the pages, use the colours in your logo for elements such as the background, text, and links. Showcasing your logo and regularly using the same colours will establish your brand in your customer’s mind.

For example, if your logo is bright blue, and your website uses four shades of blue, eventually your customers will think of your company when they see that colour.

Make Your Info Easy to Read

While your goal is to show your potential customers your products and services, it’s also imperative that the information you post is easy to read. Avoid using run-on sentences, and break chunks of text into smaller segments. Consider using bullet points for lists, and select a font that is readable.

If the information on your site is difficult to read, visitors are likely to move on to the next company. According to the Nielson Norman Group, if your visitors don’t see the value in your site within the first ten seconds, they’ll move on. This means that an overcrowded, busy landing page will deter your clients from exploring your site further.

Add Images

Not only are images are processed at a rate sixty thousand times faster than written words, but 90% of the information we take in is visual, according to a report by 3M Corporation. This means a website without images is missing out on instantly connecting with the visitors.

If you’re going to add visuals to your site, make sure they’re relevant. Pictures that have nothing to do with your brand will visually clutter your site, and make it harder for your visitors to find what they need.

The images you choose to add to your website should convey your message, while also staying in line with the style of your company.

Consider putting a picture with every post. These images should be pertinent to the topic discussed in the text, such as thumbs up when talking about customer service. If you have several posts about the same topic – such as your mission statement – use one image for all of them.

You can also use an image as your background. Choose either a picture or your logo and set it as a full-page background for your site. Make sure the image is high-quality so it doesn’t become pixelated when the size is increased, and set it to be centered on the page.

Also, choose custom images. Free stock photos are used by just about everyone. In order to make your site stand out, take some photos of your own. These photos could feature your premises, products, or your services in action.

Have a look at our homepage for more ideas on how to make your site stand out.​

Tools for Interacting with Your Visitors

Having a site where customers can learn about everything you have to offer is the first step. In order to turn clicks into customers, you need to interact with the visitors on your site.

There are several options for promoting conversation with visitors to your site. Here are a few of the easiest ones to use.

- Put up a “contact us” form in a prominent spot. Also, attach the form to the header or footer of your site so that your visitors don’t need to hunt to find it – a form that is hard to find is one that won’t get used. You can link it directly to your company email, and set up an auto-reply that tells the sender the message has been received.

- Add a live chat option that appears on every page. This gives visitors the opportunity to ask you a question directly. While some visitors will take the time to send you an email or give you a call, it is much more likely they will contact you if it requires very little action on their part.

- Create a page or a section for comments and feedback. All customers want to feel like they’re being heard and that their input is valuable. Add a section specifically for this purpose to encourage a dialogue with your potential customers.

- Enable on-line scheduling. Whether your clients need an appointment, want to enroll in a seminar, or simply want to come in to talk to you, this is a quick and easy way for them to schedule a time to see you.

- Include social media options. Some users are more comfortable reaching out to a company on social media, so include icons that link to your various social media pages.

Track Your Visitors

Now that you’ve set up a site that draws in your potential customers and encourages interaction, it’s time to put your analytical tools to work. The insights you can gain from analysing your site are essential for making the most out of your website.

Analytics can provide you with a wealth of information about your visitors. You can then use this information to improve your website. Analytic tools can help you acquire a wide range of data, including:

- How many visitors you’ve had in a given time period

- Where those visitors found your site

- An average amount of time spent on each page of your site

- The regions your visitors live in

- Which links and images on your site visitors click on the most

- Your bounce rate (how many people view one page of your site and then leave)

Once you have this information, put it to use. For example, if there is a page that very few visitors spend time on, consider redesigning it or eliminating it altogether.

Once you’ve designed your site, added these tools, and reviewed the analytics to see which ones work best for your company, you’re site will be on track to increase customer interactions and sales.

With an organised, visually appealing site in place, potential customers will be able to see the best you have to offer, and find the information they need to choose your company.

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