Your business website is your digital shop window and, arguably, your best asset. Whatever its purpose, your website is your opportunity to showcase your services, acquire new customers, and gain valuable feedback from your current ones.
Your website needs to:
We’ve compiled a list of important site-boosting factors for you to consider.
User experience focuses around creating the pages and steps visitors need to take to navigate your website. One of the most common mistakes first-time website owners make is to create a site based on assumption and their own expectations. It’s worth spending time exploring why people would visit your site, the journeys they will be taking on there, and how to make sure those journeys are as easy as possible.
This is particularly important for new businesses. Adding elements to your website to improve your credibility can help you overcome the natural scepticism encountered when attracting first-time buyers. These could include testimonials, sales statistics, and examples of your work. Be sure to share these on your social media channels.
Ensure all your online and digital marketing activity is optimised for mobile. With almost 60 percent of searches now performed from mobile devices, having a mobile responsive website that clearly showcases your services will put you in the best position to convert online traffic into sales.
User experience should be at the heart of your website, and responsiveness should be at the forefront of your designs and concept. Your website must adapt to the device it is viewed on for a seamless navigation and interaction, whoever the user and whatever the device.
It is imperative that you make sure to capitalise on any website leads. Make sure to include strong, prominent and relevant calls to action. Ensure that all calls-to-action correspond with the preceding messaging and lead to a clear goal. These could include completing an enquiry form, making a purchase, or downloading information related to your products.
Your website is your platform to truly communicate with your target customer, so provide them with content that sets you apart from the competition. Content that brags about your business or doesn’t contribute to an informed buying decision is ultimately counterproductive. Be sure to provide concise, helpful and well-written content.
Make it as easy as possible for potential customers to get in touch. Keep fields on contact forms to the bare minimum and be sure to provide a privacy statement to reassure them (you can create a free one here). Include both a postal address, a telephone number and your opening hours.
Where possible, it’s worth using self-generated images, including photos of your premises (if applicable), products, and services. Whilst stock imagery can provide a useful starting point and support your own image gallery, using too many stock images can negatively impact the credibility and brand identity of your website.
Any photography expenditure is a worthy investment as your assets can be used across a range of different media including listings on business directories, social media pages and blog posts.