3 simple strategies to get your website working harder for you
Your website SHOULD showcase your business in the best light, and yet so often it's doing you a disservice, and on occasion damaging everything you've worked so hard to build. In this blog we explore how simple tweaks to your website’s responsiveness, user experience and call-to-actions can boost its performance dramatically...
Take a look at your website.
Go on. Open up a browser. Navigate to your website. Take a long hard look…
Are you happy with it?
Does it do a good job at demonstrating what you do?
Does it bring you any business?
Now imagine you’re a prospect, hitting your site for the first time…
Is the site speaking directly to you about things you care about?
Can you find the information you’re searching for?
75% of consumers admit to making credibility judgments based on a company’s website design. And those judgements can take as little as 0.05 seconds to be formed.
So take another look and ask yourself honestly - “what does your website say about you?”
The problem with most websites is...
They’re written by people who are too close to the business and therefore want to share every tiny detail about the company…
They’re created by technical people who want to stick to what they know or attempt to try the latest fad rather than design something that actually works…
And then they’re launched and left to rot in a corner of the Internet, which is going to cause you huge problems. Firstly, there’s no way it’s going to generate any leads, which means you’ll never see a return on that investment. And secondly, because you’re not regularly updating the site with relevant, interesting and useful content, your audience starts to ask all the wrong questions:
"Can I trust this company?"
"Do they know what they're doing?"
"Are they even still in business?"
3 simple steps to fix your website
When you dedicate the time to create and maintain a strong web presence, it pays dividends in the long-term. And it doesn’t necessarily have to be a huge exercise involving an entire website refresh.
When you know that 44% of visitors will leave a company’s website if there’s no contact information or phone number, you can start to appreciate that often it’s the smallest tweaks that can make the biggest difference.
The following 3 suggestions are small tweaks you can make to your website today to give your website a big boost:
1. Make your website responsive
48% of users say that if they arrive on a business site that isn't working well on mobile, they take it as an indication of the business simply not caring.
There’s no excuse for having a website that isn’t built for mobile. We live in a digital world where our daily lives are controlled from that little device in the palm of our hand. And during the current pandemic where we’re working remotely and moving business-as-usual online, the importance of a digitally-enabled business has really hit home.
A lot of platforms, like Wordpress, will automatically consider responsiveness as part of its themes. But even with these platforms you should still do a manual check to see whether images need repositioning or headings shortening to make the site more visually appealing.
2. Consider the user experience (UX)
35% of users fail to complete simple tasks on websites because of busy interfaces, too many steps in a process, small fonts and difficult navigation.
When you’re creating a website to represent your business, we understand the temptation to want to throw everything at it. The problem is, this can lead to confusing your audience and making them feel overwhelmed - so they’ll leave.
But consider UX within your design and it can transform your site to being a really enjoyable experience because users can find all the information they need - they never have to think.
One simple approach we advocate within UX is 'one click to anywhere'. When you follow this rule, your user isn’t forced to hunt down what they’re looking for or likely to get lost (and eventually bounce!) on your site.
3. Always include a call-to-action (CTA)
70% of small business websites lack a CTA on their homepage and across their website. Even if you aren’t an SME, even major corporate sites can be woefully lacking in this area too.
This really is the simplest and quickest of wins. On every single page of your website you need to tell the audience exactly what you want them to do as a result of being on that page - again, don’t make them think.
Best practice dictates that you should have one main clear CTA across your website - usually something along the lines of ‘contact us for a demo/assessment/speak to a consultant’. Make sure you use the same words in your CTA across the site, and make it stand out on the page.
Don’t forget that asking someone to contact you is a huge, scary commitment, particularly if they’re not at that stage in the buying cycle yet. So think about some softer, backup CTAs as well, for example:
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And because everyone loves a bonus…
We have plenty more simple tips and tricks up our sleeves!
“How to achieve stronger digital performance” is our latest guide, which contains 4 effective and easy-to-implement digital strategies to help you improve your sales and marketing and avoid missing out on new opportunities.