Businesses, by their very definition, exist to provide a product or service. If you can’t reflect this online, your business is at risk, and your competition is grinning.
This output, although it may be obvious, impacts nearly every individual on a daily basis.
I find it surprising that only a portion of the business community realizes the importance of their website even though all companies rely on customers/clients to survive.
The stronger your broad or niche appeal, the more significant your success as a business.
One of the most overlooked, yet most vital elements of said success is a user’s experience on your website. But before that, it’s your website’s ability to be found online.
Its importance for the germination of your company is paramount, especially in the internet age. Here are some ways to help ensure that users have a positive experience on your website.
Visual credibility is an indispensable ingredient for positive user experience on your site. While some businesses existed far before the popularization of the web; others are a direct product of this development. Regardless of when your company was born, having a visually modern website is a requirement.
You must continually modify your site to meet contemporary design standards.
These benchmarks are continuously updated; what was satisfactory in 2010 is likely antiquated today. Some companies have failed to change their website since the late ‘90s/early 2000s. That is unacceptable in an economic system that is so reliant on the internet.
A visually outdated website eliminates all legitimacy and integrity of your company’s image. If users see an old site, they will most likely flock to a rival with a modernized presence.
To ensure your site is up-to-date, it’s usually a good idea to look at your competition and see what they’re up to regarding new feature implementations.
Also, don’t forget to look outside your niche for a broader range of visual possibilities. Make a strong effort not only to match but to surpass the universal standard.
It’s imperative that the information on your website is up to date. Although this information may seem like a no-brainer, you’d be astonished by how many companies forget to update their sales, address or contact information.
If a third party sustains your web presence, be sure to inform them whenever you make any base level changes.
Remember, if users can’t reach or locate you, it’s impossible for them to become customers.
The importance of timeliness doesn’t just apply to your general information, but to your site’s content as well.
If your web page is filled with info, regardless of the medium, you need to ensure its accuracy and quote resources as necessary.
Remember, advancements in your field regularly modify the timeliness of this information. Your credibility in the eyes of the user will disappear if they find content on your site that doesn’t benefit them in any way.
With no credibility, you earn no customers. This content timeliness is exceptionally significant in dynamic industries (ex: science and technology fields).
You now understand that the modernity of your content is essential. However, you must not neglect quality, as it is vital if you want users to have a positive experience on your site. If your web page suffers from weak content, the growth of your customer base will suffer as well.
Therefore, it’s imperative that you ensure 100% of your writing effort goes into creating new, quality site content and blogs.
All the visuals on your site must be sharp. Avoid using low-quality images, and take unique photos if appropriate. Infographics must be informative, accurate, and appealing.
A user’s eyes are naturally guided towards visuals before any other site element.
You can have ground-breaking, sensational content, but users will leave the page before reading it if your visual stimuli aren’t up to par.
This importance is not meant to undermine the quality of your content. All of the writing on your site must have a logical flow, constructed, so that makes sense to a new visitor.
It should be meticulously reviewed for typos and sentence structure issues, as those are key indicators of company untrustworthiness.
The content must always be well written and be engaging for new visitors. With robust copy, the likelihood of users transforming into customers increases drastically.
Don’t forget about videos on your site. Just like your content, videos need to flow logically. The visuals and the information they contain should be equally engaging.
If a user is bored by your video content, they will leave your site before even considering what you have to offer.
Speaking of your company’s output, you must ensure that this is not the only focus of your videos. Naturally, it should play an essential role in educating the user, but videos on your site should also include you.
The ideals, image, and aesthetic of your company should all be encapsulated in your video content. A user should be able to obtain a basic understanding of almost every element of your business through this audiovisual presentation.
If an authentic perspective is gained, patronage becomes more likely.
Don’t Forget to Describe Your Products or Services
A website can be modern, quality content-dense, and visually appealing, but still give the user a horrible experience.
An unclear explanation of your product or service is likely to blame. The user needs to obtain an understanding of what exactly it is that your business does, so you must ensure that you outline every aspect of what you produce with tremendous detail and clarity.
If you are a marketing firm, and a potential client can’t ascertain that fact from your site alone, then you will fail to turn that potentiality into actuality. Don’t get so caught up in dazzling users that you forget to address the nucleus of your company, the product or service you provide.
Connecting with people on social media platforms such as Facebook, Twitter & Instagram is essential. And free. Doing so will drive new visits to your website, create trust in your brand, and generate new business.
Address the Appeal of your Product or Service
Don’t think you are done creating content for your site after merely describing the focus of your company. Nearly every industry, regardless of size, is viciously competitive. If you don’t highlight what makes your product or service stand out amongst the burgeoning competition, users will not turn into clients/customers.
They will instead flock to that very competition. Detail the features that make your product/service unique.
What benefits can you provide that your rivals can’t? What makes you better than the rest? If you can’t answer these questions through your internet presence, your website will fail.
We’ve only just begun at the tip of the iceberg when it comes to how to provide your website visitors with the best experience possible. Next, UI & UX comes into play.
Remember, the internet is an indispensable element of almost every aspect of daily life. If your website fails to turn users into customers, your company will likely decay.
Don’t throw all that hard work away just because you aren’t familiar with websites, and everything entailed in a spectacular one. Hire the right marketing agency to take care of your online presence for you – it will pay off.
President, Direction Inc.