If you can’t remember the last time you reviewed the website for your business, now may be the time to undertake this task. Not having a new website could be the reason for your business lacking traffic and your competitors getting further and further ahead of you in the game.
It is now more important than ever to have a website that your customers will look forward to visiting. Consumers have a high expectation that a website will be visually attractive, easy to navigate, simple and informative. It should also be a website that works on whatever device the consumer feels like using at the time, wherever they might be.
But my website looks okay…
Recently, we were contacted by a client that had a very nice website. It had some great photos and was clean and easy to read. It was a business that worked mostly on referrals and chance passers-by.
There was no strategy behind their actions and they simply undertook tasks to keep their business afloat as opposed to thinking smart about what would work to promote what they offered and ultimately get more customers walking through the door.
They were working in the business, not on the business.
Their website lacked:
We also advised our client that if he wanted to attract customers to his business he had to get his website working in a way that would get his company appearing when searched for. Specifically creating pages on his website that targeted his local areas would help raise his profile.
Even though he had competitors in the local area, he had a unique selling point that he had never seen before. Perfect Layout was able to open his eyes as to how he could exploit these assets and show potential customers the benefits of going with him as opposed to his opposition.
We also discussed the websites of his larger sized competitors. What they had to offer as well as the pros and cons of their websites. Once the comparisons had been made he was very quickly able to see that his site was outdated.
Even though making the changes we recommended looked scary and trying to take on his competitors looked intimidating, we reassured him that with the right digital marketing approach (some of which are mentioned above) we would be able to increase his visibility and potentially turn those online visits into sales.
Be inspired to revamp your website:
Usain Bolt, Mo Farah and Perfect Layout Digital Marketing
...what do they all have in common?
Two legends of the track hung up their running shoes this year at the World Championship Athletics meet in London. Usain Bolt, Jamaican born and currently the fastest human in the world is considered to be the greatest sprinter of all time. He is an 8-time Olympic world medallist and has many other amazing track achievements.
Or how about admiring Mo Farah? He is the most successful British track athlete in modern Olympic Games history. He won gold in both the 5000m and 10,000m in 2012 and defended his status in 2016. He is the first person in history to defend both distance titles in the Olympics and World Championships Athletics. Very impressive!
So, what do they both have in common with our company Perfect Layout? Change. They knew that their bodies had had enough. It was time to be brave and take a new direction in their life, out of their routine, out of their comfort zone and out of the limelight.
Sound familiar? Are you a company that was once:
Have your sales now dropped?
Do you feel out of your depth when thinking about how to increase your revenue?
Are you at a loss as to how you can get new customers in through the door?
Then you need go no further. Bite the bullet and give us a call now to find out how we can help be your catalyst of change. Creating a new website or improving what you have is just one important facet to building your business up to where you want it to be.
Take action and be like Usain and Mo. There’s a time for thinking and a time for doing - let your time of doing be now!
How could your business benefit from having a new or revamped website with SEO? Why not make a list of the pros and cons to taking immediate action.
To ensure that your website delivers more business to you, we will follow these essential steps:
Mobile Friendly Design
In April 2015, Google announced that it would favour websites that are “mobile-friendly”. Companies that are not investing in new websites, could see a decline in their business leads as their websites fall down the rankings.
A responsive web design ensures that no matter what device someone uses (i.e. tablet, laptop, mobile phone) your website is displayed on the screen in the most effective way. No longer should mobile phone visitors see a website that is used for standard desktops, like a laptop, which can make viewing content, navigating menus and clicking on links difficult and awkward to use.
Your site will be built to be suitable on all devices.
High-Quality Content and Excellent Customer Experience
The content, or written word, on a website must be of good quality. Without it you can’t tell your story, attract new and repeat customers, or explain the services that you have to offer.
All content on your website should be informative, engaging and useful. It should be easy to read, and delivered in short paragraphs that match the interest of your customers. High-quality content demonstrates authority and will naturally lead visitors towards purchasing whatever your company has to offer.
Whatever the customer is searching for, it must be easily accessible. From company contact information, product specifications or prices, browsing should be a pleasure, not a burden. At its highest level, the function of your website should be about giving your customer what they want before they even know that they need it!
We will write content that encourages your visitors to purchase your services or products, whilst at the same time having a great online user experience.
Visitors will be more inclined to navigate your entire website if it looks good. It should appear clean, logical and informative, with the correct amount of visual content balanced alongside the written word.
The impact on a customer’s emotional response to your website should not be underestimated. Visual design has a huge part to play in how customers consciously and subconsciously perceive your company. If your website design has a below average visual appearance, the customer will believe that this is a reflection of your services/product. Nobody wants to give a sub-standard performance, so set yourself apart from the competition and invest in a website that is better than the rest.
We will work hard to ensure that all aspects, of your website are attractive to the visitor, encouraging them to stay on your site and find out more about you.
The platform upon which your website’s design is built will have a huge impact on its usability as well as how efficiently you are able to update content and interact with visitors. We can’t overstate how important this structure is to the performance of your website. This is particularly important for e-commerce websites (sites that sell goods).
To build your website on a platform that:
The Perfect Introduction
Having the perfect introduction to your site is really important. When meeting someone face-to-face for the first time, people form an impression within the first 60 seconds. It is no different for visitors browsing a new website and studies show that they spend less than a minute on most of the websites that they visit.
This means that you only have a few precious moments to convey who you are, what you do, who you do it for, and why they should keep reading your site. So make sure you nail your pitch on your homepage, but also bear in mind the importance of content on your other pages as customers do not always start looking for what they want on your home page.
We will spend time with you perfecting your core marketing message and ensure that your logo design, tagline (catchphrase or slogan) and the initial paragraph of your website copy is clear. We will show that your business has credibility as well as describing what you offer upfront. There’s a lot to communicate in just one paragraph!
Clear Call to Actions (CTA)
A clear call to action is an instruction (to the audience) that should provoke an immediate response. Such as, ‘call now’, ‘find out more’, or ‘buy now’. The best website designs will include value-led CTAs that will subtly encourage visitors to take the next step and engage with the customer, guiding them to making a purchase. Visitors to your website need specific information before committing to make a purchase or inquiry. By using CTAs effectively, they can preempt the customer’s next step and gently lead them through your website in the way that you want them to experience your website, all the while delivering the information they are seeking.
All of our websites will have your phone number at the top of every page of your site and your contact information on the footer of every page along with quick links to your most valuable content. This is even more important for mobile websites where prospects are often just looking for a quick phone number, hours of business or address.
Track Your Conversions
Conversion tracking is a free tool that shows you what happens after a customer clicks on your ad. It is a powerful insight into your customers’ habits and can often be overlooked as a useful tool by some web designers. Yet for every business, it is vital to know how many inquiries and sales are received through your website. For example, have those website customers purchased a product, signed up for your newsletter, called your business or downloaded your app? Conversion tracking allows you to accurately measure your marketing spend, evaluate the success of any improvements or modifications in your website design or online marketing, and ultimately measure the underlying success of your website and business.
We will help you with tracking your conversions and understand how your website is working for you.
Engaging ‘About Us’ Page
Your company exists for your customers. So by logical extension, your About Us page (even though it is about you) is also about your customers.
They want to be informed about the engaging profiles of the personalities behind your organisation because it gives them insight into who they will be working with.
They also want to know how you and your company are going to provide them with solutions. Your About Us page, like the rest of your website, should present all information in the context of how it will benefit your customers.
We will plan the best way to present your About Us page specific to your business – for your customer!
Marketing beyond the website build
An online presence alone isn’t enough to generate leads. You need a strategy to work out how best to broadcast your content, attract search traffic and convert browsing customers into buying customers. Options available to you include pay-per-click (PPC) advertising, search engine optimisation (SEO), email marketing and social media (i.e. Facebook, Twitter, YouTube etc.). Depending on your business and industry some strategies will work better than others. The key is to find what best works for your business by experimenting with all of the available channels. Ultimately, it’s a process of trial and error while you discover what is most effective for your potential customers.
If you would like to use our marketing expertise to help drive more traffic to your business, we will create a package that is just right for you.