Building an Effective Website
Imagine this: You’re a customer searching online for an AV provider for your next project. You find one. Their reviews look good, they seem to be the provider of choice in your area.
And then you visit their website… and realize that it’s still living in 2005. It’s wordy, clunky, full of clip art graphics and blurry pictures. Comic Sans is the font of choice (please eliminate that font from your life, ASAP). Does their website inspire trust? Or do you immediately think that if they can’t even be bothered to update their website, that they might not be so invested in their business?
Your website is one of the most important asset your business has. It is your online home, even if you don’t have a brick and mortar storefront. A good website will connect your business with your target audience, communicate your brand, get you new leads and could even be your top revenue-generating asset.
Website development has advanced leaps and bounds in the last decade. From text heavy digital “brochures” with limited customization capabilities, nowadays you can pretty much build anything you can imagine and host it online. Your imagination is – truly – the only limit (and maybe budget… but one can dream, right?).
And while if you can think it, you can build it seems to be the motto these days in website design, you don’t have to run to add the latest web design trends to your website. Today, we’re sharing the basics of an effective website.
Look & Feel
You’ll hear many graphic design and marketing professionals talk about look & feel. This basically means your corporate identity, the ultimate combination of visual, content and personality that gives life to your brand.
Your website should align with everything else that you do; from your business cards, logo, uniforms, to the signage on your company vehicles. Why is this so important? Because it assures visitors that they have landed in the right place and that the experience they have enjoyed so far will translate across every single interaction with you – be it online or in person. In other words, it creates trust.
One of the most common errors we see on websites is assuming that people know what your company is about. Remember that your website has the potential to receive visitors from many sources – some that know you already, and others that don’t.
It may seem obvious, but make sure that you communicate to your website visitors what your business is about. If you make them dig for it, most of them will just go somewhere else. A good way to test this is to ask someone that doesn’t know your business very well to check it out. Their insight will be incredibly valuable.
You don’t have to overthink it: Communicating what your business is about can be easily achieved by including a tagline and using images that relate to your industry in your homepage.
Make It Personable
People do business with people. You want them to feel welcome when they visit your website, that you are there to guide them along and explain everything (especially technical content!) in a language that they understand.
Imagine you are having a one-on-one conversation with someone that’s curious about your product or service: What questions would they ask you? Make sure to provide all the answers in your website. Including professional photos of your work, your staff or yourself is also a good way to add a human touch to a website.
By implementing these recommendations, your company will look professional, modern and trustworthy. Stay tuned for our next blog post for insightful recommendations on how to increase website engagement and equip your website to turn visitors into customers.