In the wake of the COVID-19 pandemic, many businesses and even small businesses have stepped up their digital initiatives to include an online presence and stay relevant to their customers.
The first step in a business to make a good first impression online is having a powerful website, says Andrew Bourne, Africa Business Development Director at Zoho Corporation.
If you’re a business owner who is just getting started on your official website, or are currently updating your site and want a refresher on general best practices, here are five tips to keep in mind:
- Make your copy lead-oriented and benefits-driven
When prospects visit your site, they want to know one thing: how your solution or product adds value to their personal life or work. That said, an objective list of basic features, even a well-written one, might not do the trick. Specifications are only material facts about your product; it is not information of a forward-looking nature.
Passing on business / individual benefits as well as product functionality turns your copy into meaningful inputs to prospects. Suppose you are creating a website for event management software. One of the features of the product is that there are over 100 built-in event layout templates. An event manager visiting the site will be intrigued by the feature when your copy also informs them that digital models speed up floor plan decisions by reducing the time spent on manual layout design by 40%, not to mention faster collaboration with contextual email integrations. . It’s always the valuable results that grab the prospect’s attention.
- Offer social proof wherever you can
Social proof is the psychological phenomenon in which people look to the collective opinion of people to determine the best course of action in a given situation. As a business owner, the most powerful form of social proof you can display to prospects is customer testimonials. Customer testimonials, video or written, send a strong message to visitors. There are also awards, media mentions, positive analyst reviews, and mentions.
Try to position testimonials at sticking points – that is, places where a prospect is likely to encounter resistance to conversion – some of them include the pricing page, checkout page, or checkout page. ‘one of your call-to-action (CTA) buttons.
Make your visitors’ journey clear and their next steps easy
When you have a prospect’s attention, the next crucial step is to engage them with clear call-to-action (CTA) buttons. Take your home page, for example. The goal is to provide calls to action for visitors who arrive on the page with different levels of engagement and different levels of readiness to buy. Your home page can offer more than the main menu to start users, such as a free downloadable report to meet their needs during the awareness phase, a “Find out more about our company” CTA for the review phase. and a “Browse our services” or “Request a quote” CTA for the decision phase. Your homepage should also combine dynamic CTAs with a subtle design so that your prospects feel informed every step of the way and aren’t suffocated by options.
Make sure users can reach you from the other side
Remember to keep your official contact details in the header or footer of every page on your site and / or to offer features such as live chat. Today, live online chats are important to Gen Z customers who demand instant, mobile-centric methods of communication. Plus, no matter how fast business technology advances, people are still drawn to doing business with people, not interfaces, and the last thing you want is to lose a customer. potential because he had a question and didn’t know where to turn.
Go visual … and multimedia
Multimedia can enhance your copy by giving your visitors a deeper sense of who you are as a business and engaging with them on an artistic level.
● Concepts (like your place in your industry) can be explained more easily with an infographic
● Instructions (like how to use a product or how to return / exchange a product) can be simply illustrated with screenshots
● Processes (like making your product or assembling your product) could be best illustrated with videos
● The portfolio (like videos or pictures of your finished product / service and the customers who use them) will help prospects get an aesthetic idea of your offering.
A business website is a perpetual work-in-progress in terms of SEO and user experience. In an ocean of information, a smart SEO strategy is the relevancy tag that helps prospects discover your site. Once they land on your website, an insightful user experience is the anchor that holds their attention until they hit the end of the buying funnel. A religious best practice approach is imperative to get these two aspects over time and turn your website into one of the most powerful marketing tools for your business.