Does Your Website Create A Positive Impression Of Your Business
On-line spending in Australia has grown by 26% in the past year according to reports by the National Australia Bank. This means that consumers are becoming increasingly engaged with business websites and are more and more willing to spend their money online.
The question is whether your business is taking advantage of this, e.g. have you experienced 26% growth in your online sales or inquiries through your website? If you have seen good growth then you most likely have a highly optimised web presence, but if you are not seeing this growth in online activity, then your online presence/website may be lacking in some way.
The good news, however, for those with under-performing web businesses, is that there are changes you can make to your website that will increase traffic, increase the time customers spend on your site and increase your actual sales – and I have explained this below.
Changes to Appearance
Is your site visually appealing, polished off and professional, and more importantly, does it look as good or even better than your competitor websites? If the answer to this question is no, then this is one of the first areas to change. This is because your website/homepage reflects your company’s brand, values, products and services, and this is the point where a potential customer will form the first impression of your business. If the site is attractive it is far more likely to create a more positive impression and equally to keep visitors on your site when they arrive. This is known as ‘stickiness’.
There are 5 areas to focus on when optimising the appearance of your site:
1. Use an appropriate colour scheme that reflects, the brand and tone of your business.
2. Use common fonts at a size of between 10 and 12 to ensure text is easily readable. Make sure there is appropriate contrast between the text and background to ensure optimal readability.
3. Use meaningful graphics as they provide visual variety and appeal to what would otherwise be a boring text page.
4. If you use photos, use high quality images as this will enhance visual appeal.
5. Simplicity. Ensure there is adequate white space and go for an uncluttered layout which means viewers will focus on your core message and not be distracted by peripheral information.
In addition to style, you must have content. Does your site have informative and relevant content that will help your audience to make a decision to purchase or make a further sales inquiries? It should do, as this is what they will be looking for.
There are several key areas of content that a good business website must possess:
Products and Services
This page describes what you offer; its benefits and unique selling points. Under every product and service, there should be the option to buy now, order now and/or gain more information. You should also add a social network share button which allows your visitors to promote your product or service to their friends, e.g. potential customers.
Remember, the old sales phrase, ‘customers like to buy from people that they know’. Therefore, build familiarity with your customer by telling them about your business, e.g. its origins, location, staff, management team.
Customers need to know that you are credible and can be trusted to deliver. The best way to do this is to include a page which lists current/past clients and or client testimonials.
Include a contact page with multiple ways of contacting you, including phone, e-mail, text Skype, (if possible).
These are becoming an increasingly important and vital part of any business website. This is because a well written blog with relevant articles giving practical advice, tips and industry information, demonstrate your expertise and knowledge of your specialist business area. This will mean you will appear as more credible increasing the likely of customers buying from you.
At the end of each blog article, there should be a social network share button, which allows users to share the page with their friends (potential customers), on social networks, who might be interested in your advice.
Any written content should be easy to skim read as studies show that web users only read 28% of the text on a page. You can make content easy to skim read by adding plenty of headings, subheadings, bullet point lists, and indents.