Is Your Business Website Fulfilling Its Potential?

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If you run a business, it’s highly likely that you have a website, but are you getting the best out of that site? A website can be an extremely effective marketing tool, but building a site and publishing content doesn’t always guarantee success. A basic, dated, slow website can do more harm than good. If your business isn’t benefiting from an engaging, visually appealing, interactive website, now is the time to make changes. Here are some tips to ensure your site fulfills its potential.

Design and aesthetics

When you’re browsing online, what do you look for as a customer? Many of us are lured in by aesthetics. As consumers, we want to see stylish, cool or professional looking sites that catch the eye and leave us wanting more. If you’ve got already got a site up and running, take a look at it from a customer’s point of view. Are you happy with what you see, or is there room for improvement? Consider the type of business you run, and ensure themes and images are relevant. You need to make sure that everything about your site caters for the target market. It’s unwise to employ a universal, one-size-fits-all approach to web design. A site for a legal firm should look very different to a business such as a hair and beauty salon or a dog grooming parlor, for example. If you don’t have expertise in this area, it’s beneficial to look around for a local web design firm. Browse portfolios, read reviews and client testimonials and look for agencies that have an outstanding track record. It takes seconds for human beings to form an impression, so it’s vital that your customers are impressed from the moment the homepage loads.

Content and user experience

When you’re putting a website together, think carefully about what you want that site to achieve, and ensure that it offers the customer all the information they need about your business, and what you do. Focus on sharing compelling content, which serves a purpose, and consider using different types of content to make your site more appealing and user-friendly. Avoid large chunks of text, and use images, video clips, and infographics to make your pages stand out. Up to 65 percent of website customers fail to complete the purchase process, and often, this is due to the fact that they have questions about their order. To improve your conversion rate, and to provide your customer with a better experience, include an FAQ section or a live chat option. Ensure that your site is easy to navigate, and remove any broken links or pages that are out of date. Consider ways you can make your site different to others. If you sell clothes, for example, including a video clip of the item may be more effective than basic images.

Reaching out to customers

Once you’ve got a site you’re proud of, the next step is to show it off, and hopefully, drive sales. Optimize your content using SEO techniques and social media marketing, and make sure your web address is clearly visible on your social media pages, flyers, business cards, brochures and anything else that carries your brand name.

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Do you have a business website? If so, is it achieving the results you desire? If your site is falling short, hopefully, this guide will get you back on track.

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