All Style, No Substance? How To Make Your Website Work For Your Business

There’s something to be said for having a website that looks amazing, but only if you’re in the design industry. That’ll do wonders. If you’re in any other industry, then the look isn’t what you should be prioritizing; instead, it should all be about the substance of the site. While the look is, of course, important, the crucial part is ensuring that your website works towards the chief end of your business, which will naturally be to make a profit. Below, we run through a few ideas that’ll ensure all aspects of your website point to customer success.

Quality, Not Quantity

There was once a time when it was a good to have page after page of keyword stuffed texts. But that approach was put in the trash by Google years ago. Now, it’s all about quality, not quantity. Take a look through the text of your website. How much of it offers real value to your visitors, and how much is filler? It’s better to have ten pages of well-researched, well-written content rather than fifty pages of low-quality content.

Initial Prompt

How are you nudging your customers to engage with your business? They’re not going to be on your site for very long, so you need to make sure that you’re making direct contact with them as soon as possible. The best way to do this is to add a lead generation landing page. With this, you can nudge your visitors to sign up with their email address as soon as they visit your web page. If this all sounds foreign to you, check out this Clickfunnels review and see how you can use your landing page to turn prospects into customers. Your visitors won’t give you their details unless you ask for them!

Call To Action

Your website can have the facade of being for the benefit of your visitors, but let’s be honest: you’re not creating a site out of the goodness of your heart. You want people to use your services. To increase the chances of this happening, you need to be using the ‘Call to Action’ technique throughout your website. Whatever it is you want your customers to do, you should make sure it’s easy for them to do by having well placed links on each page.

Get Rid of the Noise

You’re not building a version of Wikipedia. Customers don’t need to see tens of pages detailing your history, staff, yadda yadda. They just want what they came to your site for, so make sure it’s easy to navigate to the important stuff; it’ll benefit both company and customer. A clean, easy to navigate appearance is one of the best ways to increase conversion. If you’re determined to keep the other, less important pages on your site, then at the very least keep them out of the way by placing them at the bottom of the page.

Focus on Speed

Do you know what your customers really want? It’s not a glitzy site; it’s not customer service, it’s not the quality of the photos of your products. What they want is a fast site, one that doesn’t lag between pages. If they have to wait more than a couple of seconds, they’re gone. Customers would happily leave Amazon behind if by some chance the giant website became slower. Test your website speeds regularly; it can be a crucial difference between a customer sticking around and one going to your competitor.

Capture (and Use) Your Data

You can never truly know what works and what doesn’t work on your website unless you’re looking at the data you have at your disposable. Your data can tell you which pages are getting the most visits, which are barely getting a look in, and which clicks around your website are being clicked. It’s a wealth of information that can direct the future of your website, if only you pay attention and learn how to unravel the vast amounts of data you have.

Keep Things Fresh

You can’t just sit on your website. Customers usually hate it when changes occur…but only for a day or two. After that, they’re on board. As well as the overall look of your site, you should be updating the content, mixing up the photos, text, and so on. Keeping things fresh is the only way to ensure that your customers don’t get bored with your site.

Incorporate the above tips into your business site, and you’ll have a website that works for your company.

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