There’s so much more to building an effective online presence than just constructing a website, updating it with images, inserting text and then letting it go live. Now, you have to put some thought into how you’re going to capture your customers’ information. Here are five reasons why your website might be struggling to do that.
There’s so much competition on the internet. Potentially thousands of companies are all fighting to get the same customers onto their website – so it’s vital that your site makes a good first impression. Neilsen estimates that the average web page visit lasts less than a minute – meaning you have a small window to engage the user and offer them a clear path to the information they need. If your website looks tacky and unprofessional, then potential customers will be left uninspired and inclined to move to another, more engaging website.
A great website should take the customer on a journey; starting on the home page and then using the clear, concise navigation structure to find the services they require. If your structure is disjointed, then your customer will find the website hard to use. One of the best ways of generating leads is by having calls-to-action. This method means that your customers have to enter their details before being able to purchase a product. Calls-to-action are usually tailored to the customer’s browsing habits – creating a more personal experience. If you just rely on a generic ‘Contact Us’ form, then there’s little incentive for the customer to proceed. If you’re struggling to create a dynamic website structure, then it’s worth contacting the web designers at Outlines Design for some expert advice.
If you put irrelevant content on your site, then how will your customers know that your company is right for them? If your key messages are hidden in walls of text with no subheadings, then your audience will quickly lose interest. It’s well worth investing time into ensuring your website has a clear focus, the content you’re showing is of a high quality and the most vital points about your business are clearly highlighted.
With so much competition online, Google and the other major search engines rank the effectiveness of each website to decide where it should be placed in its search results. If you do not have an on-site blog that is full of the keywords that customers are using to search for similar products in your industry, then Google will penalise you and send your site down the rankings. It’s vital that you fill your blog with expert, industry-specific content and update it regularly to keep the content fresh. Google will usually push the freshest content higher up the rankings because it believes it’s more relevant to the customer. A great blog also keeps the customer engaged and builds trust, which can be great for securing future business.
This is a great way of building trust with your customers. If another website links back to your business, then it reassures Google about the quality of your content. External link-backs can be paid for by you or placed there naturally by the host site. The more relevant sites you place your content on, the more viewers you will get – and this will increase the chances of your content being shared on social media. All of these factors contribute towards your SEO ranking and cannot be ignored.
October 1, 2016, Dan