TranslatePublished April 16, 2023
For many businesses, a website is undeniably critical for reaching new audiences — and is often the first impression someone will have of your brand. But having a website alone is not enough to reach and convert new customers. It is equally vital that your website is well-designed, or you risk losing valuable leads.
Website design plays a huge role for a few reasons: First, web design can impact your website’s ability to rank on search engines for keywords related to your products or services. Additionally, web design can influence whether a user stays on your site once they find it.
And, lastly, web design will ultimately impact how many leads and prospects you are able to convert into customers.
Good website design always begins with the question, “What is the main action we want someone to take when they visit our site?” However, “good” website design can seem vague — what exactly do marketers mean when they say, “That’s an impressive website design”?
In a survey by HubSpot, 285 people around the U.S. were asked which elements they feel are most important for a company website. Here are their responses: What content elements are most important for a business to have on its website? Contact Us Information -62%, About Us page-31%, Social Media Icons-30%, Live Chat Capabilities- 28%, Product and Image videos- 31%, Physical Address Highlighted- 26%, Case Studies, and Other Collateral- 20%, A Blog-19%, Newsletter Sign-up- 10% According to 62% of those surveyed, including CONTACT information on your website is critical. Including contact information seems simple, but a lot of companies miss this. And it is undeniably important — in fact, those surveyed rated “Contact Us Information” as the most important element you can include on your company’s website.
You will want to include the phone number, email address, or another contact medium you want people to reach you for sales inquiries — preferably in an easy-to-find location, like the header of the page. Also, consider including a clickable “Email us!” And, speaking of forms, you might want to embed “Contact Us” forms throughout your site. Visitors do not need to - on a scavenger hunt to find out how to get in touch with you.
Nineteen percent believe a BLOG is most important. All digital, social, and other online marketing requires quality content. A blog is one of the most effective opportunities you have to create and distribute high-quality content related to your products or services.
85% of consumers say they will only consider a brand if they trust the brand
To get maximum SEO benefit, your blog should be listed under your domain (something like www.yourcompany/ blog) instead of off-site through a third party service. Ultimately, a blog can help you reach new audiences, increase brand awareness, and convert prospects through educational, valuable content.
An ABOUT US page is a vital element and can help you share your story. Sharing your story and highlighting core values is critical for your brand’s long-term success. In fact, 85% of consumers say they will only consider a brand if they trust the brand. As shown in the poll HubSpot conducted, an About Us page is the second-highest rated element, with 31% ruling an About Us page the most important element — overshadowing live chat, product images/video, and even case studies.
Simply put, people care about who they do business with, so tell people who you are and why your work matters. That said, keep it brief. Customers do not have time to read a research paper. 1. Use facts, not hype. 2. Seek to inspire trust. 3. Tell visitors what they want to know. 4. Specifics are better than bold claims. 5. Give a peek behind the curtains. 6. Forge connections. 7. Express your values. 8. List credentials, certifications, and awards. 9. Include a photo of you “in action.” 10. Be interesting!
Contributed by Marc L. Goldberg, Certified Mentor. SCORE Cape Cod & the Islands. www.score.org/capecod, capecodscore@ scorevolunteer.org, 508/7754884. Source: SCORE SE MA, Partners in Success Newsletter.
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