While surfing the web you may have come across websites that
were unattractive or uninformative and they left a bad taste in your mouth as
you click the back button to find another site. As a brand, your website is not
only often your first impression but it is also an important way to build a
relationship with these potential or current customers. Your website needs to
attract customers visually and the content on your site needs to speak to your
customers and encourage them to choose your business.
Whether your website is for a large corporation or a small
bakery, there are important factors that you need to consider:
Your Business’ Audience
While your website will include your branding, it’s really
important to remember that your website is created for your audience. Use
language and terms that they will comprehend. Even if you are a technical
company, and some of your audience may be people who understand the lingo,
there might also be assistants or administrative staff who are researching your
business as well. Encourage potential customers with knowledge they can
understand; don’t use industry lingo.
Once you’ve figured out whom your audience is and how to
talk to them, you have to figure out what to say to them. Figure out what your
customers are after when they come to your website. What do they need? Why do they
need it? Why are they searching now? Then find out how your product or service
can solve their problems and end their search. Take you mission statement and
create a marketing message around it. Focus on your customers’ needs and how
YOU can be the one to solve them.
The presentation of your website is just as important as the
message on it. An unattractive website can cause customers to leave before they
even have a chance to read your messaging. Bad web design can be outdated, too
distracting, or not engaging enough. Place emphasis on words or photos that
customers need to see to encourage them to take the actions you want them to
take. The goal of the presentation is to get potential customers through the
conversion funnel through layout and messaging.
Even as website trends and Google updates come and go, these
three factors will always remain relevant when developing your website. Even if
you decide to redesign your website over the years, your core messaging and
audience will continue to be key to your marketing efforts. If you’re looking
to enhance your business website with a new design or stronger messaging,
contact Sales & Marketing Technologies today. As Central Florida’s most
established Digital marketing and web development company, SMT can unlock your
potential to thrive online.