What does your website say about your business?
Your website is your virtual shop window. It’s your opportunity to tell your target clients why they can trust you and spend their cash with you. There are thousands of other companies vying for the same customer base, so you need to make sure you’re the one who gets their attention and for the right reasons.
First things first
Before you even start putting pen to paper, ask yourself where you want your business to be in two to three years’ time. That will hopefully look different to where you are now. That’s where you want to pitch your site, message and copy. If you start talking to your market as you are right now, you’ve got nowhere to grow and develop. So project yourself and your business forward and your website will mirror your ambitions.
What are the essentials to consider when building your website?
There are several factors to think about. If we had to choose, these are the elements we would class as absolute essentials.
- User experience: if you had a physical shop, you would carefully plan your layout to allow your customers to walk through, easily finding everything they need. You certainly wouldn’t leave all your products in a muddle and expect customers to work it out for themselves. The same goes for your website. Be absolutely sure its easily navigable. It’s a good idea to ask someone else to check this for you. You will be so close to your site, it’s hard to look at it objectively.
- Clear messaging and calls to action: why should your customers buy from you? It’s all about the benefits to them. They don’t particularly care how proud you are, and so on, but they do want to know how your product or service will improve their life. Make sure all your messages are talking directly to your customer and are all about benefits. It must be completely obvious what you want them to do. Your calls to action must be loud and clear.
- Mobile-friendly: when building a site, always keep checking that it looks as good on a desktop as it does on a mobile. As much as two-thirds of online digital traffic now comes from mobile devices, particularly as more and more people work from home.
- Speed and responsiveness: we all now expect sites to load instantly. You’ll know from your own experience that if a site is slow to upload, you’ll go elsewhere. Your customers are no different. If yours is taking time, fix it.
It’s a good idea to do a website audit every now and then, even if you’re not planning on building a whole new website. If you do need expert advice to build a new site, Cityspace Creative can help with the entire process so you’ll know you’re getting in front of the right people and talking to them in the right way.
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