24th January 2020

    “Imagine your website like a storefront- it is your chance to make a great first impression to potential clients…”

    Author: Dylan Cotton

    As we head into 2020, your business having a presence online is more important than ever. More and more consumers are making their purchasing decisions online, based on the search results of engines such as Google.

    There is nothing which can turn potential customers off faster than when they’re searching for a specific product or service, clicking on a web site and then seeing it hasn’t been updated since 2003. With so much of your competitor’s information readily available at a click of a button, a bad web page can impede potential new clients and have long lasting implications on the success of your business. Imagine your website like a storefront- it is your chance to make a great first impression to potential clients

    Maintaining an up-to-date website allows you to communicate your messages with clients and set yourself apart from your competitors in a cost-effective and relatively simple way.

    The following are a few basic ways that you can ensure your website is maximising its potential.

    Contact Details

    I cannot stress this enough; always keep updated contact details. A contact number, email address and opening hours all contribute to the overall image of your brand and basic accessibility. If you become hard to contact or reach, you're effectively turning away potential clients. Always keep multiple touchpoints so that there are options that can cater to everyone.

    Relative Content

    When visiting a website, potential clients want access to clear and concise information. If the content on your website is too vague or confusing it can be discouraging; the same goes for anything too long. Finding the 'sweet spot' of informative, correct and interesting content can elevate your brand above the competition. This can be achieved by determining your target market and tailoring content towards them.

    Search Engine Optimisation

    Search Engine Optimisation (SEO) is about making it easy for search engines, such as Google, to find your website. Basically, it uses techniques that help search engines to find the information you publish on your web site, then rank it against similar websites. By making your web content more relevant to your customer’s needs than other websites, your business will have a better chance of appearing at the top of the search.

    Visitor Experience

    Make sure you web site is user friendly. Web themes are constantly improving and if your site is ageing then it is likely that there are improvements that can be made. A great way to experience what your clients will see is to use your site through their eyes. Ask friends and family to navigate through each page and use their feedback as a way to improve and evolve.

    Celebrate your Successes

    Potential clients want to see your past experience and results. You’ve probably seen the phrase ‘our results speak for themselves’ on websites before- this is because testimonials work. Having up-to-date testimonials from previous or long-term clients spruiking your successes, this can instil confidence and be a unique selling point for your business. Customer satisfaction is a vital part of selling your brand and it should be celebrated.

    Visual Appeal

    Your site is a reflection of your business and it needs to be appealing. Your site should be easy to navigate on both a computer and a mobile device and contain quality images that reflect your brand. Your site should also be structured in an appealing way. Remember, a picture is worth 1000 words, there is no need to overload with text.

    By incorporating these basics, your online business presence will be headed in the right direction. If you’re after a more in-depth audit of your digital offering, Captive Communications can help


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