Your business website is the first experience most customers will have with your company. This means that, in most cases, your website will make the difference between another sale or another loss. Growing your company requires consistent sales growth and, even more importantly, a loyal customer base who help promote your business by word of mouth.
You may find it crazy to imagine your customers holding all the power in a single tweet or Facebook post, but in today’s culture, social media and the internet are the driving force behind most businesses’ marketing.
Take a look at your site today. Do you have any of these four must-have features? If you do, how effective are they? How could you improve? Let’s start by covering these four principles and learn how to build a successful business website.
Safe and Secure
First and foremost, customers want to feel like their personal information is secure. You have to provide the proper means of identity protection to ensure that all of their transactions on your site are safe.
The first thing you want to cover is cybersecurity. Having active managed detection and response software will guard your site from any potential hackers and ensure that all shared data is kept safe and sound.
Your website should be easy to navigate and seamlessly guide buyers through the sales funnel. Customer UX design is difficult for a novice to understand; after all, your business site is there to advertise your brand, so that’s what should be at the forefront of your layout, right?
Not so much. People know what they want; if they’ve landed on your site, chances are they don’t need to be convinced you have what they’re looking for. If you sell vitamins, for example, none of your site visitors are going to wind up on your page by mistake. They sought out vitamins or nutrition supplements and encountered your company.
Rather than trying to sell your business, use your website as a resource to demonstrate your product’s value and application. Focus on a customer-oriented design that lets visitors find exactly what they’re looking for on their own terms and makes it easy to interact with you directly or make a purchase.
Gone are the days of blogs packed with keywords just for SEO. Today, content is ranked by Google based off its value. You should still follow the latest SEO practices in 2018, but you shouldn’t be writing content just for the sake of hitting some targets.
Instead, ask yourself what you’d want to know as a customer. Tap into your industry at large and write thoughtful, helpful content that provides information and solutions to your customers’ problems. You can even take things a step further and write about subjects in your market that offer unique insights and information to your blog readers without trying to sell them something.
When you publish genuine content, you boost your business’s authenticity. People are far more likely to engage with a business that prioritizes passion over product placement.
Easy Access to Communication
Make sure that your site has an easy way to contact you. Typically, this is at the bottom of every page on your site, but you can also include a “Contact” tab on your navigation menu or even sidebar widgets that allow people to reach out on social media.
The Most Valuable Asset of Any Business Website
Your website should always focus on what matters most: the customer. Advertising is great, but at the end of the day, your success doesn’t lie in your ability to sell; your business’s prosperity rests in the hands of customers who see its value and come back for more.
It’s not always easy demonstrating how valuable your business is without getting super “salesy”. By following the four principles above, you can turn your business website into a resource for your customers that answers questions, provides solutions and guides them clearly and compassionately through the sales funnel. A good business website doesn’t just sell something: It starts a relationship. By: Walter Bodell