Websites fulfill a very different function today than they did when they first started to be used by businesses. It is no longer enough to just dump your sales brochure online and call it a website. There are different purposes behind each website you visit but if you are small business owner you need to create an online presentation of your business that will make your clients trust your business.
Further than increased trust a successful website should do much more. Therefore, what makes a website successful? Your website should be able to:
– Inform your clients about your business and your products or services in a way that gives them answers to all their potential questions.
– As a result of the above, it will save your valuable time of having to answer basic questions about your business or even by doing the sales for you.
– Increase trust that your clients have towards your business by allowing you to share your business’ character, mission or vision and by the whole website presentation.
– Increase your business or brand connection to the client. This is part of branding, brand awareness and brand engagement, all of those strengthens the connection that a client has to your brand.
All of the above will result in more of the desired outcome you wish to achieve. Consequently, creating a strategically successful website is critical in today’s economy where almost everyone has access to internet and a big amount of sales is made online.
For most small businesses, all their marketing is done online, and the website is the anchor that ties it all together. A website is a sales tool and it needs to be built with sales in mind.
Build a successful website by taking the below 6 essentials into consideration:
- Your website needs to be engaging and quick to load.
Your website should be engaging, attractive to the eye and give the visitor the best impression of your business. You don’t want to lose a potential client because your website was too slow to load or difficult to navigate. Contemporary websites are inviting, clean and simple evidencing quality development and design. Choose a web hosting service that can handle large amounts of traffic and peak times with no interruptions to ensure the best possible user experience.
- Your website should be easy to navigate and simple to read.
When your visitors visit your website, can they find what they need in two clicks or less? Is your menu simple and straightforward or is it confusing? Web users today expect a pleasant, simple and efficient navigational experience. If your menu features and navigation are difficult and confusing, you’re losing valuable potential customers.
- Your website should have high quality content.
Having good written content on your website is one of the most important things you can do to promote your business. Have you ever visited a website and begun to read the content only to find confusingly worded articles riddled with punctuation, spelling and grammatical errors and inaccurate information? Chances are it did not inspire you to stay long or buy their products. You have the opportunity, through your content, to inform visitors about your products and services and build the case for why your product or service is better than your competitor’s. Your content is your opportunity to covert interested visitors to followers and customers by promoting your business and making a strong call to action.
- Your website should be SEO optimized so visitors can find it organically.
SEO is free and extremely important so if you don’t know much about it, I strongly advise you to invest some time learning about it in order to be able to apply SEO strategies into your website. SEO is key for good organic rankings in the search engines. It’s not the only way you can bring traffic to your website but since it’s free and it’s a long term strategy, it’s worth putting the effort into it. Read this to learn what SEO is all about.
- Your website must be responsive for mobile devices.
Mobile devices like smartphones and tablets are being used as the primary Internet viewing device for 93% of the viewing public. With people spending more and more time on their mobile devices, it is vital that your website is mobile-friendly. According to Google, nearly 75% of web users prefer a mobile-friendly site. If your website is not responsive for mobile devices, then you are likely missing out on a large target market for your products and services.
- Your website should be connected to an analytics provider for you to get to know who your visitors are and how effective your website is.
Website analytics are a great way to evaluate the effectiveness of your website. You can install the Google Analytics toolset for free, which will provide you with the basics you need to evaluate your website’s performance.
Within analytics, these are the main website success metrics you’ll want to concern yourself with:
- Users vs. New Users: You can see the numbers of unique individuals who visited your website and for how many of those are new. New users are users who never visited your website before.
- Sessions: A session comprises all the interactions a user has had in your website within a period of 30 minutes. The more sessions your website receives, the more popular it is. No sessions=no traffic=no sales.
- Bounce Rate: It is the percentage of people who landed on a page of your website and then closed the window without having any other interaction with your website. It is measured from 0-100% and a high bounce rate typically indicates that your website doesn’t interest the user that much because that percentage of users just leave without browsing any more. It is an indication that either you attract non targeted traffic or that your website should be improved.
- Average Session Duration: The longer someone stays on your website, the more valuable they likely find it and the more likely they are to contact you or make a decision.
- Organic Search Acquisition: This metric measures how many visits your website received from the search engines. This is what SEO aims to influence. Low organic search acquisition means people aren’t finding you effectively on Google, Yahoo, and Bing. Increase of traffic through organic search means that your website is ranking well on the search engines.
Having a website that is engaging, functions well, adapts to change and allows for an outstanding experience on a wide variety of devices is the best possible way for you to position your website and business for long term success!