So you hired a designer and your website is up and running? Sure, it looks great – but how can you tell if it’s really doing a good job? In fact, do you know exactly what to expect from your website? This is where you need a team of content marketing experts like CI Web Group to enhance your website’s performance, tailoring its content architecture to the needs of your visitors.
Symbolizing Your Brand
The first thing seen by any of your website visitors is your logo. As your primary and most concise image presentation, this is the crucial first impression of your brand. A well-designed logo conveys three things to potential customers and the community around you: it tells people about your products and services; it reflects your business ethics and personal principles; and it ensures a high recall for your brand, like this logo right here. It’s important that your website design is aligned with your logo, using colors, shapes and typefaces that portray your brand and what it stands for.
Establishing a potent brand voice stretches way beyond any logo implications. Your brand is composed of a variety of tangible elements that produce auditory, visual and olfactory brand identities that wind up constructing your brand as a whole with all its overt and covert brand characteristics. For example, your logo, color scheme, tagline, signage, website content, brand stories and even your About Us page all come together to form your sensory identity in the minds of your customers.
Strong visuals are an obvious must. Photographs of your goods and services must be professional, like these on the Power Pro Plumbing website, showcasing everything you offer. Backed by clear descriptions that include Search Engine Optimization (SEO) keywords, this approach will rank your website high among the Internet search results displayed to potential clients.
Irresistible attention-grabbers, interesting videos are crucial, like this video gallery featured on Barron Heating’s website. By the way, did you know that YouTube is the world’s second-largest search engine? A major tool for any inbound marketing strategy, videos allow visitors to consume more content faster. In fact, businesses failing to transition from plain body text and static visuals to dynamic videos may well lag behind their competitors, with an underperforming website.
Converting traffic to prospects
But merely drawing traffic to your website is not enough. How do you plan to convert each visitor from a casual browser into an active user? This is why the online resources that you offer must respond generously to their needs, as shown here at Wolcott Services. Think about what your visitors want to see, learn, find and do on your website. And then define what you want them to see, learn, find and do once they arrive. These are known as key visitor tasks.
Following pre-set paths through your website content and information architecture, these KVTs channel browsers towards the tasks they need to complete in order to fulfil their needs, while also providing you with data that is crucial for potential sales. The goal is to convert a passer-by into a valid lead or even an opportunity for a sale.
This is where you need imaginative writers producing informative content that leaves readers wanting more, while skilled designers position temptingly bright Calls To Action at strategic points.
These CTAs bridge the gap between you and your potential clients, inviting them to Click Here For A Quote”, “Talk To An Expert”, or “Sign Up On Our Newsletter”, like we did on Martin’s Heating & Air. In fact, the more helpful points of contact you can build up with potential clients, the more data you can feed into your marketing database – another driving force behind your sales figures.
An enjoyable trip
Known as the User Experience, this entire UX journey must be memorable and engaging, convincing potential customers that you have the perfect solution, grounded on your expertise. A row of tabs right under each page header with your company name, logo and telephone number – as used here by Tom’s Heat and Air – is the best layout for easy navigation through your website.
Last but not least
A great place to start is an About Us profile like this one at Total Air Systems, spotlighting your company’s track record and the professional experience of its partners, together with specific licenses, community activities and awards. Other tabs offer details of your Products and Services, as well as Careers options and frequently asked questions (FAQ).
So if you’d like our expert advice on designing or updating your website, drawing added traffic and converting visitors into leads and even sales, we’ll be happy to share our trade secrets with you. Contact us at this link, or get some or all of our free tools, training and materials here.