At Konect Digital Agency we are a passionate group of digital professionals . We have compiled a list of 9 simple website features you must consider before developing your company website. These features aim to help companies increase conversion and hopefully turn your website visitors into loyal customers.
Websites should always be designed with your customer in mind. Many websites are developed with a plan of moving printed content into web format. The inherent risk of this is you have not considered how people will interact with the information online. A website can host a variety of content including video, imagery, product brochures, product comparisons, surveys, etc.
Commonly made mistakes include non standard navigation placement, generic labels, too many items within the navigation, confusing navigation order, and hidden contact information. Poorly structured websites will negatively represent the brand, service offerings, sales and enquiries.
We have noticed that there are many sites which do not clearly communicate their unique market positioning or services. We say that upon first glance, if you cannot identify what the company offers then you have gone down the wrong website strategy.
Websites should ensure that the right information can be seen within a few clicks otherwise the visitor will close the window and move onto the next company website which provides the right information. By clearly communicating your offerings users gain a deep understanding of the business, this will provide pathways to enquiry about specific services or products, therefore increasing quality of enquiries and conversions.
Many sites do not provide clear pathways to contact the business. There are a number of reasons why this is the case; limited resources, complaints, qualifying leads, inability to cope with new business, or simply not aware. In all cases; if you value customer service you should always make it easy for your customers to contact you.
Making it difficult for a user to contact you can negatively impact your business, causing customer frustration, an astounding 71% of consumers have ended their relationship with a company due to poor customer service and being unable to contact the business. (resource: https://blog.kissmetrics.com/retaining-customers/).
If your business objectives are to build awareness around your brand, product and services, then social media can server as a great tool. It will help promote your business and has a positive impact on how you rank on search engines. By building quality content on social media channels like Facebook, twitter, Google+, LinkedIn, Pinterest and others, you can build up a following of people that interact with and share your content.
Adding a subscription area on your site will help you build a list of potential future customers. You’ll have full access to the database created and the people subscribing to the feed are people who are interested in what you have to offer. They have given you authority to communicate with them via email. Every user will have an email address and not always an active social media account which means you are more likely to get in contact with them. Many people will read an email from a trusted source, It is also low cost and you can use cost effective email marketing solutions like mailchimp to manage subscribers, send emails, and track results.
When you effectively represent your business, this can help build trust in your brand, service offerings and help with conversion. There are a number of ways you can achieve this. You can start with an up to date professional design and include elements like; a list of other companies you work with, accreditations, customer testimonials, team members list, case studies, social media links and meaningful content.
Calls to Action or C2A strategy is a very important element to any site. When used correctly it will help guide users to your main service or product offering and can help with conversion. C2A buttons or links can include ‘buy now’, ‘enquire now’, ‘add to cart’ buttons or buttons which link to promotions. You will often see 3 main C2A panels which represent key products and services. This is also a way of exposing the user to more information without having to crawl through the entire navigation of you site. You can also measure the effectiveness of this by running an A/B split test.
The main reason to use SSL is to encrypt sensitive information on your website. It will ensure that the intended recipient is the only one who can read the information. Computers can intercept the information before it hits the server and can see personal information like credit card numbers, usernames and passwords if it is not encrypted with an SSL certificate. Security is also a top priority for search engines like Google who see this as a way of making the internet safer. Google also mentions that having a secure site is part of its ranking signals.
There are thousands of internet ready devices and a modern website should support this. Devices accessing the internet include desktop computers, tablets, smart phones and more recently wearable devices like smart watches. A responsive website allows the user to access your website’s information on different screen sizes. This is important as many users will visit you site on multiple devices and you do not want to give them a poor user experience causing them to leave the site in search of the next one. This will also help improve search rankings (as of April 21st 2015 Google see this as a ranking signal) and scalability as new devices come into the market.
If you consider these features you will be well on your way to creating a great brand experience!
Feel free to contact us for your full service digital agency.