Your website should inform, educate and promote your company’s products and services. Your website should also generate qualified marketing leads for your business. Make sure your digital calling card represents your business well, and has what it takes to tell your story and convert website visitors to prospective customers. Here are five essentials for your website.
Compelling Website Content
Your website content should tell your company story concisely. Tell visitors what you do and how you do it with snackable content. You should also include additional content that answers the typical questions discussed during your sales cycle to inform your potential customers. This may include your pricing model, what problems you solve, how long it takes to deliver product and services, and other information that uniquely positions your company. Customer testimonials are also great content to help support your value proposition and keep the attention of your online visitors.
Integrated Blog and Content Management
Many up-to-date sites use an integrated blog and content management system, such as WordPress. Having an integrated blog is a great way to add educational content and thought leadership articles to your site. Blog articles are easy to share on social media. What’s more, you can use an RSS feed to integrate your blog content in a monthly newsletter. If you don’t have time to blog yourself, consider blog augmentation using syndicated content. There are many sources of content that include articles relevant to your business. Platforms including WordPress make it easy to set up content syndication using an RSS feed. If you do Syndicated content, be sure to properly attribute the articles to avoid any SEO penalties.
If you have dynamite photos and video of your management team, employees, customers and products include them on your website. If your images don’t accurately reflect the quality of your business, turn to stock photography to make up the difference. If you think outside the box you can include pictures of your city skyline, outdoor and action photography, photos of modern business environments and more to support your image and brand.
Mobile search trends indicate more than 60% of visitor volume will come on a mobile browser. There are many trends, including responsive design, where your website will look different on a mobile device, tablet and desktop. This way, each customer experience is optimized. Mobile-responsive designs can also make images easier to download on a mobile device (or remove as needed). You can also make your site easier to read and navigate for important information, including your phone number and directions to your office location(s).
Lead with a Solid Call to Action
As mentioned, your website should also generate leads. Of course, you will need easily accessible contact forms on your website. Don’t bury them two levels down your menu where no one will find them. Include a solid Call to Action (CTA) to entice your visitors to complete the form(s). Examples of a call to action could be a free consultation, price quote, free trial offer, information downloads, onsite assessments, unlock a deal, availability requests, newsletter opt-in, “contact us,” and more. Be specific with what you are willing to offer and try not to ask for too much information. Instead, stick with the basics: name, email, company, and phone number. Consider adding in a specific question to help qualify the lead.
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