Over the years we’ve learnt a thing or two about website design and development, including how to make your website more attractive to your audience. If you’ve been working hard to drive traffic to your site through social media campaigns, paid advertising and search engine optimisation (SEO), the last thing you want is for them to take one look at your site and bounce back off again!
So, how can you stop this from happening and increase the effectiveness of your website? Here’s a few simple steps that could help you on the road to a more effective website:
If you’re a retailer selling celebration cakes online then use a message that makes this clear, e.g. ‘Are you looking for a showstopping wedding cake to wow your guests?’ Don’t leave people guessing what your website is about.
Try not to overwhelm your prospective customers with technical jargon in the first instance. They’re interested in the benefits to them of the products or services you offer, not the technical terms or processes involved in their delivery.
Provide just enough information to leave prospective customers wanting to find out more. Your website’s primary purpose is to stimulate people to get in touch, request a quotation or make an order - make that as easy as possible without the need to trawl through lengthy pages of copy.
The call to action on your website should be clear and easy to do. By giving people a choice of how they can make contact, whether that’s live chat, on the telephone or through an enquiry form - it’ll fit with their schedule and encourage them to get in touch.
If you’ve got grainy or pixelated photos on your website, they’re going to be more than a little off-putting to potential customers. Make sure you invest in your imagery so that your website is truly reflective of your brand. Hire a photographer or find someone in the team who’s passionate about photography in their spare time and get snapping!
Give yourself the right amount of time and resource to make these points happen on your own website and you’ll soon see more orders and enquiries coming in through your website.
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