The layout and design of your website absolutely plays a big part in what makes it a success or a failure. However, there is much more to it than that alone. In the online world that we live in today, your website is often the first thing a potential customer will see of your business. It must stand in for a storefront, and impress visitors immediately. There are several must-haves for a standout website, and it’s important that your business website covers all the bases. Below you’ll find the four reasons why a successful website is more than just the design.
- It Has To Do It All
Your website should be a one-stop shop for your potential consumers. In this one location they should find out everything they need to know about your business, the products and services that you offer, your location and contact information, and should be able to easily find links to your blog and social media sites. If the only thing you have to offer is a pretty site that lacks the info consumers need, the odds of them following through and making a purchase somewhere down the line are incredibly slim. Design is nice, but content is what really matters.
- It Has To Be User Friendly
A flashy website that is sure to impress is great – but if visitors can’t easily find the information that they’re searching for, they will be quick to leave. Your website should provide a clear path for users no matter what they are looking for. Easy links to your vital information are a must. A consistent layout from page to page is essential. Be careful to avoid too many links on your homepage. This can cause visitors to feel overwhelmed and confused about where they should go. Although it’s important to include as much information as possible, it must be organized in an easy to navigate way. Simplicity is key.
- It Has To Be Optimized
If you aren’t taking the time to properly optimize your website with current search engine optimization (SEO) best practices, you are wasting a lot of time and effort on a website that won’t reach it’s full potential. SEO is simply the best way to get your website discovered by potential new customers. By taking advantage of SEO, your website will begin to climb to the top of the search engine results pages. Include your target keywords wherever possible throughout your site: in your page titles, interspersed through your content, in the alt and Meta tags, in URLs – basically wherever possible. However, take care not to go overboard. Too many keywords where it doesn’t make sense can result in keyword stuffing, which is heavily looked down on by Google.
- It Has To Convert Visitors Into Leads
Throughout your website it’s important that you include numerous calls-to-action (CTAs). These CTAs will encourage visitors to continue interacting with your business, and will hopefully convert them into a qualified lead in the future. CTAs should lead viewers to a carefully crafted landing page that will feature a content offer that is of interest to your target buyers. These content offers can be in the form of informative whitepapers, eBooks, videos – basically anything you believe your target buyers would find value in. In order to receive this content, they must fill out a capture form with their contact information. From this point, your sales team can follow up as they deem appropriate.
As you can see, today’s website must be a hard-working, well-oiled machine. Take the time to do a careful inventory of your site to ensure that it is doing all that it should. The value an exceptional website can give to your company is priceless. To read more on this topic, download our free eBook titled "10 Steps to Turn Your Website Into a Lead Generating Machine".