Is There a Formula For a Successful Business Website?
You might have a vision of what you want your new website to look like and how you want it to function. Often, even when there is a clear vision, a lack of understanding of the building process could make communication between the client and the project manager tricky. But that’s ok. It’s on us to guide you through the building process.
Below, we look at the ways a reliable digital partner can help you create a successful business website.
Identify your website's core functions.
Think of a jigsaw puzzle. From afar it seems like one full image. When closely looked at, a collection of small and interesting details become apparent. Your website vision is the same – it’s the big picture. In order for us to arrive at your vision we need to explore your ideas. We do this by asking you a few questions, such as:
- What is the purpose of having your website built? Are there any business objectives or needs you need it to fulfill?
- What sets your organisation apart from your competitors?
- What problems and/or needs do your customers have that your business solves?
- Describe the type of customers are you hoping to attract.
- How would you describe your business? Do you have an existing slogan or tagline?
- If you were using a search engine, what key words or phrases would you use to find your website?
The questions may seem simple but these crucial factors are often overlooked. For us to piece together your big picture we first need to deconstruct it. Sometimes, clients’ requirements change just by giving themselves time to think about these questions.
Enable your website to support your marketing strategy.
When thinking about what functions your website will have, consider your marketing activities. For example, if you tend to have seasonal offers, might it be a good idea to have a dedicated space on your homepage to advertise these offers? Or if you are looking to build a database of prospective customers, how and where would you present the subscription form?
Your website must support and complement your overall marketing strategy because it is the home of all your digital business activities – eCommerce, blog, social media links, email newsletters, event registration, analytics, etc.
Invest on your copy.
You will have come across the term SEO – Search Engine Optimisation, which is an activity employed to help websites become more visible or accessible to a targeted market through ‘organic’ results as opposed to paid results such as advertisements. To optimize your visibility in search engine rankings within the likes of Google and Bing, you have to – again – know your key words. What is it exactly that your business offers?
But it doesn’t stop there. Key words can only do so much in bringing visitors to your website. Once they’ve entered your website you’ll need something to keep them in. That something is good copy. Because keeping visitors in your website and giving them the impetus to come back, is what could convert them from merely being guests into becoming your customers.
A professional copywriter can help you come up with an effective tagline (if you don’t have one already) and help you deliver the right messages in the form of blog posts, email newsletters, product descriptions, how-to guides, landing pages, digital campaigns, the list goes on.
Produce fresh and original images.
An eye-tracking study on how photos are viewed as web content show that online users tend to ‘completely ignore’ decorative types of photos while images considered as relevant content – such as photos of products and real people – are ‘scrutinised’.
This means that you can set your website apart from your competitors by producing fresh and original images. With stock photography accessible to every Tom, Dick and Harry, it would be clever to invest in high-definition photos that are unique to your business. Your images also need to make sense to your brand and your proposition.
When in doubt, let these two questions be your guide:
- Does this photo add value to my brand?
- Does this photo have emotional appeal and will the customer relate to it?
Make your website easy on the eyes.
Another word to keep in mind: streamline. If you look around the web, you will notice that the best websites have very simple designs with a cohesive colour palette. By removing clutter and making the design minimal you are giving your viewers’ eyes breathing space, allowing them to focus on information that is vital to your business.
2019 will probably be about animations, bling, banners, adventurous colours, bold typefaces, candid photography, and funky illustrations! Designers will likely push 'brutal design' further, and we'll be back to year 2000 before we know it.
Learn more about how we can create a better website for your business. Contact us here.