Due to the impact of COVID19 today, more than ever it is so important for businesses across the globe to consider their online presence and effectiveness. To help you on this journey and give you a few pointers, we have summarised ten points for you to consider with regards to your online presence.
But how could you adapt to these challenges?
Updated, Modern Design
The Internet is always changing. There are constantly new website standards to meet and security measures to update. Websites, just like businesses, need to be flexible and forever evolving.
Your website is your biggest business asset and your best employee. It runs 24 hours a day, 7 days a week, 365 days of the year — even when you’re sleeping. If your website isn’t benefiting your business, it will badly reflect on your brand and business.
The average user spends less than 15 seconds on a website. A high bounce rate indicates a poorly constructed website. What you are putting out there will have 15 seconds to engage. Make it count.
One of the many aspects to consider is typography - too small or to large and hard-to-read text is not only distracting functionality but is also against basic principles of accessibility.
Clashing colours, or poorly executed web elements are a distraction for your users. Outdated websites quickly lose credibility with their audience and miss out on evolving website technology, user friendliness and leads to a luck of trust in your users, get those right and you will build powerful platforms to retain your traffic.
Important Business Information
Put your phone number, email address, physical address, business hours, etc., in a very obvious spot, whether in the header, footer, or on a contact page in the main navigation. It generates trust. If your website visitors want to reach out, call you, place an order, or request more information, it’s critical they can find updated contact information. Be easily reachable! Don’t make it hard for them by sending them on a wild-goose chase.
Did you know that more than 60 percent of internet users access online content through mobile devices? What does that mean for you? Your website has to not only be accessible on mobile devices, but also respond the mobile technology. If your website isn’t mobile friendly and your competitor’s is, they will show up in search results before you do. If your audience can’t easily find and read your content, you and your business will remain unknown and therefore irrelevant.
You will know, that content is king. Ultimately, that’s true. It’s important for websites to have relevant and helpful content. If you’re writing things just for the sake of writing them, without a clear purpose, your audience will start to tune you out. Once you reached them, keep them engaged otherwise your investment in reaching them was in vain. Besides having clear, helpful content, you should also pay attention to how your content is organized and displayed. Make good use of headings, lists, and visuals. They help break up your content so it’s easier for your visitors to digest and skim. Which brings us onto copywriting. Writing effective ie. sales focused but engaging copy is a very specific area of marketing.
This one may sound a little intimidating, considering it has to do with SEO, but it’s simple and packs a lot of power. Internal linking is when you connect one page of your website to another page of your website.
Internal links help to improve user experience. How does your content flow? Show your visitors that there is more relevant information about the content they’re already reading (and obviously interested in). Internal links can also keep your visitors browsing on your website longer, which keeps your bounce rate low (another plus for SEO).
Some people do this with a “Related Posts” section, or by simply linking a part of their content to another beneficial post within their website. So now that you think you have nailed this let us tell you… external links and backings are at least equally as important…
It’s 2020 and there’s no reason for most websites not to have social media icons. Social media is a fantastic way for your customers to get more insight about you and stay current with your business. It’s a way for them to connect with you on different platforms and for you to put some personality behind your brand.
Having social-sharing buttons is also critical if you are posting content. If you have a portfolio or if you are consistently updating your blog, the whole point is to get people to see that content, right? How do you get more people to see that content? By giving your readers an easy way to share the information on their social media platforms. It puts your work in front of a whole new audience.
You need to do more than just toss in buttons that link to your social media pages, however. You have to actively stay consistent and updated on those platforms as well. If a consumer looked on your Facebook page and saw your last update was three years ago, they might think that your business is either no longer relevant or that you don’t care about communicating with your audience. Keep up to date!
Visual Elements help move a user’s eye down the page, and also break up text-heavy content. Visual information, such as graphics, are processed 60,000 times quicker than written information. They could be the deciding factor on a user leaving your website or sticking around.
Within the first few seconds, do you want a visitor to be compelled and drawn in by your website or to take a quick glance and run away?
High-quality images are a must for websites. Pixelated visuals are hard on the eyes and don’t complement any design. Also, use images consistent with your brand and content. Just because a visual is processed more quickly, doesn’t mean it will make up for the confusion it causes if it’s irrelevant. Your graphics should drive home your message… not end up producing more questions.
Maintaining a clear and focused brand is one of the most powerful aspects of not only your website, but your business. Staying visually consistent is one of the best ways to come across as trustworthy and professional to your audience.
Your branding should have a consistent theme that integrates colours, font, and visual components. Utilise this theme across your website, social media accounts, and marketing assets (business cards, etc.) You want your business to be remembered and recognised when people see it, and cohesive branding can play a huge role.
Make the most important pages of your website accessible but don’t overload the menu. Too much information for the user tends to confuse them.
Some people break up their information into two separate navigation bars. This can work very well if it’s done strategically and if there are significant purposes behind each.
Clear Calls to Action
The whole point of your website is to get your visitors to do something. What you want them to do is totally up to you. It could be contact you, purchase a service or product, sign up for your newsletter, share posts on social media, etc.
Each website and business has different goals, but it’s important to be clear on your goals so your calls to action can be strategised to create conversions.
Website visitors don’t like to be confused when they are on a website…it’s bad for their user experience. You never want your users to be unsure of what to do and leave your site. Your calls to action should be clear, catchy, and sprinkled throughout your website. What are your ‘Calls to Action’?