Top Tips for an effective website
A website can be a significant investment, both in money and time. We often find that prospective clients describe their site as ‘not hitting the spot’ or ‘our website doesn’t reflect us as business’.
1. Research competitors
Give yourself a task to do on your competitor’s website and then see how easy it is to achieve. Is their tone of voice and message consistent across their marketing? Can you easily access information from one place to another? Your prospects are likely to look at multiple sources of information as part of their research.
2. Consider the target audience
With people making on average 22 web searches a day, there are no end of options online. Remember to identify your target audiences’ challenges, frustrations and aspirations. Create a profile of the different types of customers you want to work with. A survey or interview with clients is a good way of getting this information.
3. Set measurable goals
If you are looking to grow your database, be a resource for essential information and increase sales leads, you will need to work out what your definition of a conversion is. Set goals that you will measure the website performance by. This gives you information about what works best and gives you the opportunity to change it, if it doesn’t.
4. Be clear and consistent
Be clear about who you are and what you offer. Focus on the planning side of your site, not what it looks like. It will act as a guide for what you need to write. A lovely looking website that doesn’t reach out to the right audience, won’t be worth the investment.
5. Regularly update your website content
Be realistic about how much time you spend on your website. If you want to be regularly updating it and creating content, you may find working with a partner agency is useful. It is important that content is consistent, relevant, fresh and reflects the business.