All websites are not created equal. A business’ website is meant to build brand awareness, reach new customers, collect useful information about current customers, and ultimately drive sales. However, not all websites accomplish these goals with the same efficiency, and many don’t accomplish these goals at all. The devil is in the details, and when it comes to websites, every aspect of your design is an opportunity to either move closer to or farther from your business’ goals. Luckily there are some common links among the highest performing websites, which can guide you in designing your own. Here are some key factors that separate the great from the good:
1. Good websites are built out of perceived necessity – Great websites are built with real purpose.
Often times, business owners rush the process of creating their website simply because they know they need one in order to appear legitimate. When you lay out the specific goals and purposes of your website, you can build it to serve those goals and purposes‒ a much easier approach than trying to apply them after the fact. Think about and list the reasons why you want a website and the things you want it to do; you may be interested in generating leads, communicating with customers, showcasing your products/services, making direct sales, etc. Once you have a clear idea of your website’s purpose, you can build it to include the necessary elements (contact forms, calls to action, etc.) and exclude anything that does not serve that purpose.
2. Good websites look nice on your browser/device – Great websites look nice everywhere.
Accessibility is a crucial factor for running a successful business website. Most Google searches for local businesses now occur on mobile devices. Consumers will be viewing your website from a wide variety of devices, screen sizes, and web browsers. If your design isn’t cross-compatible, you’ll lose business to your competitors, who are always just a click away for your prospective customers.
3. Good websites provide information – Great websites provide value.
The content of your website is what hooks your customers. From your photos and graphics, to your product descriptions, to your blog posts and educational material, your content needs to provide real value for it to effectively accomplish anything. One strategy that we suggest all businesses use on their website is including a lead magnet. This term refers to something of value (an ebook, guide, educational whitepaper, phone consultation, report/analysis, etc.) that you offer prospects for free in exchange for their contact information. Your website could be generating leads around the clock for you, but only if you provide something of actual value. Most people won’t want to sign up for your newsletter unless they know the information in it will be truly useful to them. Keep that in mind when you design your call to action; be as descriptive as possible in letting prospects know what they’ll be getting out of your lead magnet.
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