Your website is more than a digital brochure, it’s one of the first contact points with your customers.
Whether a potential customer hears about your business by word of mouth, social media, a Google search or advertising, the first thing most people are going to do is check out your website to see what you are all about. With digital advertising campaigns it’s even more important to make sure you have consistent messaging to ensure your product, service and brand are clearly communicated to the customer when they arrive at your website.
Here are a few tips to make sure you are getting the most out of your website:
When someone visits your website, are they able to clearly see who you are and what you do? Can they differentiate you from you competitors? Your website should quickly and effectively communicate your brand message. Make sure to keep the brand message consistent across all platforms. If someone navigates from your Facebook business page to your website it shouldn’t feel like they’re two separate entities.
What are the goals for your website? Are you selling a product or service, promoting app downloads, or educating the public? Having clear goals and objectives for your website will help you make important decisions on how the content and navigation are structured.
Consistent User Experience
Customers should be able to easily find what they are looking for. If your customers are getting lost in navigation and can’t easily find what they are searching for or how to get in touch with you then you are likely losing out on potential sales.
The conversion funnel is simply a way of visualising the journey a customer takes from first hearing about your product or service and committing to the desired action you would like them to take. This could be a sale or signing up to an email list to receive more information, one action taken equals one conversion. Think about all the contact points you have with potential customers throughout their decision-making process, and how you could better influence their final decision.
Keep an eye on how people are getting to your site, how long they are staying, what they’re interested in and where you are losing their interest. Make adjustments to your content or page structure to improve these results. Remarketing lists are also great tools, as they are anonymous records of visitors to your site, and allow you to use that data to target campaigns back to visitors several times over.