“A website is part of a greater marketing ecosystem, but ultimately it’s where you want people to end up,” says Joel McInnes and Marko Njavro, co-founders of FlexCareers, an online platform connecting career women with employers offering flexible roles.
“It’s your brand, your information and your service that people are investing in,” says McInness and Njavro. Your website is your chance to show what your business is all about.
Now this entrepreneurial duo shares their tips for creating websites that convert.
1. What level of engagement is suitable?
While both your website and social media accounts are synergistic, their audiences should be communicated with in two distinct and separate ways.
There are hundreds of websites competing for people’s time and inbox space; just asking people to sign up for emails or to create a profile is sometimes asking too much and there’s no guarantee they will do so.
Those choosing to connect with you on social media want to be in control of the relationship. “Liking” your page allows them to choose the level of the engagement (or intrusion) of your brand with their lives and communications.
2. Excellent website infrastructure
Investing in quality hosting, integrated solutions, website speed, security, web support systems and other online infrastructure delivers a better customer experience and makes your job easier.
3. Web page testing pays off
Take the guesswork out of the equation by employing A/B testing (comparing two versions of a page) if you are deciding between two or more versions of design, or the direction of the interaction.
If both versions are delivered in equal part to your visitors, the users will vote with their clicks and one of the designs will be validated by your visitors.
4. Interesting content drives interest
Ensure you avoid click-bait and provide valuable, original and engaging content. Limit yourself to a maximum of one to two posts per day.
If customers have a positive experience interacting with you, they may take the relationship to “the next level” and perform a conversion action on your website, whether that means creating a profile, or opting-in to receive your product or service communications.
5. Optimise your content
Creating original content by respected authors that delivers real insights and influence in their areas of expertise drives traffic.
Also keep in mind SEO (search engine optimisation) practises and to help optimise Google website rankings.
6. Your web presence should exude character
Don’t be a “faceless platform” or underestimate the customer’s desire to identify with the people behind the project, your motivations and your overall vision.
Customers will respond to a website that has character and it will feel natural to maintain your website as a brand.
7. Map out your user-experience
A flat, responsive and uncluttered design is a must to ensure users are not wasting their time trying to access key functionality on your site and getting frustrated in the process.
Use flowcharts and wireframes to carefully engineer the entire user-experience and journey, ensuring no ambiguity and dead-ends.
8. Install visitor behaviour analytics
Visitor behaviour analytics will give you great insight into how users behave on your site and will highlight any design areas that need improvement.
9. Massive ad campaigns are old-school
Incremental shifts and targeted communications cost less, are less risky, and deliver sustainable results.
10. Don’t try to do everything immediately
Having the ability to pivot and change your offering while you learn from your customers is crucial to success.