“Websites are a double-edged sword. When done right they’re an essential marketing tool that allows you to convey trust and communicate your brand message for massive results. On the other hand, if you get it wrong it’ll have major effects on your overall marketing plan,” says on-demand laundry startup LaundryRun founder David Portaro.
A website is like an online business card, listing information about your team, your business and the services you offer, and Portaro says his website is central to his service: “Without it we simply would not exist, as it’s usually the first or second interaction a new customer has with LaundryRun.”
Here’s how to give your website visitors more confidence to invest in your services and offerings, according to Portaro:
Design and details always matter
Research has shown that good website design is often the key to snapping up online customers, so your SME must get it right.
A website allows you to constantly communicate with and provide a service to customers through its design and content, says Portaro.
“Visual appeal and usability matter, regardless of what industry you’re in. How your site looks instantly determines if a user stays or leaves regardless of the content,” he says.
Custom images (no stock photos), carefully selected font types and on-trend colour schemes are a must. And it’s also important to make sure everything is aligned correctly.
Think like your customers
“You always need to be thinking like a user by keeping in mind two things: the why and the what,” says Portaro.
The ‘why’ questions the reasons behind a user coming to your site, and the ‘what’ questions the solution the user is looking to achieve.
Make sure your website is responsive
With more people viewing your content on either a tablet or smartphone, not having the site layout designed specifically to suit these smaller screen sizes is a massive red flag for users and for search engines, says Portaro.
“By ‘designed specifically’ we don’t mean make the whole desktop site shrink to the point where the user has to zoom in to view. We mean you need to include features such as larger fonts and images, an easy to use menu and accurate, focused text.
“Start by designing for mobile first and then scaling up for desktop. This ensures you cut out all the ‘fluff’, keeping your messaging direct and simple.”
Keep them hooked
“Regardless of the type of content you use – blog, video, infographics etc – the key component that will make it engaging is that it provides real value to the audience,” says Portaro.
Your content should inform and educate, give your audience a competitive advantage and bring joy to your customers’ day. Apart from that, simply be authentic in everything you do.