You can better tailor your website content once you have an understanding of the types of customers you’re attracting to your business.

Is your business website working for your organisation, and is it accurately and adequately promoting your products and services? Websites that are badly designed exhibit low conversions, high bounce rates, low time on site and low pages per visit.

And your business’s online presence might very well be the first and last chance you have at making a good impression on a potential customer. Here are some ways to get results, as well as some pitfalls to avoid.

Right: Design for the user

The best websites are a balance of functionality and design. They aim for intuitive navigation and consider exactly where they want to draw the visitor’s attention.

Wrong: Put your own objectives first

Understanding your visitor’s natural next-move is critical to conversion, yet a mistake many businesses make is focusing on want they wish to include on their website, as opposed to getting into the customer’s head and understanding what they want to find out about your business.

Right: Treat your website like an extension of your business card

How contactable are you to visitors? Do you have an About or FAQ page? Always include as much contact information as possible, from your store location and hours of operation to your customer service contact email and phone number.

Wrong: Make it difficult to be contacted

It’s frustrating when a customer tries to find a solution but is met with a message box to leave their query. A detailed FAQ page will always be helpful to both you and the customer by allowing them to solve the question themselves, and also reduce the time you and your team spend answering emails and calls about your availability or returns policy.

Right: Include a call-to-action

A CTA, or a call-to-action, clarifies where the person should click on next so they follow the navigational path that you want them to. An effective CTA might be a button asking them to click in order to: ‘Request Quote’, ‘Place Your Order Now’ or ‘Learn More’.

Wrong: Overload your site with too much information

There’s no point burying your content too far down the page. Keep in mind exactly what your customer is looking for and give them that key piece of information first so they don’t have to go searching.

Right: Have a personality   

Your brand personality should be reflected in the design of your website. This ranges from your images, logos, colours, fonts and website copy. Are you stylish or classic? Premium or budget?

No matter the choice, people buy from you because of what you represent and because you sound like someone who cares.

Wrong: Fail to research your customers

You can better tailor your website content once you have an understanding of the types of customers you’re attracting to your business. For insights look at the keywords they’ve used to find you, what your most popular page is and whether they’re finding you on a mobile device or desktop.


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