Your website can either welcome people in or scare them away!
The Stanford Persuasive Technology Lab asked consumers how they determine a brand's credibility when navigating through their website. Amazingly 46% of people said that design was their number one criteria. With the abundance of information out there and numerous options to choose from, people are not reading, they are scanning.
So to get ahead of the pack and throw around a few metaphorical elbows, consider these 5 simple tips to stop your potential customers from clicking through to your competitors.
1. Revisit your branding fundamentals
Often in the early stages of starting a business, the branding fundamentals are overlooked, which is understandable when there is not much money on the table. However, to tackle any transition into the digital world you need a solid brand look and feel to separate yourself from your competitors and highlight your brand personality and value.
Most businesses think their foundations are strong because they have a logo, a couple of colours and a font. Unfortunately this can only get you so far in an ever-changing world; it's hard yakka just trying to keep up.
Every brand has different needs, but a good place to start developing your look and feel further is through the introduction of graphics and/or photography. Create a suite of icons to accompany your key messages and services.
If you really want to make a splash, invest in a photo shoot. This could be of your people, products or services. Try to keep the shots real, human and unique otherwise you are just recreating stock photos you could have bought for $90 a pop.
2. Visual content is king
We have all heard the phrase 'a picture is worth a thousand words'. While this is certainly a cliche, there is a lot of truth to it.
Jerome Bruner, New York University's educational psychologist, explains that people remember 10% of what they hear, 30% of what they read and nearly 80% of what they see and do.
Introducing quality imagery to your website will not only make it look nice, but can contribute to the overall perception of your brand. The image and personality of your brand is in your hands.
3. Simplify the customer journey
3M Corporation and Zabisco both cite studies showing that 90% of information transmitted to the brain is visual and that visuals are processed 60,000 times faster than plain text alone.
Your website may be the first place your audience interacts with your brand, so don't bombard them with jargon, when all they really want is a few key facts.
Make sure that across desktop, tablet and mobile your website is easy to navigate and answers the big questions your audience is looking for. If in 10 seconds your audience can't figure out who you are and what you do, then go back to the drawing board. Similarly, if they can't quickly find out how you can help them and why you are best for the job then they will just move onto someone who can communicate their value clearly.
4. Harness the power of a video explainer
Websites with video content are 53 times more likely to be ranked on Google's first page and 41% more likely to get clicked than a text listing.
In the online realm, it is all about engagement. You only have a matter of seconds to get people to like you and trust in what you have to offer.
Video explainers are one of the most powerful forms of communication used today as it can sum up your what, how and why in 90 seconds when done effectively. Covering anything from motion graphics to live action, they can make you appear professional, progressive and memorable within your category.
5. Keep it fresh
Even the smallest refreshes and updates to your online presence are going to keep your customers coming back as well as bring in new ones. People want what is new and fresh, so if your audience sees the same old website time after time, they may just be distracted by the shiny new kids down the road.
If you update your website with new video content and imagery, refresh the layout to account for trends in UI and UX, and make sure to maintain a look and feel that aligns with the evolution of your business, you are sure to stay relevant and keep that web traffic rolling in.
Your website is often the first place your audience will interact with your business, so use it to it's full potential. You want people to stop searching and get in contact. Don't give them a reason to leave!
Keep in mind that the digital world is ever changing and advancing, so don't be afraid to look back at this list in a years times and adjust to best service your potential customers.
