Digital Marketing

How to Create a Website that Keeps Viewers Coming Back

Website.jpg

Do you have a website because you feel obligated—but, you really don’t think it’s critical to your success? Likely, you are in need of some serious updates.

Or, maybe you’ve grown your business without a website, and now find yourself believing that you are exempt from needing one? If so, congratulations on your success! But, don’t rest on your laurels for too long because the ways in which people interact with businesses has changed tremendously. No matter the industry, B2C or B2B, what worked before is not likely to work now. We must adapt. Take a look at Digital in 2018 to view statistics on the growth of internet use.

More than 4 billion worldwide internet users are searching the web. As it relates to the building products, design and construction industry, the internet is used daily to:

  • search for a supplier

  • research building products

  • source technical data

  • view project work

  • download specifications

  • access continuing education

  • request a quotation

  • place an order

  • read reviews

  • obtain contact information

  • view warranties

While not having a website leaves your business virtually invisible, having one that is outdated can result in losing customers—or potential business. Architects and designers most likely will opt out of a site that appears to be outdated or lacking in quality and content relevant to their specific needs. Neither of these outcomes is desirable, which means that creating a quality website is the only solution. Additionally, if you currently have a website and it looks as if it was created back in the days of dial-up internet, if it is text heavy or filled with grainy images—it is time to give your website a face lift. Use quality content and keep it fresh, which also helps with  search engine optimization (SEO). Remember, your company website is one of the most valuable assets when it comes to establishing credibility and building customer loyalty.  

What Content Should You Use?

Once you’ve decided that you need a website, the hard work is only beginning. Now, you must decide what content should fill your pages. Who will develop this content? Your website is where potential customers will learn more about your company, and likely the biggest driver guiding their decision to do business.

Think of your website as your virtual storefront. By visiting your website, the user should get a sense of what your business is, your company culture, how you can meet their current needs, and why they should choose you. Your content should answer those questions in a clear and concise manner, especially since users only spend an average of 5.59 seconds looking at a website’s written content.

Here are 6 things to be sure to include on your website

  1. Simple Web Address: This isn’t content-related, but it is very important. Make sure your web address (domain name) makes sense and is easy to remember.

  2. Clear Description of Who You Are: A user visits your website to learn about your business. Don’t make them search. Be clear and concise, making it easy to know who you are and what you do—right away!

  3. Quality Content: Provide informative, well-written content. This includes writing about your services, where you work, customer testimonials, etc. And, make sure to include high quality and appropriately sized images that positively portray your products and services. A project gallery is a must!

  4. Call-to-Action: When viewing websites, users like to be told what to do. Take advantage of your captive audience and include a clear call-to-action. A proper call-to-action may be an invitation to schedule a free consultation, or to book a service. Include links to social media channels and encourage users to follow you on social media. Whatever it is, make it obvious and clear.

  5. Make Contact Us Information Easy to Find: Your website is important as a first point of contact, but eventually, in order to move visitors through your sales pipeline, they must be able to contact you in other ways. Include multiple methods of contact including a phone number, email address, and a form to help qualify prospects. If you have a physical business address, include that as well.

  6. Minimize Clicks: Quality content is key, but equally important is the ease of access. Don’t bury valuable information with titles that are not sufficiently intuitive, or that result in too many clicks to access. Do not make the viewer work too hard to find the information they need. It can cause them to exit your website prematurely because they can’t find what they are looking for, or they become frustrated with the amount of effort it takes.

How to Get Started on Building a Website?

Your website can either attract new customers or scare them away. If it looks unprofessional, unclear, or outdated, viewers may think it reflects the business as well. Think about how people view a website and create visual content that intrigues the viewer to want to learn more. Click here for some interesting tips to make your website more appealing.

As you plan your new website, or your next upgrade, ask yourself how you can create the most value for your customers and prospective buyers. Make sure to incorporate the information, tools and resources that matter to your direct buyer and to those who influence the specification of your products and/or services. Provide them with confidence that you are the right fit for them.

They say you never get a second chance to make a first impression: Your website is often the first impression you leave with your audience. One study found that when visiting a website, users form an opinion within 50 milliseconds. With these things considered, it becomes obvious that it is very important that your website is visually appealing, contains quality content and professional.

Most of us are not web developers, graphic art designers or copywriters, so stay focused on what you do best and hire a professional to create a website that you are proud to display. Choose a marketing professional with industry experience that truly understands your business and who can take charge—managing the process of developing quality content combined with a user-friendly experience to effectively meet the needs of your customers and key influencers.

If you would like some help in ensuring that your website will leave a lasting impression, schedule your FREE 30 Minute Consultation today to learn how we can help.