For many companies having a website is almost part of the marketing shopping list
- Business cards – make sure, they are well designed and printed on quality stock 400gsm min
- Email address – use a personalised address e.g. firstname.lastname@example.org not email@example.com
- Business social media profiles – make sure correctly set up featuring logo and corporate imagery
- Brochure / leaflet – still relevant for B2B where they provide physical evidence
- Website – www.builtafewyearsagoandneverupdated.co.uk
Many companies are still not fully aware of the potential business development opportunities that a well designed and optimised website can produce. In this article we will consider the scenario of someone visiting your site for the first time. Now a person visiting your site for the first time is actually a very common situation; in looking at website analytics approximately 90% of visitors to to the site were viewed as first time visitors.
Assuming the first time visitor lands on the homepage
1: In many cases a visitor is simply looking for a telephone number or contact details.
- Telephone numbers should therefore be displayed at the top of every page. There shouldn’t be a need to go searching through the site to find contact details.
- The telephone numbers should be clickable, so that its easy to call from a mobile device
- Now in some cases companies (especially the large ones e.g. Amazon, Sony) can get away without following this approach- they don’t want you calling them. Are you in this enviable position, or would prospective customers calling you be useful !!!
- Action – How easy is it for customers to call you, take the challenge and call yourself
2: Will they be able to easily get to the product / service that they are looking for?
- Clear and simple site navigation is vital and should incorporate a variety of text and image based menus.
- Is there a simple and clear menu structure. We were recently asked to work on a site that had two horizontal menus with each menu tab opening and uber menu ( a menu with a further 10 category and sub category options). It was virtually impossible to easily locate what you might have been looking for; combine this with the fact that there was NO search facility within the site. In looking at the site analysis we saw there were over 250 pages that had never been accessed
3: Will they confident or happy to leave their contact details.
- Does your website look professional
- Can I easily see that you are a legitimate business ( address , local telephone number, etc)
- Is the site secure HTTPS, are there privacy and cookie policies in place
- Is there a contact form on the site
- Is it clear what fields have to be completed
- Can I submit with name and email or do I have to complete multiple different information fields
- Are GDPR elements clearly displayed
- Does the form feature a capcha
- Lets imagine say you were a manufacturing company and you had a website. Wouldn’t it be great if someone who was interested in your services and was on your site, and of their own free will gave you their details (e.g. Name / email / phone) in exchange for a Free report on a related / relevant manufacturing issue, etc. So now as the manufacturer you have contact details of someone who is interested in the information and you have the chance to be proactive to them. Now you can send them more formation perhaps a related Top Tips document related to the first report. Now you have changed the relationship from being passive to proactive
Assuming the first time visitor lands on a specific content page
It is very difficult tp approximate as every site performs differently but typically less than 50% of your web traffic lands on your homepage. That means that they land on other product / service / information pages, which leads to a number of issues.
4: Will they actually see the information they want on the page.
When we are talking to a new client we always conduct analysis of how their existing web site is performing. This involves looking at the existing page layout and structure. One of the most common observations when we complete this is that the really good, authoritative messages and content are at the bottom of the page and hidden below a world of “durge” content. Thus the good content that differentiates them and might encourage customer action is never seen . Analytics tools allow us to identify how long people spent on the page and the action the page caused them to take.
Quite often a simple improvements can be existing page content to significantly improve its conversion.
5. Can I Take Action As A Result Of This Page
So I have landed on a specific page, is all the information that I need on this page, technical content , imagery , charts , testimonials , videos and importantly something to stimulate a call to action. What is the offer that you are going to place on the button – is Click Here For Contact Information really going to cut the mustard?
6. Does the imagery on the page encourage action
What impression do they get from the images and graphics within the site. We know that people typically scan read words on the web and are attracted to images / call to action buttons. So what do the visual images / photographs you have on your site say about you.
Is your site full of cliche stockshots
- chess pieces for planning
- compass for direction
- lathe cutting swarf for manufacturing
- attractive lady with telephone headset for contact us
- person stood on top of mountain for vision
Do the self shot images of your staff and building really make you stand out (in a positive way)
Both the above can significantly affect the emotion in which a visitor views your site and the impression they make about your company before they have even spoken to you