3 Ways to Increase Website Effectiveness with Content
Over the past few weeks we have covered several expectations businesses have for their websites. A solid online presence has the potential to strengthen a brand, generate leads, and increase sales. One vastly underrated way to achieve all of these and build a truly effective website is through high quality, accurate and organized content. If your website isn’t meeting your expectations, it’s time to turn a critical eye to three key aspects of your web content:
The content of your site is the web equivalent to what you would share with a consumer during a sales call or if they were to visit your store. What do your consumers want to hear and in what tone do they want to hear it? What do they need to know about your company (history, mission, recent news, location, hours, etc.) and the product and/or service you offer? What features/benefits can you share to increase the likeliness that your visitors will make a purchase? What objections and concerns can you overcome right on the website that will move them along in the purchase process?
There are few things more frustrating than not being able to find what you are looking for in a timely manner. In fact, this frustration will likely cause your visitors to simply leave your site. Organizing your website in a predictable way is crucial! The solution is straight-forward: group similar pieces of information/products together.
If you aren’t sure how to organize the information, ask! Set up a focus group or ask people that aren’t familiar with the site to find a specific piece of information on your site and gauge how well they do. Are they able to find it easily? Where did they look for the information first? Did the majority of people first look for the information in a different section of your site? Did they think any information was missing?
And of course, to make it easy for people to find the various pages of the site, ask yourself -- what are the most effective titles to use in the navigation?
Have things changed for your company since your website was last updated? Do you have the correct location and contact information? Is your portfolio up-to-date? Have you hired any more key employees that should be highlighted on the site? Did you expand your services or develop a new line of products? Should anything be removed from the site that no longer depicts your company? False information reduces trust in your brand, while missing information reduces sales potential. A thorough, fresh and timely website will always perform best.
Have you looked at your website’s content lately? How might a refresh help you meet your web goals?