More than ever before all our businesses are going to be assessed and judged on our websites and online activity. Now is the time to ensure that your website is reflecting the quality of your products and services.
Here is our top 10 list of things to consider in order to ensure that your site is instilling brand confidence in potential customers and encourages engagement.
1. Before anything else check you own your website
Historically web developers and design agencies established the online presence of most businesses. While doing this they purchased their client domains for them. This means that it is the agency that owns the domain and therefore controls the website! If you own your URL (Domain name) you will be paying a regular invoice for it, probably every two years or so. If you are not sure then add your domain name into search box at https://www.whois.com/ to find out.
If you find out you don’t own your domain name then we suggest that this is Corona Virus lockdown job No.1 – get your domain name transferred into your ownership.
2. Have a good look at your competitors
Regularly checking your competitors websites is a good habit to get into. Keeping up with and surpassing ‘the Jones’ is what we all need to do.
- What are they saying differently to you?
- How are they using social media?
- Does their imagery communicate their brand better than yours?
- Is there branding stronger?
- Is their site navigation more intuitive?
- Is their written content more concise?
Have a look at the global leaders in your business sector. These blue chip businesses can give insights into how your market sector is changing and communicating with audiences. Even taking note of their website functionality might be useful in developing your site.
3. Case Studies
Get them up-to-date! Now is the time to write about how your products and services have helped your clients or customers. You’ve done the work and showing potential customers positive outcomes is a great way to help instill brand confidence
- What was the problem?
- How did you approach the problem?
- What was your solution?
- What was the outcome for the customer?
4. Product Data Sheets
Are all your data sheets up-to-date?
Have all your new products got a data-sheet?
Are all the web-links to your website taking visitors to the right page?
Again another good way to help reinforce the quality of your business brand. Don’t be frightened of writing the testimonial yourself and asking your client to approve or amend as they would want. If you’ve done a good job they’ll be happy to help and grateful you’ve done most of the thinking and writing for them.
5. Written content and blog.
Getting your website content up-to-date and with a consistent tone of voice throughout is vital to promoting your message, products and services. If this is something you find difficult then copywriters are a fantastic resource for any business. More than ever before we all need to generate regular, good quality and relevant content.
Working with a good copywriter/content writer means that they will spend time understanding your business and products and become proactive in helping suggest and write new content. This great new and regular content needs to be uploaded to your blog and can then be optimised to generate traffic from search phrases and through SEO campaigns and social media.
Remember that if your competitors are posting more regularly than you then Google will see it as them being more engaged and active, particularly if their content is good. Don’t get left behind by Google!
8. Social media channels
Review the social media channels your business is using. The rule of thumb on this is: If your clients or customers are on a particular social media stream then you need to be there too.
Now is the time to set up that YouTube channel or business Linkedin Page. Then, use your social media channels to direct visitors to relevant posts on your blog – its a great way to engage with potential customers online and regular engagement helps them get to know your company and want to work with you in the future.
6. Team page
Are your team all present and correct on your website? Having gaps on your team page not only looks poor from a visitors perspective but can’t do moral much good either. Especially if you are the team member that’s not included!
Make sure all job titles are up-to-date and all contact details correct. If Linkedin pages are included then ask all your team to ensure that their profile pages are up-to-date.
7. Website Imagery
The quality of your website images makes a huge difference in the credibility of your website and brand. Like having an ‘on-board’ writer, having a local photographer to call upon can be just as important and not too costly. If you plan their time carefully in a single shoot, you can get staff shots, product shots and office and location shots done in one go.
Additionally, we are all ‘phone photographers’ these days. So for your blogs and social media feeds ask your team to take shots, especially if they are out visiting customers or work sites. The Coronavirus crisis has changed the way we meet and interact and having great visuals on your website, social media and blog will ensure that your customers know exactly who you are, what you are all about and what your products or services are.
Think about your geographic location. If your business and your customers are all in a specific area, show images of that area ie. put some roots down. Showing that you are a local company will become important for a lot of businesses as we all travel less
9. CTA. Calls to action.
What is the purpose of your website? What action would you like your visitors to take? Unless your website is an e-commerce site people buy from people, not websites. So it’s really important that it’s easy for visitors to contact the business in whichever way they want to. Give your visitors options on how to contact you, and just because you don’t like to use Live Chat or Twitter, for example, don’t assume that your customers won’t either.
- Are your telephone numbers and email clearly displayed throughout the site?
- Does you website have a Live Chat function? Would it benefit your customers to have one?
- Is there a clear CTA function on most/all pages of your site?
- If certain members of staff are the contact for particular products have you made that clear and shown their contact details?
Accreditation’s are another layer which reinforces the quality of your brand and your expertise in your field.
Take a look at the accreditations your competitors displaying on their site? Perhaps it’s time to apply and get those same accreditations displayed for your customers too?