5 ways your website can influence business performance
With the rise of the Internet and access to technology ever growing, the world has changed. No longer do customers look for products or services by strolling past their local shops, or flicking through the yellow pages – they now look on their computers.
With the information age providing a wealth of opportunities and distractions, businesses must adapt and realize that their website should be the cornerstone of any brand strategy. Most often, it is the first point of contact a potential customer will have, making it critical in establishing a good impression from the outset. People may have learned not to judge a book by it’s cover, but they will most definitely judge your business by it’s website.
Imagine you knew nothing about your business and you had stumbled upon it’s website by accident. Would you know what you are looking at? Would you recognise that it indeed is a part of your business? If you can’t immediately tell what your business does or what purpose the website serves, users won’t either. It should align with your brand values and exude the “vibe” of the business while also conveying its key message.
Great content provides value and will inevitably be what drives users to revisit your site. When working with large amounts of text or imagery, a well-designed site will have a clear focus message and break more specialised content in to small, easy to manage morsels. A site may look and feel great, but just like a swanky coffee shop with poor coffee, visitors won’t be returning in a hurry.
Navigation is an extremely important element that helps get your clients to the information they are looking for as quickly and efficiently as possible. Well-structured navigation leads to well structured content and vice versa. An organised website also subconsciously helps communicate an organised business. Clients will assume that if your site is difficult to navigate, you are likely to be a disorganised business.
Can your site be effectively viewed on mobile devices and multiple screen sizes? With more mobile devices than humans and mobile networks steadily improving, more and more users are viewing content online away from the traditional desktop computer. Making sure that your site is mobile friendly can be the difference between a new client and a lost client.
Integrating existing systems into your website can be a brilliant way of increasing efficiency and providing more up to date content for your existing clients. For example, a client login portal could be utilised to help clients manage documents or upload purchase orders. Any way to make your client’s life easier is in turn helping you ensure you maintain their business.
Integrating analytics, newsletter subscriptions or similar marketing tools can also help you further understand your clients’ needs. Using the data that these types of tools provide can help you analyse the success of marketing campaigns, benchmark against competitors and create realistic targets when expanding.