WEBSITES are one of those wonderful things that every modern business must have – or so we are led to believe. One of the first questions people ask shortly after, ‘What is your name?’ is, ‘Do you have a website?’
But just having a website is not enough.
Your website has to do something for you. Just like any other employee on the payroll, it has to earn its keep. But the question is, how do you make your website truly work for a living?
The key lies in the content.
The biggest danger when creating your website is focusing on the visual ‘wow’ factor and then forgetting to put as much effort and focus on the copy that will deliver your message.
The initial visual impact of a site is very important. It is what gives your visitors a first impression.
However, just as it’s important to think before you speak, no matter how good your first impression, if you then open your mouth without first considering what will come out, you could so easily replace that impression with one that is less than favourable.
The same applies to your website.
So what can you do about it?
Creating a positive relationship with your web audience does not have to be difficult. These four basic steps are important in establishing and developing that relationship.
1. Consider your audience
Put simply you need to look at who your site is aimed at. Once you understand your audience, how they read, why they access your information, why they access it online and what they are looking for, you can then market your content to meet their needs, speak directly to them and engage with them.
2. Answer questions at logical points within the text
Get into the mindset of your audience and answer their questions at the point at which they would ask them. A website, after all, is the first real contact many of your customers will have with you and your business, and they want to get a sense of what you can do for them, how your business can help them.
If you can anticipate a question and answer it within the text you are immediately creating a positive reaction to your brand. You are perceived as understanding the needs of your customer and are therefore much more likely to convert a potential customer into an actual one.
3. Guide audience interaction with your site to fit your needs
Consider your audience’s needs when you write your content. You want them to interact with your site but you can’t assume that they will know the intricacies of your design. Therefore, you may need to guide their thinking. By putting suggestions in their minds you can better ensure that they go to where you want them to go. However, be careful not to lead them too far from their original path or you may lose them altogether.
4. Keep it simple – leave clever for blogs
Clever language can be confusing and create a barrier to understanding. If you have a section that is your portfolio call it ‘portfolio’ rather than ‘examples of how we have helped others’. If you have a section through which customers can contact you call it ‘contact us’ rather than ‘we want to help you so come and talk to us’.
Every business wants to stand out, but by making your site too clever you could be driving traffic away. We are creatures of habit and expect to find things in particular places – a fridge belongs in the kitchen, a car belongs outside and a website menu bar is most often looked for along the top of websites.
Make it easy for people to find what they want and they will keep coming back. Words do not need to be complicated or clever all the time. But what they must do is communicate, and communicate in a way suitable to the audience.
Remember, your website needs to work for its living just like you do, so give it the right tools and set it to work.
