The Internet is a powerful tool for small businesses. When you develop a company website you expand your reach to a larger target audience that has a potential interest in what your business offers.
But simply having a company website does not mean that online visitors will eagerly flock to it and magically become satisfied customers. It takes more than that.
One of the most important aspects of creating a successful online presence is developing a properly optimized website. The most successful online businesses create experiences that make them irresistible to customers. So, here’s an inside look at how to achieve more online success:
Engaging User Experience
The Internet is cluttered with information overload. Online users are bombarded daily with too much information, sometimes, in a very messy way. Offering a company website that is well laid out, simple to navigate, and easy to read can go a long way in creating a positive experience for online visitors.
Jakob Nielsen, a guru on website usability, explains, “The average page visit lasts a little less than a minute. As users rush through Web pages, they have time to read only a quarter of the text on the pages they actually visit (let alone all those they don’t). So, unless your writing is extraordinarily clear and focused, little of what you say on your website will get through to customers.”
Clean Website Design
Clutter doesn’t work well on the Internet. Paul Boag explains, “Whitespace is a fundamental building block of good design. Its one of the first thing any visual designer is taught. However, to many website owners it is simply a waste of space that could be used to better promote their messages, services or products.” It is a fundamental website design principle because it improves legibility, comprehension, attention, and tone (Source: Boagworld.com).
Also make sure your content utilizes proper grammar and easy to understand language. Other considerations include: short paragraphs and catchy headlines; avoid hard to read fonts and colors; and remove disturbing background colors and image. These simple on-page website design tips can mean the difference between a new customer and a disappointed visitor.
Organic Website Traffic
Search engine optimization (SEO) is another aspect of successful company websites. Relevant keywords should be implemented in every page. Meanwhile, good quality incoming links (i.e., backlinks) should be a top priority. This will result in improved search engine page rankings, which in turn can generate more targeted website traffic. Once on-page optimization has been established, along with other best practices, conversion rates generally increase as well.
Online Visitor Retention
This can be accomplished via online giveaways, free email newsletter subscriptions, free e-books, or even access to premium and restricted areas of the site. Giving something valuable to a visitor in exchange for their contact information will allow your business to harness valuable customer data that can generate profits.
Strong Brand Image
A company website is often the first contact people have to learn more about your business and brand. First impressions, as important as they are, can make or break the future relationship between you and your customers. Therefore, your company website should work overtime to be a strong advocate for your business and represent you well.
For example, local businesses can benefit from presenting a relevant brand online. For example, auto parts companies, like Ryan’s Auto Parts, often rely on good word of mouth and a website presence to help prospective customers learn more about their services. Good branding can perpetuate these tactics and become invaluable to a company.
Mobile Device Compatibility
The Internet is no longer solely browsed on a desktop computer. Mobile devices (i.e., smart phones and tablets) are being used by millions of people to access the web. Unfortunately, many businesses are falling behind and not optimizing their sites for mobile devices.
A website that renders improperly on smaller screens makes it hard to navigate and can result in lost revenue. With the number of people using mobile increasing on a daily basis, businesses cannot afford to overlook responsive website design.
Meghan Belnap is a freelance writer who enjoys spending time with her family. She also enjoys being in the outdoors and exploring new opportunities whenever they arise as well as researching new topics to expand her horizons. You can often find her buried in a good book or out looking for an adventure.
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