What’s more important than a first impression? Nothing. In fact, it’s so important that you should do everything necessary to create a professional online presence – your website, logo, and all of your digital assets.
If you’re ready to improve your digital first impression, start with your website. Here are a few tips to help you get started.
Create a logo design that pops
One of the most important areas to focus on is brand identity – the way you choose your brand name; logo design; colors, shapes and visual elements of your offering. For example, when you look at the logos of the world’s most recognized brands, they have one thing in common: great logo design! Not only that, their logos are often unique in design and easily stand out among competitors.
While establish companies can spend a great deal of money on brand identity, small businesses can spend less and still deliver great results. Thanks to the power of the internet anyone can create a business logo without spending a lot of money. Even better, no design skills required. Through the use of artificial intelligence (AI) and automated software, an online logo maker can empower anyone to create a smart logo with ease and a limited budget.
Create an online video for your website
Did you know that 85% of the US internet audience watches videos online? An introductory online video on the front page of your website is an excellent way to grab the attention of your target audience.
Online video allows you to speak directly to your audience, introduce yourself and your offering. This can go a long way toward building your online reputation. You can also include a variety of videos on other platforms (e.g. YouTube) to address solutions to common problems your customers experience or answer questions you’ve received through customer surveys or email.
If you’re not interested in creating an introduction video that showcases footage of you and your business there are alternatives. Consider creating explainer videos with tools like mysimpleshow, Animaker, and Vyond. Most online video platforms allow users to easily create professional HD quality animated videos with a drag and drop features requiring no technical expertise.
Direct the customer journey
A customer journey map tells the story of your customer’s experience: from initial contact, through the process of engagement and into a long-term relationship. Create a diagram that illustrates the steps online visitors take to explore various ares on your site. Use heatmap tools like Hotjar and Lucky Orange to see how your visitors are really using your website. Use this data to create a unique experience for them.
Often, people are interested in “why” you do what you do rather than the “what.” Keep this in mind as you optimize your company website. Don’t be shy about your brand story and tell visitors why you do what you do.
If you want to create a good UX (User Experience), map their customer journey and direct visitors where you want them to go. Minimalist web design with automatic scrolling is one way to achieve this easily.
Create addictive content
Don’t forget the importance of addictive content. What you say is as important as the graphics and other assets on your site. When it comes to written content, online visitors will decide in the first few seconds if they want to read the rest. That’s why it is so important to create a “hook” to engage readers early on. Do this by providing value at the onset and it will compel them to want to read more.
Additionally, you want to increase repeat visits. So consider what you can do to achieve this including sharing online videos, podcasts, and ebooks. In addition to creating the best content possible use the right words in your title. While most people only skim your content, the title is designed to grab attention and compel people to click.
Tease your call-to-action
If you own a website owner one of your primary goals is to keep online visitors on your site and engaged so they’ll take action via your call-to-action.
Decide what you want visitors to do on your website. Do you want to increase newsletter subscriptions, boost podcast downloads, sell products and services, etc.? In any case, a call-to-action is required to increase engagement and conversions. Think about the business objective for your website and ensure it’s designed to meet that goal.
Measure your website’s success
Lastly, don’t overlook the power of metrics. Use Google Analytics and other website analytics tools to track your numbers (e.g. “first-time visits” and “return visits”). This data can give you good insight as to whether your website is performing well.
Pay close attention to bounce rate as well. Your bounce rate shows the number and percentage of people who visited your site, but bounced off to another site. This can happen for various reasons including:
Inadvertent clicks to your site
Bad search terms or keywords
Mistaken link clicks
Online metrics experts say that a bounce rate of 50% or less is great, while bounce rates in the 40% range or more preferred. However, if you notice your bounce rate is repeatedly above the 50% range, look at your website design, keywords, branding, etc. Try not to change too many elements at once so you can see which factor is causing the issues. Then focus on making incremental changes to increase site performance.
If you want your website to make a good first impression consider other bold, interesting pages that grab your attention. Study the elements of sites you admire and consider what stands out and why.
Whether you run a successful blog or e-commerce website, make that vital first impression count.
Zac Johnson is an entrepreneur with more than 20 years of internet marketing and branding experience. You can follow his blog at ZacJohnson.com. Connect with @zacjohnson on Twitter.
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