With businesses pivoting to an even stronger digital presence during the current health crisis, now is the perfect time to perform a website audit.
When’s the last time you looked at your website as a new visitor? Walk
through your entire website in your customers’ shoes. And make sure this is the
most pleasant walk they’ll ever take.
Does your site check off these items?
1. Modern Design
The attention span of site visitors is extremely short. You have a small amount of time to catch their attention and give them what they have been searching for. Your site should be user-friendly, mobile responsive (it looks good on laptops as well as phones and tablets), easy to navigate, and possess eye-catching photography and graphic elements.
2. High-Quality Imagery
Imagery is imperative to your brand and business. It has to be high-quality and web-friendly. There is no room for pixelated, low-grade imagery in today's digital space. I highly recommend a shoot with a professional, or if that’s out of budget use stock imagery. Word of caution, it’s very easy to select the same stock image your competitors have used. Do some research!
Video is becoming standard for all sites. If you don’t have your
own content, consider incorporating stock footage.
3. Clear and Concise Copy Writing
The instant a visitor lands on your website they should know 3 things:
1. Who you are
2. Who you serve
3. How you can help them solve their problem
For example: We are (business name) and we help (ideal client)
with (what your business does).
Best practice for website writing is to give visitors a bite (catchy
headline or short sentence), snack (bullet points), and then a meal (multiple
paragraphs). Don’t overwhelm visitors on the home page!
No need to dive deep into this one. Your site needs to be fast. It has to be responsive with minimal loading time. If it's slow, you've lost the interest of your potential client or a potential sale.
5. Search Engine Optimization
Truthfully, this should be a separate blog post in and of itself. SEO is one of those intimidating yet necessary elements that search engines like Google, absolutely love. SEO shouldn't be ignored. It's a key part to beating out your competition and driving qualified web traffic to your site.
6. Social Media Integration
Linking to your social media accounts on your website is just another way to gain more exposure and more importantly, trust in your business and brand. Having your social icons clearly visible on your website allows visitors to conduct more research on you to determine whether or not they want to work with you. If your website platform allows, it’s great to have a feed that’s updated automatically from your most recent posts.
It's important to note that you do not need to have a presence on
every single social media platform under the sun. Select the platform most appropriate
for your ideal customer and put your time there.
7. Contact Information
This one is so simple but it's so important! Making sure your phone, address (or geographic area), and email are accurate and functioning properly is crucial to building trust with your business and making a great first impression.
8. Email Opt-In Form
Capturing email addresses from your website and sending out newsletters to your existing, old and new clients is key to create an ongoing, trustworthy relationship and therefore continuing to grow your business. It’s much cheaper to maintain relationships with existing customers and contacts than to go hunting down new ones.
9. Call to Action
Clear call-to-actions are vital to keep visitors engaged with your site. Present multiple ways for them to take action to get in touch with you.
Last but certainly not least, are client testimonials. Reputation management is EVERYTHING in this day and age. People want to hear from other real people about their experiences with your business. Showcasing client testimonials on your business website help to validate your business and encourages more leads. Don’t dump all testimonials on a single page, look to integrate throughout the site.
The purpose of your business website is to get found by potential
clients, educate, build trust, and convert. If your website is not doing these
things, your site is not helping build your business.