Websites are living, breathing marketing tools that must change with the times. It’s where you tell your brand story and sell your products and services. Your website may be the first point-of-contact for potential customers so it must be fresh, relevant and well-designed. Here are six essential components every website needs:
Once a customer (or potential customer) lands on your website, it takes less than a second for them to determine whether or not they want to continue browsing. So, your web design and layout must reflect who you are immediately – or your brand. It must give a “great first impression” every time someone lands on your site.
Not all websites are created equally – and not all sites were initially designed for mobile viewing. Be sure your visitors have the same experience on a mobile device or Smart TV as they would on a desktop computer; otherwise, you may lose business.
You may be offering the best products and services in your local market, but if visitors can’t find them, they won’t use them. Your layout should be simple with prominent search and navigation tabs at the top of every page on your site. When you organize your website, think of how people would “logically” search for a product or service – don’t get too creative with title headings.
Your website content should provide important details on who you are and what products and services you provide. However, more than that, your content must tell your brand story. Every word matters – your content must mesh with your target audience and help lead to a stronger SEO. Don’t just write the same thing over and over for every product and service and every page. You want to create quality content that helps visitors understand and relate to your organization – and the products and services you provide.
Every page on your website must have a strong call-to-action (CTA) on it – whether an application, subscription form or phone number to get more information. Think about the user experience on your site – can your visitors open products and services online? The more you can allow them to do online, the more often they will return – and you’ll be able to spend your time marketing to existing customers (which is much cheaper to do).
Be sure your website includes detailed contact information. For a financial institution, you’ll want to include branch addresses with maps, department and branch phone numbers, hours, and more. Make it as easy as possible for visitors to contact you.
When used effectively, these six components will help you create a more appealing and user-friendly website.