Utilizing your website means consistently updating and improving the site to be most effective. There are many important features to consider for improvement such as Content, Interaction, Professional Design, Functionality and Usability. With every message you convey to your users, you want to also convey a consistent message throughout all your marketing platforms. Even through design and functionality, you are still able to convey important messages to your customers. For example, if you are an IT company, it is even more imperative to be up to date with the latest technology. The functionality and structure of your website may make or break the decision of your customers. If you consider your website a valuable asset to your company with high standards, quality, and authenticity you want to convey this through the features of the website as well as the content.
- Design (The First Impression)- Compelling visual design is an important attention grabber for your viewers. It is the First Impression, as you may call it, that the website will receive. Remember, the website is the online company Identity and plays a valuable role in your marketing and branding campaigns. A Crisp, Fresh, Professional Design can go a long way. You can optimize your website by changing colors, fonts, images, rearranging content, adding logos, action items, etc.
- Functionality and Usability (For the benefit of the User)-Functionality is a way to keep your customers returning to your site. Functionality of your website is not only for your benefit but for the customers. For example, some websites have a “search” feature on the homepage that allow your customers to quickly find what they specifically want to inquire more information on. How easy is it to navigate through your site? Navigation is very important in the usability of your website. It needs to be simple, yet effective for your customers to find what they are looking for, in the fastest way possible. Technology should be a tool that is used to make things simpler, faster, and more efficient. People greatly appreciate when you save them time. By designing a website for the viewers needs you are staying true to your branding message of “Customer Focus” as well as utilizing technology to build trust and authenticity for your brand.
- Interactivity (Engaging Customers)- A prime example of keeping customers engaged is by Adding a Blog, News Feed, or Multimedia Page to your website. This allows you to gain trust from your visitors and communicates the message that you are not afraid to offer company information and helpful resources. Remember online marketing is successful by giving, not only receiving. Be interesting and provide people with information that has value and substance. Be proactive with your customers and keep them fully engaged in who you are and what you have to offer.
- Content (Too Much is Too Little)- It is vital to keep your content simple and to the point. Fluffy and wordy descriptions can be a turn off for people. If you go with too much content then people may feel that you are trying to oversell your products and exaggerate your services. Prioritize your information in a structure that is relevant. What message do you want people to grasp? What text should be BOLD? Keep it simple to the point. A good message can be short and still be accurate.