Bringing your website to life, or to re-invigorate it, isn’t just about branding and visuals. Today, with technology evolving and becoming more accessible and user-friendly, there are many ways you can take your website to the next level. Whether it’s thinking outside the box, or simply doing the basics better, here are a few things to consider to help your website stand out.
Quality over quantity
Keeping your website fresh is important, as it can help to demonstrate that you’re an adaptable, relevant and active business. But there’s a lot to be said about doing this through the quality of your content, rather than the quantity of it. More content isn’t necessarily better, and consumers are noticing.
For example, whenever you post content, ask yourself whether it is meaningful and authentic. As the number of active websites increases, consumers are having to be more picky with the websites they interact with. That’s why it can be more effective to be as unique as possible with your content. Whether it’s an image, blog or something else entirely, avoid uploading content for the sake of having content.
Social CEO
Whether it’s a brand with a strong moral compass or a business that is not just a logo but a human face, consumers like brands they can trust. As a small business owner, you may have a relatively unique advantage over your competitors, in that it is easier for you to be a more visible and personable CEO.
So to build your connection with your customers, why not consider ways you can interact with them? Whether it’s linking your social media to your website or writing a blog to give more insight about you as a person, creating ways for your customers to get to know you through your website, can help them feel more in touch with your brand.
Consider chatbots
Have you ever left a website because you weren’t able to find what you were looking for? To help minimise the potential for this to happen when customers visit your website, you may want to consider using chatbots. A chatbot is a form of instant message that simulates a conversation – you might notice them pop up to ask a question when you’re on a website. It is estimated that 43 per cent of Australians interacted with a chatbot in the last 12 months to solve a problem. And with chatbots becoming more user-friendly, you might find it easier to service your customers and keep them on your site.
Understand your audience
You might have an idea about who your main demographics are, but with today’s unprecedented levels of data availability, there’s little excuse not to know them as if they were standing in your store. Many platforms now provide easy access to data that explains not only who your customers are, but how they found you and how they respond to what you’re doing. For example, analytics tools can tell you who visited your site, what they clicked on and how many visitors ended up purchasing your service or product. It also allows you to easily identify any areas of your website that aren’t doing well, so you know where to focus for that next website refresh.
Making your website stand out doesn’t require ground-breaking tactics. Instead, by asking yourself what your audience wants to see, making yourself more personable, and deploying some simple analytics to help you focus, you might find your customers engaging more with your website.
Tara Commerford, Vice President and Managing Director Australia & New Zealand, GoDaddy
