4 Lessons on Optimizing Your Website Experience for 2021
Your website is your virtual home base, your calling card, your front door. Making a great impression is absolutely essential when someone hits your website. That means that your site navigation needs to be on-point. The look and feel of the site has to be modern (a website is a bit like a hotel; best to refresh it every 2-3 years), and the site functionality has to help your visitors get where they want to go.
What are ways you can do that? Here are four examples from our current and former clients and lessons on how you can improve your own site.
Put Your Value Proposition Front and Center
MarketingProfs
It surprises me how many websites are coy about why their visitors should stick around! Make sure it’s obvious to whoever lands on your site that they are in the right place. I love the way the folks at MarketingProfs put their unique selling proposition and the social proof to back it up right at the very top of their home page.
Leverage Dedicated Landing Pages Around Timely Topics
En-Power Group
When you’re launching a campaign based around a special or timely topic, a dedicated landing page can serve as a home for this content. This page does NOT have to follow the design rules of the rest of your site. In fact, the whole point of a landing page is that it gives you space to address something that isn’t necessarily part of your main narrative.
In the example above, En-Power Group is an engineering firm based in New York State, and during the pandemic, they’re still in action, even with their entire team working remotely. With these circumstances, it’s vital for them to communicate to their clients about the work that can still be done during covid. They therefore built a page specifically around the actions that clients can take during this time, which was distributed to their email list as well as by their sales team. It does not have a home in the main navigation, but it IS available for their team to use as a tool to communicate with current and prospective clients.
Use Chat to Seal the Deal
Voyij
Have a unique, complicated, or new product or service? Make sure it’s easy for your prospective customers to learn more and get reassurance by using a chat app. It’s a simple way to empower your audience to get the answers they’re seeking without having to dig around your website. Our clients at Voyij do a great job of using the chat feature on their website. It helps them not only clarify shipping processes for special products like Alaskan seafood. It also has become a great source of user insights, testimonials, and learnings.
Integrate Video Throughout
Customer Bliss
Now more than ever, video and multimedia content is becoming the default way to communicate on the internet. Folks don’t want to read more than they have to, and when they have the option, watching a video can be powerful way to get across complex ideas or big concepts. Integrating video content into your blog, your value proposition pages, and even your home page can be powerful.
In this example above, our client explains a key framework using video to break it down, but their content also includes live video podcasts, video excerpts, and video blog posts.
Want to learn more about how you can optimize your website, your content marketing, and your social media? Contact us to schedule a consultation.