There’s a lot of content out there on the Web and it’s important to find ways to build an engaging website that draws in and retains a customer’s attention. Sometimes it can seem a prodigious task to keep your page up-to-date and interesting. Some simple ways to maintain a great site are to incorporate memorable web design, add video, link to social media and refresh content to improve the viewing experience for shoppers.
Memorable and Consistent Design
Your homepage should be simple and clean featuring high quality images without large blocks of text. Make sure content is easy to find through tabs and links so people do not have to search too long. This will ensure that customers won’t lose interest or become frustrated. Keep a theme in mind when designing; stick to a color palette and only use two or three different fonts to streamline the visual landscape and prevent content from becoming overwhelming.
Choose fonts and colors similar to or the same as your logo which will help your website be seen as an extension of your brand. Just over 46 percent of people judge the credibility of a business by their web design, according to Hubspot. Add keywords and phrases that will help your site appear in search engine results, suggests Entrepreneur. Make sure your site has a unique web address to help people find your business easily. Conduct a domain name search to be certain your site doesn’t have a similar address, which can cause confusion and even legal trouble.
The Binalogue website embraces many of the features noted above. They inject a little of the orange from their logo into the small block of text. The top navigation bar also uses this orange color. The color scheme is white on black with orange only. The whole appearance of the landing page is clean and simple.
The addition of visual content like video can immediately help to add interest to your site. It can be hard to determine how to add video that relates to your product though and the thought of filming content can seem daunting. It doesn’t have to be and the costs outweigh most objections. The prevalence of high quality video recording capabilities on most smartphones means that almost everyone already has all the equipment necessary to produce and edit a short video.
Consider this, customers who view product videos are 85 percent more likely to make a purchase, according to Hubspot. The options range from filming yourself or an employee talking about the products or services you offer to simply showing a product without voiceover. If you are a craftsperson, a fantastic idea is to create a video showing the process of making a product. Video content is easier for shoppers to process as well, continues Hubspot, because 90 percent of information transmitted to the brain is visual. Given its rising popularity, 76 percent of marketing campaigns plan to add video content to their websites, says Digiday. Adding video will keep your small business in line with the trend and help set you apart from competitors.
This Austrian coffee processing company offers a video on their landing page, which shows (probably) the company owner drinking or tasting coffee, a bit of a tour around the factory and more. They truly attempt to bring the customer into their operation and watching this video leaves you wanting to taste their coffee.
Link to Social Media
You can create an interactive environment for your customers by linking to social media. Research shows that 74 percent of adult Internet users have social media accounts, according to Pew Research, meaning that it’s a good chance almost three-quarters of your customer base use some kind of social media. For small business this can be a great way to reach out to shoppers and further develop a customer base. Posting on social media is tantamount to free advertising and all businesses with little or no marketing budget should take advantage of this aspect.
To grow a fan base, offer promotions and coupons that are only available to your subscribers or followers. Be sure to link all your accounts to the homepage of your site so people can find you easily. Websites that offer templates for online stores like Shopify will have options for adding links on product pages, so users can post about a product without leaving your shop. Some sites even choose include a feed on their homepage showing posts and updates about their business. Encourage followers to share pictures and create hashtags that make your site visible. By sharing video content on social media you might be able to garner a lot of attention, 92 percent of mobile video viewers go on to share what they’ve watched, says Digiday.
This Italian fashion house has a presence on Facebook, Instagram, Twitter and YouTube. They also have their own social community My Alcott, where customers can upload images of themselves or others wearing the Alcott brand.
Add New Content Often
Keeping your audience interested involves providing fresh content to your website. Internet users these days are used to a constant stream of new information in their feeds. While you don’t have to provide a steady torrent of content on your website, nor is it feasible to do so, you can employ a few simple tricks to keep things feeling new.
Try offering a weekly promotion or focus on a different product every week. Choose a day of the week to roll out new products or content and let your viewers know when they can expect it, which can help bring traffic to your site week after week. Plan out a few weeks of content ahead of time so you aren’t looking for something at the last minute or being repetitive.
These four tips can be an excellent way to increase sales and build a broader audience for your products and services. Stepping out of your comfort zone by filming some short product videos or entering the world of social media can vastly improve your brand visibility.