Website – the essential marketing tool for success

Following on from last month’s post, I feel I should acknowledge one more promotional element every business needs — a website.

Why you need a website

A website is essential for doing business. Think of it as an online brochure that reflects what is happening in your company, what you do and how you can add value. Your website is, effectively, the hub for all your marketing efforts and becomes a blueprint for developing additional marketing collateral.

Having an effective website provides credibility. More than 80% of consumers research online before contacting a business, and in this day and age, you can be sure your competitors will have a website. So, not having one is a bad look.

Three elements of an effective website

Of course, not all websites are created equal — there are good, bad and downright ugly. Thankfully, though, you don’t necessarily have to spend big dollars for a website that works.

Here are three things to consider:

1. Appearance

Not matter what some say, people do ‘judge a book by its cover.’ So, give thought to your website’s appearance.

Colour — use two or three primary colours that work well together. Don’t go overboard; too many colours will distract readers from your message.

Scannability — most people won’t read all the text; they’ll scan. So, make it easy for them by using short sentences, headings and bullet points. Also, apply plenty of white space.

Images — you can buy good-quality stock photos; however, be aware that other businesses use them too. If you can, hire a professional photographer to take original photos, particularly of your staff. Also, don’t cram a page with more than three or four images.

2. The words

The words on your website are critical. It is through them that you explain what you do and why prospective customers should purchase from you.

Be conversational — talk directly to your readers in first or second person. Being conversational is more personable, and you will be more likely to make an emotional connection.

Good example: “Do you want to generate more business? I can help you.”

Bad example: “Acme services was established to help business owners generate more business.”

Show understanding — highlight the problems your customers face that you can solve.

Focus on benefits —don’t get bogged down in technical gobbledygook. Explain to readers what’s in it for them, what benefits they will enjoy by purchasing from you.

3. Call to action

Don’t forget to ask for a commitment. Tell readers what you want them to do. A call to action can be to contact you, sign up to your mailing list or make a purchase. Whatever it is, tell them.

If you would like help in updating your website and making it relevant and up to date, Signpost Consulting is here to help. Feel free to contact us.