Are you among the entrepreneurs and small business owners who rely on word-of-mouth referrals? Although every referral is valuable, there may not be enough of them within a given year to grow your practice in the desired way.
Build a stronger online presence and attract new leads by improving your web design. In part one of this topic we discussed five features every high-quality website needs, from sanitised inputs to prominent contact information. Keep reading for five more ways to improve your website’s appearance and effectiveness.
Overcrowded, disorganised pages are difficult to navigate and may result in lost leads as visitors leave for a competitor’s site. Instead, put in place navigation that’s easy to use, with clean formatting to help people find the information they need quickly. Aim for between four and six main options listed in your header or sidebar, with drop-down menus for extra options as needed.
Keep the colour palette simple and avoid using large, unbroken blocks of text. Instead, use headlines, bullet points and short paragraphs to capture your readers’ eyes and point them to the most important information. A good rule of thumb is to keep the site easy to skim, allowing busy readers to quickly access the information they need to know.
Applicable Need-to-Know Information
Business owners know that they must identify their target audience for an advertising campaign to be successful. However, many of these same entrepreneurs and practitioners only consider their audience from a marketing standpoint (how can I reach this person?) and not the opposite point of view (how will this person find me?). Why would a user visit your site? Answer that question, and you will know what needs to be included on your website.
Things to consider include:
- Contact information including a map
- List of services offered
- For healthcare clinics, types of insurance accepted
- Prices or information about payment programs
- Staff bios and credentials
- Online appointment bookings
- Website-based client or patient accounts
- Informational articles, blogs or infographics
- Commentary on industry-related news
Always consider your business from a potential client’s point of view. Doing so will help you determine which keywords to use and what other information to include.
An Authoritative, Regularly Updated Blog
I recently discussed why every business needs a blog in a post of its own, but this tip is worth mentioning again.
Blogs work in many ways:
- By improving your Google rankings thanks to strong content
- By allowing access to old posts (and, therefore, your website) no matter when they were posted
- By attracting repeat visitors looking for high-quality, insider information.
Without a blog, it will be much more difficult for your website to receive the high rates of traffic needed to improve lead generations and conversions.
Customizable Look & Feel
Have you noticed how many company websites have begun to look the same? Although a lot of popular templates are attractive and user-friendly, they can also swallow brand distinctions and make your site less memorable. Reintroduce distinction by including photos, choosing a meaningful font or font family, integrating your logo’s colours and writing in a style or voice that directly reflects your company’s brand and image.
No matter how customisable a template may appear, however, some of them are tricky to work with. Some popular website platforms, such as WordPress, allow users to both apply a customisable template and make subtle changes using parameters and custom coding.
Someone to Help You Get Started with Web Design
Many small and medium-sized businesses do not have a dedicated, in-house marketing team. However, you need someone with enough experience and knowledge to help launch your site and keep it up-to-date.
The job description includes:
- Managing search engine optimisation (SEO)
- Keeping content fresh
- Updating the site when circumstances change
- Ensuring browser and device cross-compatibility
- Access to, interpretation and reporting on analytics
- Improving click-through rates with email marketing
The same person can also help manage multiple social media accounts and launch a large-scale, cohesive digital marketing campaign across many platforms.
To learn more about designing or relaunching your website, contact Espresso Digital Marketing today. Our services include website design, post-launch consulting and support, search engine optimisation, social media marketing and analytics. Call 0401 535 584 from within Australia or +61 401 535 584 from anywhere else or contact us online to get started with a free consultation.
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