Whether your company is nationally known or in its infancy, your website is a crucial part of your brand. In many cases, it serves as the first impression for a potential customer. Is yours good enough?
If you’re launching a new website or re-skinning an old one, there are some key points to consider:
Your website needs to reflect your brand
When your prospects and customers hear your name or see your brand, the feeling they experience should be mirrored by your website. So, it makes sense to start with your brand and work from there. Although every website varies, your website needs to have a consistent look and feel and invoke an emotional chord with your audience.
Before diving into your website, dive into your company. Ask every department the same questions…
What do we want our website to do?
What do we want it to say?
What are our company’s short- and long-term goals and is this website going to help us achieve those goals?
What do you want your audience’s action to be, and thus, how do you want your audience to interact with your website?
Don’t get lost in the “shiny new coat of paint” syndrome
During the web development process, some companies forget what is important. They want something that looks new and exciting, but it doesn’t do a good job representing their brand. They’re not thinking of the users’ experience and what will best help them achieve their company’s goals.
If your company wants a new website just to have a new website, it may not be worth the investment.
Always keep the audience in mind
When writing content for the website, remember to make it conversational. Always keep in mind that there is a person on the other side of the screen reading information written specifically for them. Often, they are hoping you can help them find a solution to an issue they’re having or a pain point they’re experiencing.
Make sure they know why you are the perfect fit for them, differentiating yourself from the competition.
It’s not a ‘set it and forget it’ exercise
A website needs to be approached as an evolving entity. Your website is only as good as the continual updates and care given to it. This will not only better connect with your audience, but improve your SEO, so others will more easily find you. Keeping a website updated with fresh news, blogs and announcements is key in this initiative.
If you’re going to invest the time and money to build a new website, it’s best to do it methodically and correct the first time. Again, you have one opportunity to make a first impression on your target audience.
When that first impression is the website (which it often is), it’s important to take full advantage of that opportunity.