Welcome to the first article about important components of your website. In this series of articles, you can get to know more about:
- your website purpose and message
- content and search engine optimisation
- analytics and analysis
- best metrics for small business
So let’s get started with part 1:
WEBSITE PURPOSE AND MESSAGE
The first thing to think about when creating a website for you or your agency is what will you be giving the customer.
- What information do you want them to receive or see when they visit your site?
- What do you want them to do while on your website?
- What action do you want them to take as a result of visiting your website?
A statistic from Stanford University states 75% of users admit to making judgement about a company’s credibility based on the design of their website.
This means your customer is making decisions about your brand at the very first point of contact – often before ever contacting you for an appraisal or engaging with you online.
How do you decide what to tell the customer that will make them take the next step?
For example, a real estate agent sells houses. They know that a potential buyer wants to find out information about available properties before engaging with the agent. However they also know that an agent does their best “sell pitch” in person. The website includes just enough information on the available properties to encourage the prospective client to call them, so the agent can do their final “sell”, and engage them as clients. They don’t give enough information for the buyer to make a final decision on the property without making contact.
That is a fine balance between giving the customer what they want, and getting what you want from your customer.
A well-designed, current and relevant website will help to:
- Provide the key information a customer is looking for (property information, company overview, agent contact details)
- Improve customer experience and repeat customer interaction
- Boost lead generation
- Build and promote brand awareness
- Help measure the value of your marketing efforts
- Sell houses!
Now that you know more about having a purpose and message for your website, check out the next article in the series – a basic guide to content and search optimisation, or SEO.
If you’ve missed any of the articles in this series, click on any of the below links.