5 things your website says about your brand
Posted By Jane Carroll
We’re going back a few years now, but back in the good old days it’s likely that the first interaction customers had with a company would have been its high street store.
Let’s say that while walking down the busiest shopping street in their town and being impressed by the meticulousness of a display window, they decided to check the shop out – and, depending on what they saw when they got there, they either stayed and bought a few goods, or left and moved to the next shop, a direct competitor.
Now, hopping in our trusty Delorean (we can wish!) and zooming forward in time to the present day, we are as impressionable as ever. But things have changed.
In the 21st century, it’s your website which is now your shop frontage, shop window and your shop floor – it shows off your company, while it must persuade people to buy from you.
First Impressions Count
For ecommerce retailers, your digital appearance is paramount. Potential customers need to be impressed enough by your website – including the design, its speediness, and the written content – to make that next step: getting their credit card out or picking up the phone.
Whereas once it would have been the ringing of the till, it’s now all about online conversion rates.
So, here are five things a bad website says about your brand:
1. It’s poorly designed: You don’t care about your customer’s experience
How you present your brand on your website says lots about how you feel about yourself and your customers. It needs to be a positive experience, and present your company in the best light.
Deliver your customers what they want. A company selling cruises is going to have a website that looks totally different – and uses different colours – to one that sells drill bits. It’s all about designing with the needs of your customers in mind and thinking about an experience that they will enjoy and engage with.
Poor design means poor customer experience, and it’ll suggest that you just don’t care.
Improve your online perception through a well-designed, user friendly website that people will want to buy from, and that leaves them wanting more.
2. Lack of mobile friendliness: You are out of touch
It’s more important than ever before to embrace new technology, especially with the emphasis Google now puts on websites designed for ‘mobile friendliness’.
There has been a 40% increase in mobile internet usage in the last three years, proving there’s a real shift in the way consumers are browsing and shopping: add to this the fact that, following ‘Mobilegeddon’, Google now penalises websites that aren’t optimised for mobile capabilities, upsetting rankings, traffic and conversions.
Don’t be out of touch. Consumers are less likely to buy from you if your website is unusable on their handheld device. Review your website’s mobile capability and make sure it’s fully optimised. Adopt best practice, and stay relevant to users and search algorithms alike.
3. It’s a slow, clunky site: You can’t even deliver the basics
Poor customer service is more impactful than one might imagine. Even the most loyal of customers might think twice about returning to a shop or restaurant after a disappointing incident.
Bad customer experiences will cost you. Remember that your website is an experience, so work towards improving it and creating a website that’s easy to navigate and understand.
A slow website could dramatically increase bounce and exit rates, meaning users are more likely to leave the site without making a purchase or an enquiry. Don’t fall victim to this. Safeguard your online income by covering the basics.
Additionally, things like images not loading and appearing will have visitors questioning if you can even get the simple things right. This may leave them wondering how you could possibly provide them with a satisfactory service or product.
4. The written content is boring: You lack soul
Boring content won’t get you anywhere. This applies to on-site content and other technical, written aspects that are designed to draw visitors to your website.
Thinking about the high street again: the H1 title tags and 160-character-limit Meta descriptions that appear on search engine results pages are your shop frontage for a digital age. Make these interesting and enticing and users will click through to your website.
And when they arrive, make sure there’s well-written content waiting for them. Hire a professional copywriter who will get to the essence of your brand and its services – dazzle visitors with compelling copy that’s not only interesting to read, but is technically sound and comprehensive.
The art of copywriting is something that shouldn’t be underestimated. How could a customer expect great service from a company whose on-site content is messy, badly punctuated and uninspiring?
5. Your blog is out of date: You don’t care
From a personal perspective, clicking on a blog to find the last post was six long months ago leaves me questioning if the business in question actually cares about what they do.
A steady stream of well-thought-out blogs will show that you are invested in helping customers, while over time you will develop authority in your sector. It will show you are a trustworthy brand.
According to a HubSpot survey, 60% of companies acquire new business with the help of their blog, but it’s not only people you need to impress; it’s algorithms too. Blogs containing valuable content send signals to search engines and are likely to rank well, improving your website’s visibility.
Blogs also help with your social media campaign – insightful writing should be shared across Facebook, Twitter and LinkedIn. Consider compiling posts into a weekly or monthly newsletter and give your brand a voice.
Worried about your own website?
If you’re worried your website doesn’t impress as much as you think it should, contact us on 0161 941 4252 to speak to our web design team.