You would be surprised how many businesses, both large and small, underestimate the potential of their website as a sales tool. If you think about it, the online space is the go-to source for information, and your website is your online shop front, it should be the most crucial element of your digital inventory.
Around 85 percent of consumers search for the products and services they require online. For a local business, visibility in the digital world is vital. You want to capitalise on the significant traffic that the online space provides, and to do that you need a website that stands out above the crowd.
Having active business accounts on social media platforms is a great way to grow your organic reach and be discovered online, but it all needs to send people back to the website. When they arrive, this website needs to be great.
You have to stand out from all of the other sites they have likely seen that day with a well-designed and informative offering that is easy to navigate while also providing the answers they are looking for.
The primary way to ensure that people find your website is with optimisation. Search engines select the best options they can find from all the available data, giving preference to websites that are most relevant to the question being asked of them.
Location can be a massive driver of this preference. This is why it is particularly important to ensure your location settings are optimised if you are a local business.
You’ll want to ensure you have a Google My Business account set-up with all of the relevant information about your location entered along with quality content that focuses on keywords pertinent to your business.
The following points should be included in the make-up of every site to ensure good optimisation:
Google, for example, uses a crawler to gather information available on the Internet. The crawlers build an index which is fed through an algorithm to help match specific data with whatever query the user has typed in.
The optimisation of your content makes it easier for the search engines to understand what they see, to then deliver it to the users. This task can include everything from title tags and meta descriptions to internal and external links, and much more.
As more people begin to search online via their portable devices, mobile-friendly design is becoming increasingly more important.
Most websites experience around 50 percent of their visitors using their mobile devices to view the content as they are more convenient.
This means that your website needs to be functional and easy to navigate regardless of the device being used.
Basic and essential information, including a location address which links to a map, contact details, business hours, and similar information, must be easy to access via the various devices.
The keywords you select must be relevant to your products and services, inserted into your content in a natural way and used in titles, headers, pictures, and videos, as well as your body text. Local businesses should include their specific area as a keyword where possible as well.
A website design company will not only help you find the right keyword, preferably ones that have a low level of competition, then ensure the right amount of keyword density is attained.
Keywords will help make your site discoverable by prospective leads so a little understanding of how your customers may think, or how they may ask their questions, will be significantly beneficial in this area.
Your website will be more appealing to prospective customers if you include:
Ensure that you categorise your business correctly and make your products or services clear and concise with the relevant benefits easy to understand.
Visual elements, such as photos or graphics, need to be good quality and high resolution. The design and look of your site is a representation of you, if it looks unprofessional and outdated, so does your business!
Finally, and if possible, incorporate testimonials from authentic customers to show your prospective clients what others think about your business. This peer review is like online word-of-mouth and extremely useful to help with someone’s decision to acquire your services.
A reliable web design company will ensure that all of the above boxes are ticked and your needs are catered for. Think of your website as an investment, you may need to spend a bit of money to ensure it is top-notch, but that will be well worth it when it starts generating quality leads for new business.
Your online visuals are an extension of you and your business, so it’s not the area to cut corners on; it can literally be make or break for your business. Invest in a high-quality website today and reap the continued benefits of that into the future!