Time and expertise. You need plenty of both to create the kind of excellent website that ranks well and generates leads. But chances are you and your staff don’t have both in abundance. Fortunately, there are some relatively simple improvements you can make that won’t require esoteric technical knowledge.
Humans are wired to make snap judgments based on visual information, but many business sites send the wrong message with their homepage header visuals. They feature photos that are beautiful or (for example) show the building they operate from.
Opening visuals should preview the success customers will experience from working with you. For example, an obstetrician will be much better served with a photo of a smiling mother and baby than by a photo of the clinic she practices in.
Keep the confidence-building process going with your opening copy. Include a brief, clear tagline that mentions what you do and what success is, and a longer subhead that mentions what sets you apart. For example, consider these taglines you might see on a real estate agency website:
“The Acme Agency in Rockford, Illinois”
“Welcome to our Website”
“The Agency That Gets Your House Sold”
Only the third makes a promise. If they add, “With the right advertising, social media, and experienced agents, we sell more houses than anyone in the Rockford region,” now the visitor knows how they can make that promise, all in ten seconds.
As we mentioned in a previous blog, links that go nowhere are poison for your SEO rankings and frustrating for customers. Looking through the site and making sure each link goes where it’s supposed to is well worth your time. Your webmaster can install a plug-in on the site that automates this process if you wish.
Adding more visuals to your site is not just a great design choice, it can boost effectiveness.
You really can’t have too many calls to action, especially if they take the form of a simple, repeated visual element like a red button. In fact, CampaignMonitor found that buttons increased clickthrough rates by 28% over link-based CTAs, Copyblogger found that rate to be increased 45%, and Quicksprout found that red buttons performed 21% better than other colors.
Some prospects won’t be ready the first time they visit. To keep them engaged, consider giving them an opportunity to download a guide, case study, or other useful information, collecting their email address as part of the process. This will allow you to nurture them with occasional emails, building credibility and keeping top-of-mind awareness for your product or service.
Not every company has experienced web designers and digital marketers in house or the time to create regular content. We follow the most up-to-date practices and achieve the metrics that matter. Get in touch with Cain & Company for thoughtful, strategic marketing that boosts your bottom line.