1. Visual appeal: A site that looks great increases the likelihood of engagement and creates trust. Consider using high-quality images of your products or services and a colour scheme that reflects your brand. For instance, if you run a cozy boutique, inviting colours and beautiful photography in a consistent style may be your go-to choice.
2. True colours: The website design and wording reflect your company’s values and are an online extension of your brand. If you provide counselling services, ensure your website exudes warmth and understanding, both in its visuals and the tone of its content.
3. Seamless loading: It’s fast. No waiting. A super-speedy site keeps your visitors happily clicking away towards the next step we want them to take. A site should load quickly to prevent potential customers from bouncing due to slow loading times.
4. Easy navigation: It’s easy for your clients to move around and find what they’re looking for without getting lost and going elsewhere. Navigation menus and content are clearly laid out and there’s lots of room to breathe.
5. Strategic signposts: Thoughtfully-placed links and buttons serve as signposts, guiding visitors in the right direction and towards “I want this!” moments. For instance, if you provide consulting services, strategically place a “Book a Consultation” button throughout your site to drive conversions.
6. Interactive environment: It gives visitors lots of chances to interact whether through email sign-ups, compelling lead magnets, or easy contact forms. For example, a fractional marketer could invite visitors to a quiz and special insights in a free downloadable guide.
7. Smashing objections: It answers questions that visitors have about you and the value you offer and helps them move past any objections. Offer comprehensive FAQs and guides to overcome potential concerns about your offer.
8. Trust builders: Confidence-building elements foster an atmosphere of trust, prompting visitors to stay and take the next step. Glowing reviews or testimonials and obvious signs of a secure website all reinforce this trust.
9. Words that click: It uses natural, jargon-free wording, appropriate to its industry or space to connect website visitors to your brand. If you run a legal firm, use professional and authoritative language to instil confidence in potential clients.
10. Impact story: Articulating the tangible impact of your product or service is key. Will it save money or time? Or bring joy or a solution to a long-held problem? Tell your potential client or customer how your offerings enrich lives.
11. Always fresh: It’s updated often and evolves with your business. Fresh content keeps it vibrant and in tune with your business journey. Regularly publish blog posts, news updates or product releases to demonstrate that your business is active.
12. Marketing magic: Your website thrives when it’s integrated with other marketing components. Promote it through social media, incorporate it into email campaigns, run online ads, and coordinate it with offline marketing efforts like print materials, discounts, or a short free consultation.
By applying these principles to your website, you can transform it into a powerful driver of success.
Can’t tick off all 12 points? Looking for a new website to showcase what you do? Come speak to us about your next website project.