Your website is often your company’s first impression to potential customers and employees. You wouldn’t show up to a big meeting wearing a t-shirt and shorts (well maybe in Silicon Valley) or walk in and announce that you’re qualified but not to call your references since the phone numbers don’t work.
This is exactly the impression that your website makes and one of the biggest problems I see when we meet with new clients or community partners. Whenever we meet with a new client, we do a basic reverse audit on their website, blog, and social media.
Regardless of size or industry, the same problems kept appearing again and again. With a few basic tweaks, you can improve your company’s online presence, plug a few holes in your customer funnel that you might not have noticed before, and save your marketing department a few headaches in the future.
1. You have dead social media links. Those like Facebook, Twitter, and LinkedIn logos are often taken for granted in the top corner or footer of your website but when’s the last time you clicked on those? Many visitors to your site will click on one of these links to better know the day to day content coming from your company and if it doesn’t work, you’ve lost their interest or at least made them question your company’s attention to detail. Active social media links are a great way to show more of the personality behind your company. If your profiles aren’t ready to be shown off, take the link and social media logo off your website until you’re ready to push people there.
2. The stock photos look too stock. Photos draw readers in and a convenient way to break up text on your company website. Even if you don’t have enough budget or venue for a company photo shoot, be careful not to choose photos that look too generic: non-descript locations or too many beautiful, over-photo shopped people. Your website should embody the feel for your company and be sure that your photos portray that. There are fun ways to personalize a website with graphics, high quality images, and colors without blowing your marketing budget.
3. Your content lacks consistent branding and tone. The number of websites out there with different fonts, logos, and editorial tone on the different pages of their website surprises me. Just like you have a narrative you tell people about your company, your website should have similar guidelines. It shows attention to detail and your ability to properly manage all aspects of a project. You can quickly sniff out a thrown together website, so take the time to write down how you want the blog section to sound to readers. For example, should it read like a press release or as if you’re talking to a friend? Then, make sure everything looks uniform, especially for bilingual websites. Sit down with your creative director and choose an English font for headers and content as well as a separate Chinese one.
4. There’s no place to capture visitor’s information. This can be as simple as a newsletter sign-up or an email field for customers to hear about your latest product offerings and announcements. A simple capture field allows you to compare how many visitors come to your site and how many are interested enough to learn more. Service-based sites often leave off their prices and instead present a “Request more information” text field, requiring potential customers to submit a variety of information to receive a quote.
Every company is unique and based on your target audience your website will look and feel very different from the next but all sites serve as your company’s first impression, a task that shouldn’t be taken lightly. Contact us if you're looking for boutique solutions to helping you improve your website and achieve your sales and human resource goals
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