Is your website content good?
You may have a wonderful website. It’s polished, professional and has been checked to make sure that there are no glaring errors in the writing – but it may still not be giving you the results you hoped it would. Something being polished isn’t always the same as something being good. Let’s look at things that others overlook – and will help identify those problems if you’re making the same mistakes too. So, ask yourself these questions:
Is your content accessible?
Before we start this, let’s do a little thought experiment. Imagine that you are a customer who is coming to your website for the first time. They know that they want your product or service, but they don’t know as much as you do about it. What is waiting for them when they reach your landing page? Is it clear what you provide? Is it clear to see where they have to go next?
People get so involved in the minutiae of getting their website right, that they can overlook glaringly obvious things, like making it clear what your company provides on the landing page. Always have the customer journey in mind. If they need to scroll down the page to get more information, is it obvious? If they want to buy or move on, are the buttons to do so in a clear and easy to use location?
Another thing to look at is how populated a page is. People are dropping sidebars in design more and more as it tends to cloud what the purpose of the page is. Is there too much going on? Is there not enough going on? Is there consistency with how much is going on across pages?
Is your content competitive?
This doesn’t even need to be a thought experiment. Go online. Have a look at your competitors’ websites, have a look at the websites of people that you don’t consider to be your competition. Have a look at the websites of businesses that are roughly the same size of yours in different industry sectors and even different industries. What do you like? What do you hate? What do you know you could do better?
Although we may see our companies as distinct and unique – the customer won’t see them that way unless they are shown through copy and design language. It is sometimes easier to look at something and say ‘I like that’, or ‘I don’t like that’ than to start something from scratch. Then ask yourself, what am I offering that my prospective client can’t get anywhere else.
Does your content have purpose?
One of the problems of having an overpopulated website is that it isn’t clear what the customer is meant to be doing. Look at everything that is on a page and ask yourself, why is this here? You may be able to readily identify the purpose of everything on the page, but it still might not be necessary. Does the customer need to use this at this point in their customer journey? Is everything on your website helping your customer solve a problem?
A landing page may be a useful place to put logos of affiliated business associations to gain customer trust and raise your brand’s prestige. They don’t need to be on every page. Things like Veri-Sign, which were important earlier on, are now less important as banks now protect against Internet shopping – eCommerce is now the norm, not the unknown. Is your website holding on to things that aren’t needed anymore?
Anything that doesn’t move the customer closer to their goal of having a problem solved (and your goal of converting them into a paying customer) isn’t needed. How many steps does the customer have to go through to make a purchase? Can you cut the number of those steps down?
Is your content entertaining?
Let’s start by having a think about the images on your website. They should be easy to see on your newly accessible website, they should have purpose and should stand out from the competition. Would you be interested in them if someone just showed them to you on their phone? Are they interesting or beautiful enough in their own right?
It’s great to be educational and informative – it’s even better to assist your customer and entertain them at the same time. At a simple level, you could add people into your pictures. At a deeper level, you could think about the core values of your brand and try and reflect them in the pictures you put up and the art style you use. What are you doing to retain their interest?
Is this something you can change today?
The simple answer is… yes. Freshening up the copy and changing up pictures is fairly simple to do. Getting rid of unnecessary steps is a little more complicated, as merging information from different pages is more tricky than just redrafting – but it’s not that hard.
To answer all the questions posed above in the way mentioned above, then you will have to go a little deeper. Maybe you can do it on your own, maybe you need to bring in some outside help. A fresh perspective and a broader view of the trends of web design as a whole can be as valuable as the actual website that someone can build you. Overall, make the changes you need to make to truly reflect your company and truly meet your customers’ needs.
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