web

Key features to a website

Building a business includes many facets, one of those being a strong digital presence. Customers are online more than ever and statistics show that the average internet user consumes an average 6 hours and 30 minutes of online content a day. With such a staggering amount, how do you ensure that customers find you, engage with you and ultimately benefit from your products and services? A website is generally the first step to a consumer’s research when making a purchasing decision, and not guaranteeing a seamless user experience leads to lost sales and leads.

So, what exactly makes a website effective? Here are five tips to help you make sure your website is helping you grow your business.

Stay on brand

Having a website that uses different styling across its pages will cause a disconnect for customers. Are you using the same colours throughout your website? Are images consistent sizing? Are your fonts the same and create a standardised hierarchy between titles and articles? Without these key areas addressed, your brand is going to be forgotten. Utilising a brand styleguide is the best way to ensure your brand is memorable.

Keep your website fast

Ever landed on a website that took so long to load that you decided to close off and go to the next link? Time and time again, businesses make the mistake of not optimising their websites, that will lead to a high bounce rate (rate in which a user will immediately leave your website). Statistics show that a website should load within 2-5 seconds; for every second after, the bounce rate increases exponentially. There are many tools that can help speed up a website including:

Cacheing assets – This is a process in which a user does not have to re-download assets such as images, fonts and text. When going page to page, they will only load files that are needed rather than all new content that will increase page load times.

Don’t use too many plugins – Websites that use systems such as WordPress can give a wealth of additions through the use of plugins, but too many can cause major slowdowns across your site. Look into minimising or developing your own code for the fastest possible performance.

Optimise images – One area that many websites fail to optimise is the size of the images being loaded on the website. The larger the image, the slower the website. Using the correct compression tools and serving next-gen file formats, such as WebP, will greatly reduce load times.

Strong call to actions

As important as it is to deliver the information to your customers, every page should have a “call to action”. Call to actions need to be the focal point of each page on the website; they can either be a banner with the latest promotion, a contact button for more information, or even a highlighted section to allow customers to find more detail beyond the section they are currently viewing.

Connect with social media

Having a social media presence shows that you are actively engaged in a community, and having links to your Facebook / Instagram and LinkedIn page helps build trust with your brand. If a consumer goes to your website and sees content from years past, the immediate thought process is that the business is out of date and no longer relevant. A website should be dynamic, not static and having constantly updated content is what will drive customers to come back to your website.

 

Showcase your wins

How can you add instant credibility to your products and services? Display major client lists and use case studies. Leverage the brand power of your clients to benefit your own brand. By displaying a list of companies which you are affiliated with, you can instantly build a level of trust with a customer. Consumers already value, why wouldn’t they value yours? Case studies are also a strong way to visually represent your past work, so that customers can get a sneak preview of what they can expect when it comes to engaging your products or  services. If you’re running an e-commerce platform, use the power of customer reviews, which add credence that your product has worked for others.

Final Statement:

There are many more pieces to delivering an effective website, whether it is starting a new brand or improving on an antiquated version. A fast and effective way to know where to start would be a website audit. A website audit will break down your website into core areas that need improvement, and it will then let you prioritise what you should tackle first.

 

social

Effective social media management

Many businesses have changed how they operate, especially in the social media sphere. With more customers online than ever, a strong social media strategy for any business should be mapped and actioned throughout the year. However, many simple strategies are being missed by business owners that could help increase awareness and boost sales.

Here are the top 5 social media strategies that a business should start implementing today:

Segment your audience.

If you have a strong following on social media such as Facebook and Instagram, it’s important to look at who your demographic is, from both a new and retention point of view. Creating audiences when running your ads will keep CPC (Cost per clicks) down and deliver better efficiency in your advertising dollars. Not sure how to set this up? Facebook for Business has a helpful guide in creating on “Lookalike Audiences”

Call to actions

Using call to actions will help customers understand the journey you want to take them when leading them into a product or page. In social media posts, it’s important to have a clear call to action such as an enquiry form, a link to your website or a purchase link. By having just information or an image, a customer should not have to do the heavy lifting of finding more information. Facebook also include a “Call-to-action” ad option when promoting your products and services .

Setup chat bots

Having the touchpoint for your customers gives them instant answers when first engaging with your brand. Whether you want having those following your Facebook page being able to interact or your own website to have a direct line to your customer service, Facebook chat is a great option. Using automated responses can also save you time for frequently asked questions such as “when you are your opening times?”.

Got a WordPress site? Why not add the Facebook Chat plugin for quickly getting your chat up on your site.

Use boosted posting

By boosting your post, you can capture customers who aren’t already following you. Boosting posts will reach a larger audience, make up any decline in organic reach and with no minimum, you can start your advertising budget on a small scale and ramp up after taking a look at your analytics and reports.

Stories in your platform.

The rise of Instagram from a consumer level has increased exponentially over the years with close to 10 million users in Australia alone. However the stories option also expands to both Facebook and LinkedIn. By utilising the power of video, your brand is able to deliver more digestible content, increase consumer engagement and lead to better connections with your audience.

Final Statement:

Social media is about building a brand that resonates with your clients.  A brand that isn’t one dimensional, but has a personality.  It involves constant touch points with your potential clients, working to engage them.