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How to Engage Customers with Your Website

Aug 29, 2018

How to Engage Customers with Your Website

Written by Will Rose

THE IMPORTANCE OF BUILDING A GREAT WEBSITE

In this day and age, it can’t be stressed enough the value of having a functional and good looking web presence. Your website is the portal to your business, and you want it to represent your brand’s values and practices. If you run a shop, you don’t want it to be disorganized and random; that would drive away your clientele! Your website is very much the same way.

A great website is more than just a good-looking one, a website becomes a valuable asset when it connects with users in a meaningful way. Generating emotion is the strongest way to get your marketing and services to stick with a future or current client, and weaving a clear and authentic narrative often starts with your content on the internet. Moreover, there are significant benefits to having a great site-- including lead generation, shareability (free marketing!), credibility (ethos), customer services, and more.

DOES YOUR HOMEPAGE TELL A STORY?

Anecdotes give users a sense of the character of the business with which they’re interacting, and some history regarding the company will add to your credibility. Who are you, and where did you come from? Furthermore, the flow of the page itself should employ a narrative arc, giving the reader a comprehensive view of the company’s values, practices, and origins.

Do you have a value proposition high on the home page?

The majority of marketing sites have a transparent statement of their values, (at least 80%). This helps instill trust in the potential client, and allows you to clearly demonstrate what you’re about.

Do you have a call to action high up on the home page?

Most marketing websites urge their reader with a prominent direct call to action. It can be something as simple as a "Learn More" button for a product or service, but especially "Request a Demo," "Make an Appointment," "Buy Now," or "Contact Us"

Does your website clearly state your services/what your products do?

It’s important to consider this from a user perspective; would someone who didn’t know what to expect understand what they are looking at and be able to tell what it is you do? If not then you’ve got a problem.

Does your site paint a picture of the company climate and client experience?

A user or potential client should be able to identify the type of attitudes and values you foster within your organization. Better still they should be able to gather what type of experience they’ll have with you, and why it will be a rewarding one.

Do you have a call to action with direction to more resources?

Your punctuation is a call to action.Spell out plainly how your potential client can follow up; what that action is depend on the product or service you provide. Whether it says “book now”, “contact us” or “shop the new line”, just make sure it’s readily apparent.

THE NEXT STEP

Storytelling can take many different forms, and because your company is made of people, it is made of stories. Next week we'll talk about leveraging multi-media content (and more importantly the distribution of it) to spread your message and boost your business.

Need help editing and executing your company story? We're here to help. Contact us today for consulting on online content strategy, social media marketing, and web development.

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