Your website can become best friends with search engines and attract brand new clients. However, it can only do this if it is designed to make a great first impression. Regardless of whether a visitor is a referral, comes from a search engine, or you have given them your business card, your website should be able to convince them to engage with you. But how? This week, I will share five important tips I have learned while working on updating our own website.
Get Above the Fold: Imagine a newspaper stand where you can only see the first half of the cover page. Getting noticed heavily relies on what that first half contains. The same concept applies to websites. Your above-the-fold section on the web should include:
A short and clear headline explaining what you do.
A supporting sentence underneath that strengthens your credentials, provides evidence of your success, or delivers an elevator pitch.
A quote from a satisfied customer.
Banish the “White Tooth” People: Avoid using stock photos of people with perfect teeth who look unbelievably happy in a fake-looking place. If you must use stock photos, choose them carefully. Consider using images that portray your business with authenticity.
Have Personality: Ensure that your website consistently reflects your mission and values, particularly what sets you apart from others. Several studies indicate that the “About Us” page is the second most important section after your home page. People buy from people. Don’t hesitate to get personal and talk about your beginnings on your “About Us” page.
Social Proof Everything: Request reviews from your clients, particularly on platforms such as Google Maps. Collect reviews and quotes to feature them on your website. What others say about you will always be more valuable than what you say about yourself.
Get Your Calls to Action Right: Just as you follow a process and lead your clients when they call you to work a project, the same principle should apply to your website. Provide your visitors with enough engaging content and then guide them to the next step. Instead of a “Contact Us” button that loads a form, consider using a “Let’s Evaluate Your Needs” button that takes the visitor to a landing page with concise information about your process and fields for them to fill out. Keep it simple, clear, and effective!
Your website is an incredibly important part of your business, yet it often receives less attention than it deserves. Perhaps it’s time to take a look at yours? Let us know if my team and I can help you start with an evaluation.
– Burak Sarac, Team Lead
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