Archive for 'web'
As a business owner, it’s important to understand how your customer base is interfacing with your business’ online presence, and if there are any glaring user-unfriendly issues that could impact their experience. It may even drive them towards competitors of your business who understand the value of a well-designed website.
Here are three design principles for your website to implement to ensure your customers are satisfied with their online experience.
A responsive design or mobile-friendly website is mandatory for any business’ website. Since many customers may interact with your website while on the go and via their phone, ensuring that your site renders appropriately on mobile devices will boost that interaction. A non-responsive website has less engagement, poor conversion and a lower ranking in the search results – mobile-friendly websites boost your SEO.
Ensuring that the user experience is optimised for their engagement can be the difference between a successful website and a poorly-performing site. For this, a user-friendly layout, an obvious site structure that does not require additional instructions and a clear path for information to flow through are critical components. The other design choices can come late.
Call To Action
A call to action is a must-have for websites – it’s a way to prompt your customer to take the next step. It’s also an easy way to guide conversion and ensure that your customers are interacting with the elements of a page that could assist.
A tool that many businesses, organisations and individuals use when setting up their website is search engine optimisation (or SEO). This tool ensures that the website’s visibility on initial searches for something that their product or service matches is much higher than others. To do this, SEO’s often use keywords that allow search engines to rank the page according to how relevant they are.
What many businesses would benefit from, is an SEO strategy. This is a process of organising a website’s content by topic to improve its chances of appearing in search results, which results in an opportunity to increase traffic flow onto the website organically.
There are three types of SEO that can be focused on to improve the effectiveness of a website.
- On-page SEO – content that is actually on site pages, and optimising it to boost the website’s ranking for certain keywords.
- Off-page SEO – focuses on links directed to the website from a different site on the web. This helps to build trust with search engine algorithms.
- Technical SEO – the website’s code, the technical set up of the website.
Here are a few easy ways to strategise the content of a website for SEO:
- Make a list of topics that the content should address
- research 10 words and terms associated with the product or service of the website, and come up with variations that make sense for the business
- Make a list of long-tail keywords (search phrases with longer word counts) that apply to the content of your website.
- Build pages for each topic, ie. business products, offerings. This makes it easier for customers to find the site in search engines, no matter what key words they use.
- Set up a blog, and write blog posts. Linking back to the website with each post will tell Google that there’s a relationship between the content of both and specific keywords.
- Create a consistent blogging schedule (at least once a week).
- Create a link-building plan – link-building is the primary objective of off-page SEO, which is the process of attracting inbound links to your website from other sources on the internet.
- Compress media files before uploading them to your site – page speed is a crucial ranking factor for SEO, and media files can slow down pages extremely quickly.
- Stay up to date on SEO news and best practices
- Measure and track your content’s success with analytics tools, to make sure your strategy is working.
Always remember when developing an SEO strategy that the business’ needs should be the primary focus – whether it’s for increasing customers or better marketing for instance, the need should always drive the strategy.
These are features you should make sure you have on your website:
- Your contact information should be easily accessible. Potential customers should know how to get in touch with you if they want your products or services.
- Try to have a blog on your website that you update with articles about your business area. This is great for SEO, producing shareable content that gets your name out there, and a way to demonstrate your knowledge to potential customers.
- Having testimonials and case studies on your website will make it easier to increase your credibility and demonstrate customer satisfaction. Case studies will also make it easier for customers to understand how you may be useful for them.
- SEO content throughout the website will bring more customers to you. Make sure you integrate SEO strategising for titles, descriptions and any other content.
- The live chat function makes asking questions much easier for potential customers. Live chat functions are easy to install and people regularly use them when making online purchases.
- An effective search function on the website can save the customer’s time. Research has found that use of the search function correlates with a website visitor’s conversion rate.
Webinars are online conferences that have become much easier to host with technological advances. They are also cheaper and, if used correctly, can be beneficial for your business.
Build brand authority and trust
Giving potential and current customers the opportunity to speak directly to you allows for transparency which can improve trust. During the seminar you can demonstrate your products and discuss your services and explain why they are better than competitors. Your customer interactions during these seminars will allow customers to ask questions to which you can provide insightful information and show your commitment to the business.
Improve search engine rankings
Hosting webinars boosts your search engine rankings. Improving your rankings on a search engine can benefit your business as the higher you are ranked the more trusted you are perceived. Not to mention, you are seen by more people and this increases the likelihood of gaining customers.
Generate more leads
Webinars can help you get into direct contact with potential customers. Asking those who join your webinar to leave behind their email addresses if they want to work with you is a chance to form a community.
Launch new products
Thanks to the development in technology, webinars can be highly interactive. You can host Q&A sessions and conduct demonstrations of new products to familiarise people with them before they launch.
Although other social media platforms can be more casual, having a strong LinkedIn presence can be helpful to form partnerships and onboard skilled team members. The steps to building an engaging and professional LinkedIn page for your business is straightforward but will require you to put time aside for it.
- Profile image and banner: Your logo should always be the profile image. You can play around with the image of your banner depending on your brand identity – it can be sleek and stylish or actionable and engaging. Make sure that both of these fit the sizing requirements listed in LinkedIn
- About us: The About us section should not be too long or difficult to read. Keep it engaging, snappy and accessible. It should tell the reader who you are as a brand, where you are based, what you offer, what your values are, what your brand voice is, how people should contact you. Don’t forget to maintain professionalism as LinkedIn is a professional space.
- Fill out the key fields: Connect links to your social media/website, add your address, details of your industry, company size. Filling out all of these will help LinkedIn show your page in response to relevant searches and make you more discoverable.
- Create showcase pages: Your main page will give people an overview of the business, but if you have multiple services, then creating showcase pages will help zoom in on day-to-day activities of each service. This will help people engage with the aspect of your business that is most relevant to them.
Each person uses the internet in a different way. Whether they regularly access the internet for their job or only go on it to watch movies and shows, users have found a way to utilise the internet for their convenience.
One particular convenience that has come from the internet is being able to research a product or services and purchase them online. A snapshot of July 2020 of internet users between the age of 16-64 showed that:
- 81% of users searched online for a product or service that they wanted to purchase
- 90% visited an online store
- 74% purchased a product online
This data shows that the internet has become an important part of purchasing products and services. This also extends to users reading information about what the product/service is, what’s involved and reviews other people have provided.
Taking this into consideration, businesses should be putting in the time and effort to make their internet platforms (website or otherwise) user friendly. Customers should be able to access the information they require easily, otherwise, they will be driven towards a product/service whose information is more readily available.
Set up a website for your business if one does not already exist, and regularly update it with relevant information so that your customers have all the information they need. The more customers have to look for information, the more likely they are to opt for another product/service.
The term SEO gets thrown around a lot, but what does it mean? Search Engine Optimisation is the process of increasing the quality and quantity of your traffic through organic search engine results. Quality pertains to the types of people that visit your website and how relevant they are to your service and product. Quantity pertains to the amount of traffic your website receives.
But what does that mean for your business?
Save money on ads:
A significant advantage of SEOs is that you don’t have to pay for your website to come first on a search engine. If a website is well-crafted, then it will appear in the highest spots when a relevant search is made on google – without paying a price for it. Being one of the earlier results on a search engine also increases the perceived reliability of your business.
Find your target audience
SEO can help you target the audience that is most relevant to your services. If your page responds to the needs a customer expresses on a search engine, the likelihood that they will visit your website and use your services is a lot higher if your website is shown early. For this, having SEO is extremely important.
Stay ahead of competitors
Using SEO helps you improve your rankings on a search engine, and also helps you move above your competitors. Data shows that the first result on a page gets 20.5% of clicks, and by the fourth one, this drops to less than 9%! Moving up in search results make a big difference, and it also pushes your competitors lower.
Easy to measure
When you make changes to your SEO, you will be able to see how it impacts your website visits straight away! You can use tools such as Google Analytics which help monitor your traffic,
Digital transformation of a business allows you to reach a wider audience and makes interaction with your business a lot more appealing as it is convenient for customers. This will help your business grow and flourish in today’s atmosphere.
To start off your transformation, you need to know the rules. You should protect your business from cyber threats, and cover any legal essentials that are expected from businesses. Finally, even a digital transformation has real-world work health and safety concerns, so make sure you take these into consideration.
Next, you need to identify the right tools. Moving your business online requires the right software and tools that are most compatible with your business. This might take some research, but the more you plan ahead, the easier the processes from here onwards will be.
Your team members might be skilled in their own professions, but they might require some help to readily use the digital framework. Ensure that you are helping your employees with this change and keeping communication channels open to ease this process.
Your marketing plan will need to be updated according to this change. You will need to integrate your website, social media and other updates into the strategies you choose. This will also be a good opportunity to establish a brand and company identity. You may want to look into marketing tools which specialise in online marketing.
Place your products and services online in a way that is convenient, simple and easy to interact with. The simpler this process is, the more customers will be willing to come back.
Finally, keep updated with technology. It is easy to put these things together and forget about them. But to make the best of your digital transformation, you need to keep updated with technological developments, trends and keep your employees trained to utilise the facilities appropriately.
Businesses may be questioning whether they need to create a website if they have a social media presence. However, each plays a distinct role in the formation of a brand identity and therefore, both are important.
Social media is straightforward and simple to set up, with no maintenance costs. It allows businesses to build brand awareness and interact with their customers in a more casual and relaxed way. Social media is essentially an in-depth marketing strategy which allows for paid advertising and has the capacity to reach many prospective customers from across the globe.
On the other hand, businesses could spend many hours working on content that does not end up reaching the expected audience. A lot of time is required to continually create and post content which receives engagement and loyalty from customers. Although there are no costs with having an account, if you want your content to be targeted to your audience, this requires payments which can be expensive.
Although social media gives access to customers you might not have otherwise had access to, it is difficult to convert these interactions into sales or use of your business services.
Your website means you have full control of the platform. You can create a platform that reflects your business and your values. This also means that there are no external terms and conditions you are required to follow, instead, you determine those conditions. A website is also perfect for referrals, as it demonstrates professionalism and builds confidence in your business.
Owning your own website means that you are able to track all incoming traffic and monitor the characteristics of your audience. This will provide you with a clear indication of what facilities you need to have on your website.
However, maintaining a website that is heavy in content can be time and money consuming. There are also a lot more details to be weary about when it comes to marketing – but considering the amount of customisation you can have on a website, this is no surprise. Finally the design and set up of a website can be quite complex, and isn’t necessarily something you can or should tackle on your own.
In summary, you should have both a social media presence and a website. Social media is an excellent marketing tool but a website is the heart of your brand’s online presence.
Email campaigns are important because research shows a large percentage of both adults and teenagers regularly use email. Running a successful email campaign can significantly contribute to customer interactions and generate sales in the long term.
How to run a successful campaign?
- Know your goals: Email campaigns can serve various purposes including nurturing existing customers or welcoming new ones. The email itself should have content that is relevant to the purpose it is serving and encourages the recipient to take the intended actions.
- Build a targeted email list: Your email list should contain customers who are interested in your products. A simple way to do this is to ask visiting customers, both online and in person, if they would like to receive emails about new products and sales.
- Understand the types of emails: Promotional, relational and transactional emails each play a different role. Knowing what the purpose of these emails is will help build the email campaign to serve that purpose.
- Know your audience: Use your data to understand who your customers are and what they are likely to be interested in. This will help curate email campaigns that will engage the customer.
- Create engaging emails: The campaigns should be structured and designed in a way that they keep the customer connected. For example, if the campaign is promotional, the header should be eye-catching, followed by some of the best products, and finally, directed to the website where they can find other products in the promotion.
- Plan emails and follow-ups: The content, purpose and goal of your email will determine the frequency of that campaign and whether follow-ups are required. Often, this requires finding a balance between reminding the customer of promotions or actions they need to complete, and not overwhelming them with emails.