In the age of the internet, having a brand website is standard practice. The UK has the highest number of online shoppers in the world, with a whopping 38% of consumers making purchases over the internet at least once a week. Therefore, if a brand wants to succeed in the UK, it needs to create an online presence to cater to the changing market.
However, just having a website is not enough. The internet is rife with countless brands competing to get customers to click on their online platforms. So, to stand out among the rest, a company needs to invest time and energy into building a good website.
Given the countless web design programs permeating the internet, many assume that building a good website is a piece of cake. But this isn’t entirely true. A basic website is enough to start an online presence, but a quality online platform requires a lot of wire-framing, goal-setting, planning, and testing to create.
Thus, if your brand is looking to build a functional, trendy, and, most importantly, eye-catching online presence, here are 5 things to know before designing a website for your company.
A Guide To Building A Successful Company Website
When it comes to the basics of marketing, the prevailing belief is that a brand logo is the face of the company. But online, that role goes to the company website. The quality and look of a website directly impact how a user will perceive the company. For example, suppose a website is boring, not functional, and of low quality. In that case, consumers will associate those same qualities with the brand itself and turn to the competition to fulfill their needs.
Consequently, to avoid any negative impressions, a brand needs to keep its website as appealing as possible. Doing so may be tricky, especially for those with minimal experience in online marketing.
Nonetheless, if a brand keeps 5 simple things in mind when trying to design its website, creating an exciting online platform will be a walk in the park!
1. Having A Clear Purpose
When working on web design, it’s easy to get swept up in the excitement of all the colours, font styles, and banners. But, while an aesthetically appealing page is important, it’s equally important to keep things ‘on brand’. This means that a company should choose a website design that clearly reflects what the brand is about, its values, and the products it sells.
For example, customers looking to buy tech products may get confused by a tech company whose website contains cursive letters, bright colours, and bold headers. Therefore, a company should always make sure the look of its website matches what they have to offer. Usually, the best way to do this is to map out a brand beforehand.
Displaying a consistent logo, a set of colours, fonts, and a clear mission statement across all platforms helps a company create a consistent image for the target audience. As a result, customers will have an easier time understanding and recognising a business. Plus, a consistent image is the best way to raise brand awareness in a new market.
2. Functionality Is Key
A pretty website may be the way to attract customers, but it certainly won’t be what makes them stay. The key to long-term success with any online platform lies in its functionality. The internet has made the average user fairly impatient. Everybody expects web pages to load in seconds, and they aren’t willing to invest time and energy into something that looks difficult to navigate.
This is one of the reasons why online shopping has become so popular. It’s faster and much more convenient than an actual trip to the grocer. Not to mention that it can be done with just a few clicks of a button. So, having a website that is difficult to figure out defeats the whole purpose of making sales simpler.
And if a customer can’t instantly find what they need, they will likely give up and move on elsewhere. In the industry, this is called the bounce rate, and it can seriously impact a company’s revenue. But how does a brand avoid racking up a high bounce rate?
The answer is simple — by striving to make its website as user-friendly as possible. This could be as straightforward as implementing an uncomplicated interface, visible tabs, and a step-by-step guide on how to purchase. A website that looks amazing but doesn’t require effort to use will go a long way in keeping customers coming back for more.
3. The Importance Of Relevant Content
After handling the technical side, something else a brand should focus on is generating relevant content. As mentioned, users lack the patience for content that isn’t useful or not what they’re looking for. To keep their attention, a brand should display content that relates to its business and what it stands for.
For starters, a brand needs to make sure its website has all the basic features. This refers to a home page, a search bar, a ‘frequently asked questions’ page, products, and more. Having an ‘About Us’ section is also vital since it helps establish transparency.
Buying online is a bit riskier than buying products in a physical store since customers only have pictures for reference. Therefore, they want extra assurances that the business they’re purchasing from is legitimate. An ‘About Us’ section can help build brand trust and make customers more willing to give a company their money.
However, while a brand should include all the necessary features, it shouldn’t go overboard either. Too many pages can be equally as bad as no info since it can make customers confused and frustrated. Keeping the website simple and relevant is the perfect recipe for success.
4. Analytics Matter
An underrated aspect of marketing is analytics. Tracking the relevant data will give brands valuable insight into the website’s success. It will also reveal exactly what’s working and what isn’t, so brands know what to improve.
Thus, when building a website, a brand should keep track of the bounce rate. It should also look at how users navigate the website and how likely they are to eventually make a purchase while browsing the site.
To become successful, a brand needs to first understand its customers. This includes understanding their thought processes, interests, values, as well as likes and dislikes. Once a brand understands its target demographic, it can tailor products and the website to meet customers’ needs perfectly.
5. Calls To Action
The term ‘call to action’ has been floating around in recent years, especially in the context of Youtube. However, very few people actually know what it means. Fewer still understand how vital it is for raising brand awareness.
In simple terms, a call to action is meant to get customers to perform an action that is beneficial to a brand. When it comes to websites, in particular, this refers to calling customers to click the ‘subscribe’, ‘buy now’ or ‘download’ buttons.
These call-to-action buttons are useful since they help highlight what the brand wants customers to do. Plus, it helps remind them to interact with the brand without directly telling them to buy a product.
Another great way to increase interaction is to include taglines and headlines like ‘limited time offer’ and ‘expires on’ dates. These signs create an impression of scarcity. Scarcity always prompts customers to buy the product so they don’t miss out on a good deal.
Creating a successful website requires a lot of effort and hard work. However, the benefits are definitely worth it. A quality website can significantly improve a brand’s revenue. What’s more, it can also increase a company’s credibility and make it easier for customers to recognise the brand.