Having a website just to mark a to-do off of your business’ marketing checklist isn’t enough anymore. In this day and age, your online presence can make or break your business goals. When customers research your business online, they’re looking for a website that stands out amongst the crowd and clearly represents all facets of your business. Specifics such as cohesive branding, seamless user experience (UX), and clean site navigation are what keep people scrolling.
So, now that you’ve taken a look at your site and realized it may not be up to current marketing standards— let’s jump into the question of whether you should be investing in your website and how doing so can upgrade your entire business profile and even increase your profits/customer base.
Refresh Your Business Brand
Your brand is what draws people to your business. Colors, text, and logos are an important part of your overall branding, but there’s more to that. Your business’ branding is what sets the tone and message for your customers. With this in mind, you are able to have more control over how customers perceive and recognize your brand.
A website is imperative to maintain and keep up to date with a design that is timeless, using visuals that are not only eye-catching but draw your users’ focus in the right direction. When your website’s branding looks clunky, disorganized, or outdated, people are more likely to click off of it and move on to a competitor.
Investing in a professional website gives you the perfect opportunity to update your brand. Professional web designers can play around with new colors and renditions of your logo or explore themes that can modernize and increase the drive of your online presence. They are equipped to revitalize your branding, knowing the current online design trends. We aren’t saying you have to completely redo your brand with a new name, logo or color palette—but being open to expanding your options can make you successful in the long run.
Create Content & Organization that Performs
Has it been a while since you’ve visited the backend of your website? Would you say that you’re fluent in the inner workings of your website to update content? If you log into it now, it may be a bit daunting— especially if you’ve been adding content but not necessarily monitoring or maintaining the old.
On-Page Content that Stands Out
Take a look at your current website. How much of the content is up-to-date and accurate? Outdated content could span from old events, outdated information, or even COVID-19 business precautions. A new website lets you start from scratch, allowing you to really dive into the messaging and tone you want to communicate to your customers while updating your content at the same time.
The right tone of voice and verbiage matters. If your primary audience consists of industry professionals, you may want to ensure your site content has a more polished tone full of rich, technical keywords that you know they’ll be looking for. However, if your audience is the general public, perhaps your tone is more friendly and warm with content that is communicating in simpler terms.
Cleaning Your Site Navigation
New content not only consists of paragraph text and headings, but also includes redoing your site’s main navigation. This can be your customer’s lifesaver! When refreshing your navigation, it is important to be strategic. Think of your industry’s keywords, your services, the amount of content you have, what actions you want your users to take and more. A helpful way to do this is to try and look at your site from your customers’ perspective. What would YOU want to see or be easily accessible?
Once your content has been flushed out to be clean, inviting, and full of the right keywords, your customers will spend more time exploring your site and interacting with your calls to action. You can say “goodbye” to a once cluttered and convoluted site, and “hello” to more lead generation and sales.
Get More People to Find Your Business Online
Ever wondered how sites rank on the first page of Google? It’s not always just simple “brand recognition” or “big name” companies. Those businesses work to make sure their website content is rich in SEO tactics and consistently updated to stand up to Google’s ever-changing algorithm. While investing in a new website, your web rankings can improve thanks to the support from web-industry and SEO experts who are taking care of your site with the knowledge of Google’s changes in mind.
Keywords & Metadata
It’s important to have relevant information and content about your business on your site, but it’s even more important to make sure that information includes keywords that your customers are actually searching for. Put yourself in their shoes, what questions are they asking Google to help them find your listing? Are they looking for a specific service or product? Information on “how to do” or “where to find” something? Professional content writers can easily manipulate your on-page content to fulfill your business-specific keywords, so that you can start ranking higher on search engines.
To dive deeper into keywords your competitors would be ranking for, a simple Google search can be sufficient. Google your products or services you offer and pay close attention to how your competitors rank and what kind of keywords are commonly used across their site. You may also find that as you type in a search query, it begins to automatically fill in with a question.
With these auto-fill questions, Google is showing you that these are most frequently asked by your customers. Is there somewhere on your website that you can answer this? If so, it is a great opportunity to incorporate this keyword into your content and earn more clicks.
Another often-overlooked component of a site is its metadata. Writing professional titles and descriptions are important in improving your rankings, when written with SEO in mind. Google will read the metadata you set for each of your pages and, if those titles and descriptions are relevant, follow guidelines on length and are done well, it will deem your site more credible and rank you higher in organic search results.
Make Doing Business with You Easier
User experience is incredibly important but also very complex. It ties in all the aspects of a website (content, design, development) and requires everything to be held to a high standard in order to not only rank well in search engines, but for customers to interact with as well.
Professional web designers, content writers, and developers are all highly versed in the technicalities of UX. Which words are users most likely to interact with? Which design draws the users’ attention more? Which type of page scroll is needed for better accessibility? All of these questions and more are what web teams ask themselves when building a professional website.
When your website becomes user-friendly, it can unlock a whole new side of the online world your business has yet to touch!
Invest In a Professional Business Website
Taking your business’ online presence to the next level can feel exciting as well as very intimidating. Let Webspec take on the responsibility of building out your new professional website for your business! Whether you want to be heavily involved or not— we can create, design, develop and implement the best web industry standards to your site!
Contact us today and let’s get started on upgrading your entire business!
