No, your most valuable employee is not that sales rep who just closed three deals. It’s not the kind-soul you hired for the front desk either. In fact, your most valuable employee is not a human being at all. The most value comes from where consumers make their first judgement: your website.
In the age of digitization, your online reputation is more important than ever. It takes a consumer one twentieth of a second to judge a website and make their decision on trusting you or not.
More than that, your site is the only employee who is reachable 24/7. Think of it as a company’s round-the-clock, ultimate audience management tool that can act as the number one, in-house converter.
Unless the user experience is unique, modern, and aligns with your buyer, you can expect a quick bounce off the page before it even has a chance to load entirely. Websites need to entice your audience and guide them through the buyer’s journey all while asking for minimal effort; there is a reason people choose to visit the site over making a phone call.
The internet is here to stay, and it’s best to join the movement than fight the trend. In fact, 67% of the buyer’s journey is now done digitally. Which means it’s time to bring your A-game!
What takes your site from okay, to okay-where-do-I-convert?
Where most marketing advice starts, know your audience.
A technology company’s aesthetic is going to be far different than that of a manufacturing company. Who you are trying to attract should be the basis for any content creation.
Establish enough background information to tailor content based on the interests of your audience.
How old are they? Where do they live? Did they go to college? Do they have kids?
There is a lot to consider when developing your hero customer, and though it may seem monotonous, it’s extremely important. A millennial college student consumes information much differently than a 60-year-old business owner.
Stay informative yet practical
No one likes a know-it-all. Keep your language conversational and to the point. You aren’t trying to sell the customer on a product, you are trying to inform them as to why you are the best alternative. Becoming a thought leader in your industry ensures and evokes credibility and trust.
Become a believer in whitespace and short sentences
That’s it. Really.
Paragraphs can be overwhelming and make your reader feel claustrophobic. If you think it’s too short, make it shorter!
Keep it easy
Let’s be honest, if a site is not easily navigable, you’re not going to stay on it for very long. Our attention spans are dwindling away and if your audience doesn’t feel engaged and at ease, they are much less likely to stay on your site and convert.
Track buyer behavior
The only way to optimize content is to know the history of your consumers. Lucky for us, Google makes this extremely accessible.
Continually adapt your campaign, content, and website to match what your buyer persona wants to see. Take on the mindset of the demographics your consumers possess and keep them engaged according to their interests.
Your website is your 24-hour brand management, sales, and customer service tool. It is the only employee who will be reachable at all times, meaning a clean, enticing website is critical to any successful business. All marketing efforts go to waste if the qualified traffic coming to your site don’t like what they see.
Adapt to your audience and produce content they would enjoy reading. Keep it simple. Keep it readable.
And always remember, you only get one chance at a first impression.