Your website is your potential customer's first impression of your business... so don't let it suck. Today, people know what they're looking for and find it on the internet. Need your carpet cleaned? What about someone to do your taxes? Just Google it, and you have an extensive list of these services at your fingertips. Now what? You probably check out a few different websites, right?
This is where the first impression comes in. Your potential customers are essentially speed dating with different companies to decide which one is right for their needs. An ugly, slow, clunky website can feel like a really, really bad date. Just like first impressions on a blind date, you have a few seconds to make a good (or horrible) impression with your potential customers. If your site is hard to navigate, visually unappealing, or just plain slow... there's a pretty good chance you won't be getting a second date. You want a call the next day? Then you better make sure your website is functioning efficiently. Here are a few tips to make sure your website is charming your customers:
1. Don't fill your site with clutter
Open space, or "white space" is important. Having too much text clumped together, an overload of pictures, or billions of ads makes your site look messy and unreadable. Make sure you utilize the white space on your website to prevent your customers from feeling overwhelmed. They'll give up and move on if they can't immediately determine what's important and what's not.
2. Format your site to be easily navigated
Your website shouldn't feel like a maze. There should be a few tabs that direct visitors to appropriate pages. By a few, I mean 5 or less. It should be very clear what your visitor can find on every page; they shouldn't have to go on a scavenger hunt to find your contact information or reviews. Your site should be clearly mapped out to point your visitors in the right direction. Don't get too complicated, this is a first date remember?
3. Make your website mobile friendly
The majority of traffic to your site will most likely come from mobile devices, whether that's an ipad or a cell phone. Even if your site looks beautiful and polished from your desktop, it might look crappy on a phone. If your site isn't usable from a cell, you'll be sorry.
4. Remember the difference between there, their, and they're
Basically, make sure you quadruple check every bit of copy you put on the website. Nothing says "unprofessional" like incorrect grammar. Everything should be spelled perfectly and there should be no formatting or grammatical errors. Make sure your website looks and sounds as professional and trustworthy as your company is. Nothing will make somebody write you off faster than fixable errors.
5. Don't keep people guessing
Nobody should have to dive 4 pages deep to figure out what your company does or where you're located. Let your home page deliver the most basic, important information. Everything else should be found on other pages (that are easy to find on your navigation bar). There is a time and place for mystery, but it's not on the home page of your website. The home page gives the very first visual impression- it should be clean, readable, and say the important things about your business. Think about it like your outfit choice on a first date. It will say a lot about you, but not everything. People can dig a little deeper if they like what they see, so don't throw everything at them at once.
Your site should leave your potential customers wanting more, not trying to climb out the window of the restaurant's bathroom to escape the discomfort. If your website isn't generating traffic and converting leads, it's probably time for a makeover. Update your website. Get the second date.
If this was helpful, check out our blog explaining how to tell if your website is actually losing customers!