Date: 3/7/2024
Author: ahmed kadry
A business's
online presence has become a virtual storefront in the current digital age,
inviting scrutiny from clients, competitors and collaborators alike. As a
discerning business leader, evaluating websites has become second nature as it
can help you glean insights into industry trends and gauge the competition.
However, amid the hustle of website design, certain pivotal elements are
occasionally overlooked—and these seemingly minor details can wield significant
impact.
Here, point out the often-neglected facets of
business websites that carry the potential to elevate brands, foster engagement
and drive conversions, underscoring their importance in portraying a
comprehensive and compelling digital image.
1. An
'About Us' Page
Companies quickly move away from having an "About
Us" page as they grow. For some reason, we have a learned bias that tells
us that we must become less personal to be more professional. The truth is
information, such as the personal stories of the company's founder(s), its
geography and its origin story, is always important. That information helps a
potential buyer feel personally connected to a brand.
2.
Employee Photos
One element companies often omit but shouldn't are pictures
of real staff. Websites full of stock photos lack humanity and authenticity.
Showing real people, with names and titles, transforms an impersonal corporate
site into a relatable, trustworthy place. Your site reflects your brand. Unless
there is sensitive work, include staff shots.
3.
Customer Feedback
One element that companies often leave off their websites
but shouldn't is customer testimonials or reviews. Incorporating genuine
feedback and testimonials from satisfied customers provides social proof and
builds trust with potential clients. It demonstrates that the company has a
track record of delivering quality products or services and will leave a
positive impression on visitors.
4. An
Informative Landing Page
Companies should highlight the most compelling and
descriptive information about themselves front and center on the home page. A
website viewer should know what the company does and what makes it unique in
the first viewing of the website. Otherwise, it is more difficult to keep the
attention of the right people and have them click through to other pages. The
first impression is the most important.
5.
Customer-Centric Content
I see too many sites talk too much about themselves, their
history and about why they are so great. People want to understand how your
product or service will leave them better off, but most websites miss this
opportunity to make their customers the hero. Aim to answer a simple customer
question: What's in it for me?
6. A
'Contact Us' Page
It is important for companies to provide a straightforward
way for visitors to get in touch with them, whether it's for inquiries,
customer support or any other reason. A well-designed and easily accessible
"Contact Us" page can foster trust and encourage potential customers
to reach out.
7.
Contact Expectations
Almost every website has a "contact us" form to
complete, but most don't tell you how they will communicate with you once the
form has been submitted. If the client expects a phone call but the company
communicates by email, the result may be a missed opportunity for both the
client and the company. Set the expectation!
8. A
Purpose Statement
While many websites contain mission or value statements, a
purpose statement is less common but still important. It defines why your
company exists to your stakeholders and what makes it unique, along with the
core values. It elaborates on your guiding principles and potential for social
impact. It also helps strengthen your brand when consumers can see how your
company is different.
9. An FAQ
Section
One element that companies often leave off websites is a
comprehensive and easily accessible FAQ section. Including an FAQ section
addresses common questions and concerns that visitors may have, providing them
with valuable information and saving time. This not only enhances the user
experience, but also demonstrates transparency, builds trust and reduces the
need for customer support inquiries.
10. A
Space To Provide Feedback On New Features
As companies grow, they add new sections to websites to
introduce new services and products. While marketing, sales and customer
service second guess the effectiveness of the new material, they tend to not
capture how customers will respond. To solve this problem, be honest that the
material is new and ask visitors to give you feedback on the quality of the new
content.
11.
Product Or Service Explanations
From evaluating startup companies and those with Series A
funding, I often find that their websites don't provide the full extent of
their product and service lines. This makes it very difficult to explain and
justify their value proposition to a broad group of investors and prospective
clients.
12. User
Accessibility
Website accessibility is essential to ensuring that the site
is accessible to everyone. Making a website accessible is no longer optional
anymore but a legal requirement for most businesses. Unfortunately, this does
not often receive the attention it deserves and is treated as an afterthought.
13.
Human-Centric Content
Companies often focus on showcasing their products or
services but sometimes they also need to highlight their team, values and
culture. Featuring these elements brings a personal touch, builds trust and
differentiates the brand in a competitive marketplace. Showcasing the
"human" behind the business is always beneficial.
14. Core
Values
Companies often neglect to include their core values on
their websites. This crucial element builds trust, aligns with customers'
values and distinguishes your brand. Communicating your guiding principles
creates meaningful connections and attracts loyal customers.
15.
Customer Success Stories
While testimonials are undoubtedly valuable, combining them
with customer success stories adds a significant level of depth and
credibility. The combination of testimonials and success stories creates a
website that not only captures the voice of satisfied customers, but also
delivers tangible proof of the transformative impact your business can have.
16.
Bonding Language
To sharpen your sales tools, the goal of the website is to
put your visitors at ease. We frequently forget to direct the message to our
clients instead of ourselves. One element to establish a stronger connection
with your audience is that the website should use “you” instead of “we” to
establish a stronger connection.
17.
Educational Content
When developing a company website, one thing that most small
businesses must not overlook is educational content. This will not only
demonstrate how informed they are and their level of expertise as specialists
in that sector, but will also help them rank on search engines such as Google
or Yelp.
18. A
Clear Call To Action
One often overlooked element is a clear call to action
(CTA). Whether it's to purchase, subscribe or contact, a compelling CTA can
guide visitors toward meaningful engagement with the business.
19. A
'How To' Or 'What Is' Video
I believe there should be a video that explains the
"how to" or "what is" story on every website. Additionally,
I would advise deploying a chatbot that responds to general questions and
connects the customer with a support or sales agent as soon as the customer
understands the brief and wants to know more.
Copyright © 2024 | Ahmed Kadry
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