People say that you don’t get a second chance to make a good first impression.
The problem is, when it comes to websites, you can’t please everyone. A recent survey found that;
- 90% of people have left a website because it was badly designed
- 93% of people have left because a website didn’t load quickly enough, and
- 93% of people have left a website because it didn’t display properly on their device
What you can do is squash their anxieties and assure them that you are a trustworthy business.
We’ve summarised some pointers you can use to immediately improve your existing website.
Professional website design
Whether you’re just considering it, or if you already have a website for your business, you must ensure it is clear and well presented. Customers know when your website hasn’t been designed professionally.
Make it easy on the customer
Huge fonts, small fonts or too many different fonts don’t make your site look good. Similarly, spelling and grammatical errors can make the reader think you’re unprofessional – you must proofread any text you put on your site. Keep it clean, simple and easy to read.
Use customer testimonials
Word of mouth is key – most people trust fellow customers more than they trust ‘experts’. Having a few short quotes from previous clients makes new customers feel at ease. However, don’t fall into the trap of going over the top – no one likes a show-off.
Lack of company information
Customers want to know the basics: email address, phone number, and postal address or location. Many people like to use local suppliers, you could even upload a map, or a link to an online map to ensure your customers find you.
Websites that aren’t updated regularly – or at all!
73% of Web users say that knowing a website is frequently updated with new information is a factor in their choice to visit it. If you don’t update your website regularly or haven’t updated it recently, your customers will notice. Regular updates to your site should be part of your SEO strategy, to help boost you up in the search engine rankings.
A visual mismatch
Pick a colour scheme and images that match the branding of your organisation. Likewise, pick professional-looking images – DIY photos on your website probably won’t make your customer think you’re the expert. Misplaced pictures and colours could confuse your customers and disengage them from your site.
A website that isn’t intuitive to navigate
77% of Web users say they won’t stay at a website that they find it hard to navigate. Make sure that your website has a sitemap available. It’s also a good idea to have a search field – often found at the top, or in a sidebar – so that users can quickly find what they’re looking for.
Include a thorough FAQ page
Customers like to have their questions answered quickly and in a straightforward way, and having an FAQ section on your website could save you valuable time by not having to answer ad hoc queries. Great for the customer, great for you – everyone’s a winner.
Use trust logos
If your business has been accredited by a professional body, make sure your customers know about it, and post the logo on your website. Likewise, if you have any relevant memberships. You should also, do the same with secure purchase symbols – all these things make your business look more legitimate and help the customer feel at ease.
Absence of policies
People want to know what you plan to do with any information they enter into your website. For people who shop online, 54% report they have become more likely to read policies on privacy, returns and other matters. But don’t go overboard; short and sweet is better than long and detailed.
We’ve also written about how you can then promote your website using a list:
68 Ideas for your Advertising and Marketing.
If you’d like to discuss how your website could be enhanced, don’t hesitate to Get in touch today.