If you have business website that struggle to find new customers, then you landed in the right page.
In this article, we will talk about how to improve your online presence in just a few simple steps.
1. Do You Have A Clear Head Goal?
It all starts here: set a goal and try to understand what is the most effective way to reach it.
When we talk about corporate sites, as in this case, the objective is clearly always the same: to acquire new customers.
What we need to do when a user arrives on our site and starts browsing it is to try to channel it with the right reasons (without deceiving it) to the contact form to request a quote, or at least for a first informational contact.
The concept, in principle, is to ensure that your site operates with the same dynamics as a landing page even if it is composed of multiple pages and presents a navigation menu.
2. Make People Understand What Your Business Is About
The first goal when a user lands on your site is to let him know that he is in the right place and that he will find exactly what he was looking for, so as to prevent him from leaving the site as soon as he arrives.
A simple trick to understand if your site works from this point of view is to let your home page look for a few seconds to someone who doesn’t know what you are doing and then ask them to explain what it is about.
On a practical level, my advice is to try to be very clear, and at the cost of being a little boring, to manage the contents of the above-the-fold area (the one immediately visible without shaking the page) in this way:
- Title in large letters in which in 5/6 words you explain what you are doing.
- A short description in which you explain better what you do and what your services are or clear and coherent claim.
- A supporting image, a video or an illustration consistent with the message you want to convey.
- A call-to-action (for example, “get a quote” button), clear and simple that explains itself.
CalhounSuperStructure.com is the perfect example that reflects all these suggestions:
3. Website Structure and Navigation Streams
Study a simple and straightforward navigation flow to prevent your users from getting lost in your pages and end up leaving the site.
Put the main menu in full view and organize it so that your user can reach all the pages of your site with just one click (or at most two). You can do this by entering submenus.
Study a path that takes users wherever you want, try to answer in the right sequence the questions that will be asked as you read the contents of your site and enter on your way targeted call to action so as to direct them to the information request form.
Check that there are no dead pages on your site: each page must lead to the main action you want your user to make, or contact.
Let’s take a practical example of a basic structure.
The homepage must be a sort of summary of the whole site. It will contain an area above the fold as described in point #2 and a series of sections that summarize, one by one, all the pages of the site, so that already alone can give the information that your user needs to decide.
The main function is to make the user understand that not only he did find what he was looking for, but that your company is tailored to him, that the geographical area in which he operates includes his position and that he can trust. Here, reviews are welcome and customer logos for which you have worked.
Depending on the field in which you work, this can be a more or less extensive section and must give all the information you need to let users make a decision.
Together with the home page, this is undoubtedly the most important section of your site. Therefore, enrich it with technical sheets, descriptions, good quality images, videos, prices and everything that can remove the doubts that separate your visitor from contacting you.
HydroSolar.ca is the perfect example of what described above, with all the correct elements in place:
On this page try to highlight the contact method you prefer, which obviously depends on the field in which you work and the size of your company.
Put an information request form in the foreground with as few fields as possible to avoid frightening the user.
Remember that many people still prefer to call. So, if it’s manageable for you, highlight a phone number as well.
Avoid all other useless data or otherwise put them in the background.
If you work locally, another thing to consider is the map to reach you. Use Google Maps! In this way, your user can set up the phone’s browser and reach you with a click.