Every single company needs a website as a basic marketing requirement in the modern age. It doesn’t matter whether you are a large company that has many working locations across the country (or in multiple countries), or a start-up business owner working out of home and with no employees. Without a website, how are your customers and potential customers supposed to get to know about your brand, service, products and company ethics?
A successful company understands that for the marketing endeavours of a brand to be effective, there has to be fluidity between different areas of the strategy. Utilising data that is collected (with consent) from websites and other marketing practices ensures that you can continuously tweak and improve your marketing strategies, targeting the right type of potential customer and maintain a happy core base of loyal customers at the same time. Your website is the heartbeat of your marketing in the modern age. It is likely that all other aspects of your marketing literature, social media profiles and other areas, will funnel customers back to the website.
It is the place your customers and potential customers are most likely to visit and experience your brand in detail for the first time. There are a few ways in which you can ensure that your website is maximising its potential to lure new users into becoming customers and that current customers are happy with the customer service levels provided. Constantly testing, tweaking and evolving the company website will help you to ensure your brand is relevant and ticks all the right boxes in terms of online marketing strategies, usability, SEO and search ranking potential and an easy journey for your customers to go through in order to reach your intended destination (either direct communication with a member of your customer service team via website, email or telephone, or a direct purchase through the website itself).
Improving usability is a massive part of building an effective website. If it is difficult for your user to understand where you want them to go to on the site, or how to find information easily, you’ll lose them within seconds. It really is that important and that short a space of time before a user bounces away from the site unhappy. Usability is not just about the indicators and key benchmarks of where you want a user to go in order to make a purchase or contact your team, it is also about how the design looks and how simple it is for a returning user to understand immediately how to use the website again.
Testing usability and other factors relating to your website should be conducted on a regular basis. This begins in-house, from the team that developed the website, to you and your employees. Over time, as your company grows, a way of including customers in the family and making them feel important could be to allow key returning customers access to beta versions of updated websites, or the chance to give feedback on a regular basis. Professional auditors can also provide you with an accurate and honest assessment of your website and other marketing endeavours to ensure that you are fully prepared to improve on a continuous basis.