Before making our website more competitive, we should make sure that it really serves our visitors. In reality, this is a rather complex question and websites are more than just a tool to deliver our sales pitch. Website is about our business and it should show how great our products are. A website should serve our visitors and it should be built around functionality. Websites should speak consumers’ language. Websites should make consumers more confident about the business or the products. They should gain more information that can encourage them to come back again. Websites could compete well if they allow the opportunities to interact with the brand. Yes, websites sell the product for us and we should make sure that they do that effectively. Websites should be able to nurture relation based on trust. Unfortunately, many websites devote much of their resources for the framework. They may have oversized taglines and logos. There are the supposedly trend social media widgets and the navigation is based on multiple tiers structure.
We should be aware that many of these things would only represent the website itself, instead of our branding and products. Fancy widgets and intricate navigational structure could become distractions, instead of emphasizing our products and brand. In this case, it may be comparable to amazing frame that looks more impressive than the painting or photograph. Our website’s framework shouldn’t steal the spotlight from our content. Instead, we should make sure that the website is properly unobtrusive and streamlines. If we want our website becomes more exciting to users, we should try to make consumers forget that they are using the website. In general, the framework and other non-content elements shouldn’t occupy more than 20 percent of the layout. In this case, we should apply sound organizational structure. In today’s marketing space, content is still the catalyst of growth in business world. Websites should depend on unique and high quality content. Our content should be able to build trust and motivate buying decisions among consumers.
We should be aware that our content is more than just a copy of our marketing material. Our content should be consisted of product descriptions, images, videos, reader comments and customer reviews. These elements should help customers to properly connect with the company and the brand should interact with consumers in a more intimate level. Over years, consumers will be more interested in our products if they think that every sentence of our text and each image are valuable. Good websites also represent their clients and in a consumer-driven marketplace, word of mouth still plays a significant contribution.
In the end, we should make sure that our website will stack up to the competition. We shouldn’t fall into the trap of adding all the bells and whistles that don’t contribute to the overall experience. Our website should be designed to serve the growth of our business. Our consumers will try to shop around and it is important for to scrutinize all the important elements.