The worst possible business decision you can ever make, is to plan and roll out a grand opening without actually being fully ready. It’s like planning a wedding without a bride, it’s like having a baby shower without announcing the pregnancy, and it’s just not good business. Well, at least it shouldn’t be. If you really want to impress your audience, take the time to ensure your website is ready for them.
Responsive and User Friendly Web Design
A website that is easy to search and browse will win brownie points immediately. People don’t want to click around and get confused about how to buy something or wonder exactly what they are supposed to do on the site. Don’t make it harder than necessary for your website visitors to engage with your content, and act on your calls to action. This means that you should follow traditional design principles if you want to maximise conversion rates, this means having the home button top left (top vertical menu) and the contact us button on the right (bottom vertical menu) as regular website visitors understand this and expect it.
Contact Information Updated (and Possible to Find)
For the best results ensure that your contact information is on every page of your website. You want to make it very easy for your site visitors to contact you when they want to. There is no point in hiding this information. In fact, it’s downright stupid and bad for business if you do. Most people look at both the top of the website and the bottom in the footer for contact information. Don’t try to be clever; call it Contact Me or Contact Us. Then provide multiple ways to be contacted and I personally like to see a physical address on a website, I know the modern trend with a lot of businesses is not to include it, but to me a business that hides its address has something to hide, so my advice is to include full contact details.
Utilise Social Proof
Social proof is what makes your site look trustworthy at first glance, if other people have liked your site and content, and if they can easily get to your social media pages from your website, they’re going to be more likely to trust you. It’s just a fact of human nature – the more people who “like” you or “follow” you, the more others will want too. Making it really easy for others to share your information will help your business so incorporate the tools that allow your website visitors to do this easily.
A Standout Call to Action with Clear Intentions
The main failing of almost every website is that they are missing out on multiple opportunities to place their call to action. They are also not being clear about their intentions and wants to their site visitors. People are really savvy today, they know you’re trying to earn a crust and there is no need to try and hide that fact. There is no need to go to the other extreme also and come across as your stereotypical used car salesman either. The size, wording and even the colour of you call to action can make a huge impact and I would advise any business serious about conversion rates to utilise both AB Split Testing and Heat Maps to ensure you get this spot on.
Test Everything and then Test Again
Nothing is worse than rolling out a new product or service and generating loads of interest to then find out that the website doesn’t work. When you launch, everything should work. Look at the bad rap that Health Care Reform got when the Affordable Care Act (ACA) website crashed and people could not sign up for insurance. It was a travesty that should not have happened. Agree or not agree with ACA, the website should have worked. It should have been tested. Do a better job and test every single aspect of your website to be sure it works and then test it again just to make sure.
Everything, down to the colours and images you choose on your website, should be created with your target audience in mind. When your audience visits your site for the first time, they should feel as if they’ve found the destination that they wanted when they conducted utilised the search engine to fine you.