This is Paul. Paul and his business partner, Rita, recently started a new business. They did all the usual open-a-business tasks — rented an office, bought high quality office furniture, hired a graphic designer to create a logo, and had signage made. All these elements helped create a professional image that would gain the notice of the customers they’re seeking.
Paul and Rita knew that their website would be a critical part of their clients’ first impression, so they took a few steps to create a site that would fit their image and augment their other marketing. Three items were top on the list.
- Keep a consistent look
Paul and Rita worked with their website designer to choose colors and fonts that were consistent with the overall look of their office decor, signage and brochures. Since many businesses have similar names, it can be difficult for customers to be sure they’re on the correct website. Paul and Rita branded the site with a look and feel that easily identifies their company.
Whether you’re creating a new site or sprucing up your current one, be sure the look and feel of the site clearly identifies your company. If you have brochures or other print materials designed, be sure to coordinate them with your website by using similar images, fonts and colors.
Make it easy for customers to find what they want
Paul and Rita took the time to draw a map of their site before they started on the design. When creating your site’s structure, think like your customer. Be sure he can find what he’s after within a few clicks. What’s important to you may be just peripheral noise to them. For example, your company history may be long and colorful, but your customer may not think so when he’s looking for your services right now.
It’s common practice in website layout to use the footer on each page to display a map of your site and the information a visitor may want quickly. This serves both new visitors – the ones who have never seen your site before – and return customers who know what you have to offer but want quick information, such as your phone number.
People want to be informed before they call. Having previously worked in their industry Paul and Rita were familiar with common questions about their services. You probably answer your customers’ questions every day either on the phone or in person. Make sure each of these questions is answered thoroughly on your website. The benefit of this is two-fold: you’ll spend less time answering the same questions multiple times and Google will have a better idea of what you do, therefore giving you a better position on the search results page for specific topics.
Google’s newest algorithm is actually designed to answer questions asked by humans in a conversational tone. Where ten years ago, someone might type “plumber” into the search bar, it’s become common now to use longer phrases. If the question “How can I make my water taste better?” is answered on a plumber’s website, Google will be more likely to display that page in the search results when that question is entered in the search bar.
These are just a few of the ways you can make your site work to draw the right customers to your website.