Crucial features of a successful website 26 May 2005
Your marketing strategy has worked, time spent on search engine optimisation has paid off and customers are arriving at your site. However, like job interviews, getting that first contact is just beginning.
For a visitor to turn in to a customer, successful websites share some crucial features. Here we look at ten simple steps that can mean the difference between a user staying around to have a look or going off to a competitor.
Offer contact information
Credibility is crucial to any website trying to build a trusting relationship with a potential customer. Contact information should include your email address and mailing address at a minimum, and a telephone and fax number when applicable.
Show samples of products or previous work
Photographs and descriptions of products and previous work will also add trust and show your ability to do what you claim you can do. It also adds interest and colour to your site while still being relevant.
Offer the ability to shop or order services or information on how to
This might seem a given, but if customers can't find out how to acquire your products and services quickly and easily they will shop elsewhere. Clear headings, security information and clear guarantees are the watchwords here.
Post news and announcements
A page or section on company news and announcements again adds to trust but more importantly shows users your site is well maintained and up to date. Industry news can also help attract and keep visitors as well as improve search engine optimisation (SEO).
Supply company information
Adding company information such as a background history on the business and the management team lets people know whom they are dealing with and helps build relationships in a sometimes faceless medium.
Advertise employment opportunities
Good staff are crucial to any company and your website is a great tool for advertising vacancies. If there are no vacancies say so but add contact information for the very keen.
Design for simple navigation
Probably the most important item on this list. If the navigation on your site is difficult to understand or follow, your visitors may never find any of the information you so carefully put together. Think about clear headings and structure with information that's easy to scan.
Offer support
This includes product information, troubleshooting help and Frequently asked questions (FAQs), and is a basic customer service provision. Customers will appreciate the ability to easily access help and solve problems quickly, without fuss and phone calls.
Give guidance
Use your website to give guidance on where to find products and services and how they can satisfy a need or desire or offer solutions to problems. In short, remember to sell your services and show what you can offer.
Keep it focused
As well as offering relevant information that's easy to find it's important to keep the website focused. Throwing in unfocused content adds to load time without adding to sales potential. Regularly review content and make sure it adds to the site and is up to date.
