With the coming of age of the digital revolution, it is now a requirement for businesses to establish its presence in the Internet. With consumers increasingly searching for information online and ecommerce being the norm for retail transactions, having a website is no longer enough, the crux is to build an effective website.
By being effective, a website has to first provide enough information for consumers, then engage and lastly encourage consumers to purchase the product or service.
There are 5 components of an effective website.
Whether it is a brick and mortar business or an online business, the foundation for any business is still trust and credibility. It is only when trust is built, will the consumer becomes a recurring customer and this can further enable a brand to expand its reach. Thus, the essence of a website is to enable the business to connect with and establish an impression of trustworthiness with its customer online.
How can you build trust in the digital landscape?
You need to show your potential customers what your business is about and get testimonials/reviews from other customers. The information presented needs to be as close to reality as possible. As such, a sincere and humble copywriting style tends to build more rapport with your potential customers.
When you have built trust with your potential customers, the next natural progression is interaction. Get your potential customers to do something with your business! Start with something small. For example, download an eBook. Get their email address and you can start a newsletter or organize an event to meet your potential customers.
Most business websites basically just provide information and a certain interaction with customers. However, this is not enough. The key focus of an effective website is to generate traffic. Without any visitors to your website, any good content from the website is wasted.
There are two ways to generate traffic. They are paid and organic.
Paid traffic involves Google AdWords, Facebook marketing or Pop-up ads and etc. Organic traffic involves submitting sites to popular Search Engine, Link building, word-of mouth and etc.
Know who are your visitors
Once you are generating traffic, the next important thing is to track your website’s pages. This is to help you analyze your website so that you can improve on it. By tracking your website, you will know vital statistics such as who are your visitors and how they get to know your website.
A website is only good if it is current. When a website’s information becomes outdated or irrelevant, it is hard to build credibility with visitors. Always update at least once a year to refresh information.
Mei Ping is the founder of Joucads Communications. She obtained a BA(Hons) in Advertising Design in Lasalle College of the Arts and has 17 years of work experience in the Arts/Creative field. She started building websites since 1998. As the internet landscape keep evolving, she picked up her digital marketing skills when she becomes an affiliate marketer in 2014.
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