One of the principle goals of any good website should be originality. You want visitors (particularly those who are potential customers or clients) to look back on your site and remember something. That being said, there are a few things that virtually all successful websites have in common. Here are a few of the goals that you should strive to accomplish with your company website.
- Sell your product/service. You don’t literally need to make an online sale, but you do need to focus on “selling” the idea of your product or service. By the time a visitor leaves your site, they should have an intention to visit your business, make a purchase, or at least return to your site at a later time. If not, you’ve lost that lead.
- Make a value proposition. So how can visitors be sold on a product or service? You need to focus on them. What can your company do to improve their lives or their businesses? This is the primary question that you should answer.
- Tell your story. Your own company’s story is important, and although it should take the back seat to your customers’ needs, it is still worth telling. No customer is going to make a decision based upon your story, but it just might be a tie breaker or a contributing factor.
- Show off your past work. Giving photos, testimonials, or other examples of your past work is a great way to give potential customers confidence in the product or service that you are selling.
- Educate and advocate. Whether directly through web content or through blog posts, you should strive to educate potential customers and advocate for your industry. This is a great way to improve your search engine rankings while also establishing yourself as an online authority; two accomplishments that are bound to translate into real-world results.
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