There is no denying that an aesthetically pleasing website is an important part of your company’s online brand and reputation. After all, an “ugly” website certainly won’t attract many buyers, and when it does, they are likely to leave for a more attractive site. Sinking all your time and effort into making your website pretty is a recipe for disaster, though. There’s more to increasing your company’s revenue than aesthetics. Here’s what you should know.
Assume for a moment that you have created the most beautiful website that has ever existed in your industry and/or niche, and a visitor is immediately taken aback by its overall design. Now imagine that this same visitor wants to find out his or her options for pricing but cannot find a link or menu to click to get there. The average visitor will only spend a few seconds at most looking for that link before leaving to search for a competitor. Your website must be as user-friendly as it is pretty if you want to increase your revenue.
User friendliness incorporates many different parts of a website, too. Navigability is only part of the equation. You must also consider things like loading times and the number of clicks it takes to get through the checkout process if you really want to make your site as friendly as possible for your visitors.
Part of increasing your revenue involves showing visitors that you are better than the competition, and in order to do that, you must become an authority in your industry. For this reason, authoritative content is an absolute must. If your content has grammar errors, poor spelling, or even bad formatting, you are hurting your reputation more than you are helping it, and there’s no amount of aesthetic pleasure that can make up for bad content.
Make sure that your content is relevant to the page’s URL, that it offers helpful but concise information that will benefit visitors in some way, and that you haven’t gone overboard with keywords or other SEO that makes your content seem plastic instead of organic. You want your visitors to see that you really know what you’re talking about, so watch out for common errors and make sure your content is perfect, whether it’s your web page or your blog.
Finally, if you really want your brand to grow – and your revenue to grow along with it – you must start with a product or service that is of value to your visitors. Highlight its features clearly on the front page and be sure that you focus on the features that your competitors don’t offer. This is what will really grab users’ attention and make them want to learn more about whatever it is you’re offering them.
In some cases, companies that lose out on revenue and growth have some of the best products in the industry, but they’ve failed to make that known to the consumers who are most likely to buy them. If you offer the best CRM software in the world but you don’t let people know why it’s the best, you aren’t likely to sell it, and another company offering subpar CRM software is likely to outdo you – all because you didn’t show your visitors why yours is better.
Your website is a crucial part of your marketing campaign, and it’s important for your website to look professional and pretty. If you haven’t adopted the right mentality toward your company and its growth, however, there’s no amount of aesthetic pleasure that will overcome bad content, a lack of user-friendliness, or a failure to properly highlight the products and services you offer.