Obviously, the purpose of your website is to lead consumers to your business and convert them into customers. Some people say they want their website to make their businesses look larger. During my research I have found that most business experts agree that a small business should tout their smallness. Small businesses are able to speak to consumers in a much more personal way, reflecting their understanding of the local market and the personality of the owner.
Consumers today have the ability to really get to know companies if they have websites that show customer reviews and about us sections that are complete.
Converting searching consumers into customers is harder today than ever before but if you take the time to give the consumers what they really want to see, it will most certainly pay off.
Here are 10 important things that you should consider when designing a website.
- What makes your company unique
What differentiates your company from the big box stores or the store down the street? Let the consumer know who you are, why they should buy from you.
- What do you offer
Make it crystal clear what products you carry and what services you offer. Today consumers want answers instantly. Almost all major home improvement companies are now featuring a product catalog with pricing.
- Contact information & multiple paths to communicate
Phone number, Location info with interactive map, Live Chat, Conversion forms and links to your social media pages are all essential elements of a modern website.
- Ease of Navigation
If people struggle to find what they are looking for, they will leave. It's best to keep your website simple and easy. After learning about your company, consumers shopping for flooring are overwhelmingly, wanting to see your products and your installations.
- Third Party Validation
Customer Reviews are becoming the gold standard for consumers making the decision who to buy from. Customer testimonials, video reviews or awards are all ways you can build trust with consumers online and gain a huge advantage over your competition.
- Give customers a voice
Customers feel good about companies that have a way to leave feedback. Encouraging feedback; letting customers know they will be contacted with an email or short survey form leads to customer confidence during a transaction. Customer satisfaction surveys give you great info to improve your business and increase customer satisfaction. When customers leave you good reviews this is also great information to be posted on your website.
- Be as thorough as possible
Customers feel the most compelled to give their business to the company that answers all of their questions up front.
- Business Associations
Consumers like to see your association with companies and brands they know and trust. Showing the brands that you carry and associations you have to such entities as The Better Business Bureau or Chamber of Commerce only help your cause.
- Easy to find and clear calls to action
Your website is the most important advertising you do today and your ability to grow your business will depend on it. Once you have gained the consumers trust and interest, it is paramount that they can easily move forward to interact with you in the way that they are most comfortable.
Due to the huge increase in online shopping almost 50% of consumers now prefer to contact the companies they do business with in other ways besides the telephone. Email addresses for all sales personnel, an online form requesting consultation, Live chat are all highly recommended today.
- Great Graphics
Whether you are a high-end boutique store or a discount bargain barn, the difference in keeping a consumer on your website is capturing their attention in those first seconds they spend on your website. Spend the time and money to have first class graphics!