Never before have companies been under so much pressure to focus and deliver a positive and consistent customer experience (CX). Great customer experiences are built by creating the right mix of strategy, management commitment, technology, creativity and off course, thorough understanding of the needs of each of your buyer personas.
Traditionally, marketers have been working on creating a brand presence through offline touch points. Today in the digital era those touch points have multiplied: Web, mobile, blogs, forums, social channels (Facebook, LinkedIn, YouTube, Twitter, etc) are all great ways to connect with our customers and your website is “the glue” that holds them together since they all drive traffic to your site. Hence why your website should deliver your client’s expectation. So, Is your website working for your business?
Web sites are a business tool and a marketing investment. Therefore, for a business, a good website should:
- Increase sales through a well thought architecture and clear content. An easy to use interactive site will allow the user to find what they need in a simple and fast way. This, combined with clear information that supports the customer through each stage of the buying cycle should result on higher sales.
- Connect: An interactive website should allow conversation with your audience. The days of statics websites are gone. Today an engaging website allows clients to connect with your company, allows you to connect with your clients and/or allows clients to talk among themselves creating a community center around your products.
- Engage through good design. Customers have become “numb” to some products because there is too much noise out there. Reason why good design becomes fundamental when connecting with clients. We need to deliver content and products that stand out but that at the same time reinforce the value of our brand by being consistent in style, tone and feel.
- Reduce Costs: A website is a platform that can be used to buy, book, download, upload and share information among others. These tasks allow you to save on printing, rent, mailing costs, staff costs as well as increase business efficiencies.
According to Internet Live Stats there are almost 1 billion active websites today, so standing out is not an easy task. It is important to identify and implement a strategy that will drive traffic to your website. These efforts need to be complemented by a well-designed site.
Today’s websites need to be optimized, mobile friendly, regularly updated, easy to use and fast to download. It also needs to include a clear and strong unique value proposition for your customer. This message should include what you do, how you do it better than the competition, how your solution will make a difference in the customer’s life and it needs to convey trust. The right mix of content and technology should deliver positive financial results for your company.
So ensure your site is ready to welcome your visitors and turn them into clients. Is your site ready? or Is is time for a website review? Contact me to set up an appointment