Having a website isn’t the end game. Creating a website that clearly and powerfully communicates your brand’s uniqueness, values, story and what makes it the best in the business, is.
Creating many websites with my work, and exploring even more, there are some key things that stand out that so many websites are missing. It comes back to strong copy, brilliant imagery and making things easy for your audience. Not to stress - if you can identify these things are missing from your website, that is the first step. Then, it’s about putting aside the time to make these improvements. Take a read…
1. Tell your brand promise on your homepage
When someone lands on your homepage, you want them to understand what it is you are all about. This is your opportunity to evoke emotion in your audience. Don't just use images on the homepage, but include that key message(s) there too. This requires an understanding of your brand positioning - what exactly does your business stand for? What are your key values and points of difference?
2. Connect and build trust with your ‘About’ page
It really does amaze me how many websites I explore don’t have personal information that allows me to connect with the brand. I always visit the ‘About’ page (and of course, some websites don’t even have this!) to find out who is behind the business. I want to see their face and know their name. I want to understand their story and the reasons that drove them to start the business. What motivates them? Why should I work with or spend my money with them rather than other bushiness? Most websites I visit don’t have images of the key people behind the business. Many don’t tell the brand story. Some websites may have a beautifully written ‘About’ page, but they sign off with ‘xx’ and I still don’t know their name, which is no help at all when I want to email them!
So here is your ‘About’ page checklist
- Do you have a professional ‘on brand’ image of the key person/people in the business?
- Do you have their names here too?
- Have you crafted your unique story about how the business came to be and what makes it unique now?
3. Make it easy for people to contact you
I understand that sending people through a contact form on your website means that you can add them to your email list or answer their enquiry using a workflow. However, it is a real inconvenience when someone needs to find your email address - perhaps it is a supplier, a journalist or a potential client - and it isn’t anywhere to be seen! Give your website visitors the option to fill in the form or use the email address listed to email you directly. And of course, be sure to include your phone number, address and social media details too.
That’s it - they aren’t huge but it’s surprising how few websites can tick off all three of the above. Once you nail these things, you’re well on your way to connecting with your website visitors and compelling them to get in touch.