Winning on the Web
A strong website can do so much for your business. It can draw in new prospects, strengthen relationships with current clients, even act as a venue for your buyers to purchase your products directly. But for all that to happen, you have to build it well. Looking to get started? Below are nine ways you can improve your website and make it into the lean, mean, selling machine it needs to be in 2014.
1. Make sure all your other marketing materials point to it
This one should go without saying, but make sure every marketing touch you have with prospects and clients has a link to your website on it. Email signatures, business cards, invoices—every piece of your business that touches a customer should have your Web address on it. Why? Because your website is only valuable if people actually know about it. The more you tell people about it, the more they'll notice and remember it as a resource for interacting with your business.
2. Make navigation as simple and intuitive as possible
A website is only useful if it's usable. If prospects and clients go to your site and immediately become frustrated by confusing site navigation, it's not likely they're going to think highly of your business, let alone pursue spending money with you on that interaction. Keep your site navigation fast and simple, in order to keep users happy and able to find what they want on your website.
To streamline your site navigation, make sure it's as simple, flat and circular as possible. Users should expend a minimum amount of clicks to get where they want to go on your website (simple), there should not be a lot of extra pages between where they are and where they want to go (flat), and each page should allow them to click to any other main page on the website (circular). Additionally, make sure site buttons are clearly labeled and easy to find, in order to make the mechanics of your site's navigation as obvious as possible to new visitors.