With the new year comes new opportunities to introduce your website to some fresh faces.
Now is the perfect time to sit back and reflect on the year that was, thinking about the goals you kicked in 2015 and how high you’ll raise the bar for 2016. No matter what industry you’re in growth is probably pretty high on your priority list, and getting your website right is key to reaching out to new audiences. To give you the best chance of bringing in new business through your website in 2016, we’ve put together a guide of the top ways to peak the interest of people from different market segments and keep them coming back for more.
1. Be Responsive
Everyone has been harping on about the importance of being responsive for a while now, but Google took things to a whole new level early this year with #MobileGeddon. Now being responsive is a life or death matter because you’ll go straight to the bottom of Google’s slush pile if your website isn’t mobile-friendly. To make matters worse, you will also almost certainly turn away the 70% of traffic who find and visit your website for the first time through a mobile or tablet.
2. Install Smart Data & Feedback Collection Tools
The more information you can gather about the people who visit your website the better. With an understanding of your audience and the means to contact them, you can send them special offers, reminders or greetings to solidify your relationship. This will help build customer loyalty and create brand ambassadors, whilst enabling you to create well-targeted marketing campaigns for people with similar interests and needs.
3. Be Accessible
It’s about time accessibility got a bit of airtime. Giving people with different needs the tools to access your content not only opens your website up to a new market, but positions your business as one that cares about inclusion. We suggest adhering to Web Content Accessibility Guidelines version 2.0 to ensure everyone who visits your site can understand and engage with the information presented.
4. Create Genuine Content
You’ve no doubt heard that ‘content is king’, but we can’t stress enough that content only reaches royalty status when it’s high quality. It may take a bit of extra time and energy, but creating well researched content will demonstrate your knowledge and give people a reason to visit your website for the first time. Whether in the form of blog posts or articles for platforms such as Medium or LinkedIn Pulse, this kind of copy really does draw traffic and drive conversions.
5. Invest in a Design Led Strategy
A website shouldn’t just be a plain Jane guide to your products and services, it should give visitors a taste of your unique brand and culture. By adapting Google’s Material Design, you can use a visual language that synthesises the classic principles of good design, colour and typography to communicate this information to visitors quickly and effectively. Using design as a guiding force, you’ll attract new visitors who value your effort and attention to detail, and they’ll clearly see what they stand to gain by choosing you over competitors.
6. Track Visitor Behaviours
Tracking technology has been around for a while, but it’s never been more sophisticated than it is today. We now have tools like eye tracking, advanced heat maps and the always-evolving Google Analytics to keep an eye on what visitors look at on your website and how they interact with the content. This will reveal the content that visitors find most appealing, and any sticking points that could be hindering their navigation. With this information, you can make improvements to enhance their experience and that of future users who share their behaviour.
7. Use Innovative Visuals
Visual material holds incredible pulling power and if you can offer something that people have never seen before then its impact grows tenfold. With incredible storytelling tools such as 360° video, interactive SVG icon and the new-again cinemagraph, creating this kind of captivating content has never been easier. Using such trendy technology allows you to ride their wave of popularity and connect with the wide audience that is fascinated by its capabilities.
8. Offer Micro Experiences
Imagine your website has a registration section, products for purchase or a photo gallery. Instead of visitors clicking on a tab which takes them to a separate page to interact with this content, the page they are on morphs into a micro experience which allows them to complete the action on the spot. This significantly simplifies navigation, giving visitors less opportunity and reason to leave your website.
9. Add Another Language or Two
Did you know that at least 30% of Australians speak a language other than English at home? If you’re in that 30% you’ll know how convenient it is to read web content in your preferred language, and how nice it feels to be given the option. So why not translate your website into multiple languages to remove a large barrier that many of these Australians face. At the same time, you’ll show them that you’re not afraid to go the extra mile to fulfil their needs and also open the door to new international opportunities.
*10. Partner Up
Establishing a working relationship with businesses in your industry or complementary industries is a great way to generate new leads. By working on your link-building you will improve your SEO performance and brand awareness. These partnerships will also act as endorsement for your services, which will increase the likelihood of your partner’s existing clients checking out your site and keeping you in mind for future work.
If your website didn’t pull its weight this year, then implementing a few of these tips can help you take it to the next level in 2016. For more information head to our Web Design page, or contact us to get the ball rolling today.