Most of us know the basics when it comes to creating a successful company website. We try to make it easy to navigate and presentable, whilst containing all the important content needed in text. However, there are often other aspects that get forgotten about when designing a company website. Some of these can be important for gaining the trust of would-be clients and encouraging conversion. Here are just a few ingredients to consider for your website.
Most people use search engines to find the companies they’re after. If your website doesn’t appear when crucial keywords are entered, you may need to look into search engine optimisation (commonly known as SEO). This is a means of making your website rank highly on search engines so that you get more visitors.
The simplest way to boost your rankings is to hire an SEO company to do it for you or use a paid service like Google AdWords. However, you can try a bit of your own DIY SEO. Using certain keywords on your website (but not spamming them), keeping your site constantly updated and using a mix of inbound/outbound hyperlinks can all help to boost your rankings.
Many people are now using the web on their mobile. Your website might look impressive on a PC screen, but if it’s not mobile compatible it could end up looking like a mess on a smartphone screen. This could impact your reputation and deter potential customers.
If you hired a designer to create your website, you may want to go back to them and ask them to make your site more mobile-friendly. If you used a content builder like WordPress, you may be able to use various plug-ins such as OBox Mobile. Certain extensions may also be worth looking into such as a call button next to your search engine listing that allows people to immediately ring you up on their smartphone with the click of a button rather than entering your number.
Social media integration
Having social media pages is as important as having a website. The likes of Facebook and Twitter can provide real time news about your company for existing clients, whilst attracting new clients through ads and post shares. If you have social media pages, make sure that there are links to these on your website. You can install plug-ins which allow people to instantly follow you on Facebook and Twitter.
Vice versa, you should try to link your website on your social media pages. Both Facebook and Twitter have a biography space where you can provide a link to your site. If you make changes to your website, you should post these updates on Facebook and Twitter. Those that have a blog on their website may want to consider a plug-in such as Social Warfare, which automatically shares each blog post you publish onto social media.
Your website’s security may also be important, especially if people are able to log into your site or buy items through it. To protect the personal data of you, your customers and your employees, it could be worth getting an SSL certificate using a company such as Quality Host Online. This can help to encrypt any private information sent via your website, stopping hackers from getting hold of it.
If you allow payment through your website, it’s worth using a secure payment service such as PayPal. This payment service is extremely well protected and can accept the likes of credit card and Bitcoin. It’s much more secure than using your own payment service, which might not only be easier for hackers to target, it may also deter visitors who don’t trust this service.
There are lots of other ways to make your website more secure include various plug-ins and encrypting tricks. Make sure that passwords are secure by changing them every so often and keeping them fairly complex. Limit who has access to these passwords. If your site is WordPress-based, you may be able to limit certain information to certain users (they may be able to publish blog posts, but won’t be able to access admin tasks and various stats).
Testimonials and awards
It’s worth having a testimonial section on your website. This is a place for displaying positive feedback you’ve received from clients. This could be reviews on sites like Trip Advisor or private feedback you’ve received via email (in this case, you may want to ask the client if you can use their testimonial on your site). Nowadays, more people are being swayed by reviews from other customers – not having this feedback might affect customer’s trust. Even if it’s only a couple of pieces of feedback, this could make your company more credible than a website that doesn’t have any.
Another way of improving credibility is to make sure than any awards or certificates that your company has achieved are mentioned on your website. This could be anything from an ACA Chartered accountant certificate to a local business award. Many of these awards and certificates have badges that you may be able to display in the corner of your homepage. Big awards may be worth shouting about a little more – in your initial description on your homepage you may even want to include the fact that you’re an ‘award-winning’ company.
Call to action buttons
Call to action buttons can make your website more interactive and can help to lure in new clients. This could ‘sign me up’ button or a ‘call now button’ for mobile viewing. You may even want to display a limited deal on your homepage with a ‘buy now’ button beneath it. Other buttons that have already been mentioned include social media follow buttons. Be wary of adding pop-ups – too many on a homepage could be irritating if you haven’t given people a chance to read anything and find out what your company is all about.