A business today relies on its branding in order to be successful, and a brand requires good public relations to achieve awareness, authority, authenticity, and trust from consumers. The first step to realizing these goals is to have a high-quality website.
Whether it’s an eCommerce shop or a blog, your brand’s website should be the driver of leads or sales. However, all too often a brand’s website is a public relations liability. Most of the reasons these websites don’t live up to expectations are all preventable and avoidable, such as the site loads too slowly, or the user experience is confusing.
Here are four tips on how to transform your website from PR zero to hero:
1. Make sure it’s properly organized
How can your customers convert if they can’t figure out where to go? While your brand’s website may seem straightforward to you, you need to consider this could be because it’s your own business, so of course you understand how the site flows. For someone who is a first-time visitor to your website, it may not be so straightforward. There needs to be a clear path from the introduction to the action required; otherwise you will find your customers will drop off before completing the action.
Hiring professional web design experts, such as the team at prefacestudios.com can help make this step easier and ensure the website is designed to a high standard for ease of use by your target demographic. The cost will depend on the size and scope of your website, but it is always worth the investment for the ROI you will see from your new, beautiful, functional site.
2. Determine your KPIs
Your key performance indicators (KPIs) are crucial. They answer the essential questions like ‘what do you need your website to achieve?’ and ‘what actions do you want your customers to take?’ Your KPIs give you the capability to quantify your results and realise how your website is performing, whether it’s in the form of email signups, enrolments, purchases, or unique visits.
When your website is designed to deliver measurable results tied to specific business goals, it will help it perform a lot better, and it will become your brand’s biggest asset.
3. Make sure it’s mobile-friendly
When was the last time you tested your website on a mobile device? The fact is people are checking their phones at least once an hour and with over 5 billion people worldwide using mobile devices and more people using their phones to browse and shop, it’s absolutely critical to make sure your website functions well on mobile. If it doesn’t, you could be leaving a lot of money on the table because of unnecessary lost visibility.
4. Focus on both copy and content
No, they are not the same. Copy is what communicates your brand’s value proposition and what makes you stand out from your competitors, while content is what tells your brand’s story. Examples of copy include the ‘about’ and ‘services’ pages on your site, or any taglines used for digital marketing. Content includes blog posts and editorial articles, product reviews, or press releases. Both need to be strategized before being published on your website so that they align with your business goals and social media strategy and optimized for search engines.
Your website is one of the best ways to create a positive, professional first impression. As such, it’s crucial to take the time to carefully consider every aspect, from the colour scheme and how it’s laid out to the content, and to enlist the help of expert designers to ensure your website hits the mark. Only by working on your branding can you leave a lasting impression in the mind of those who matter most—potential customers.