Build Customer Confidence Through Website Design
Growing a business requires diligent work and cohesive strategies all tailored to the unique needs of the target audience. From B-to-Cs to B-to-Bs, there are several tactics that consistently prove to be the most effective and others that simply don’t perform as well. At the end of the day, one common theme across all industries is that in order to be a successful brand online, you have to instill confidence in your brand among your customers. Generally speaking, if your users don’t trust your brand, your other efforts won’t work either.
That being said, as a business leader, how do you build that much-needed trust with potential and existing clients? For most businesses, the very first touch point with a user is through your website. Regardless of your brand’s vertical, there are a few universal guidelines when it comes to website design that can help your message resonate with your audience, and instill trust that your company is one that the user can rely on.
Show Value Through Concise Messaging
One of the most important “rules” to remember is that your website should mirror a sales pitch. In online marketing, the first meeting you have with potential clients isn’t face-to-face. Instead, your website should be doing what that first-time meeting would, and explain all the essentials that the user needs to know about working with your company, as well as the products or services you can offer. Concise and clear messaging on your website that cohesively presents the value proposition that your company offers is absolutely essential when it comes to building trust with users.
The real purpose of a website is to convey your message to your audience. When a visitor first reaches your website, they should be immediately presented with the core messaging that you want them to understand. Think about what your consumers want to hear, where they are in the conversion funnel, and what vital information they need to understand in order to convert from a user to an interested potential client.
Don’t Forget the Importance of Landing Pages
There are a lot of different ways that users can land on your website — it could be through organic search, a PPC advertisement, or an email that they receive from your company. Regardless of the channel that brings a visitor to your site, it’s essential that you create the best pathway possible and choose an extremely relevant landing page to direct them to. Whatever it is that sparked the user’s initial interest and made them decide to click through to your website, make sure that they are being sent to a page that reflects that interest.
Always sending users to the homepage can be a costly mistake for brands. Depending on the company, the homepage can be too general if a user is interested in learning more about a specific product or service rather than a top-line overview. Not only does this typically result in a user leaving the site, but it certainly doesn’t help with credibility since it seems as though your brand doesn’t understand the consumer or their needs.
Consider an e-commerce site that sells a wide variety of products, including everything from shoes to jewelry. An online shopper that clicks on a PPC ad for women’s shoes likely won’t find much value when they’re brought to a homepage that is highlighting the latest jewelry trends or other products sold by the retailer. Keep in mind that directing users to a specific landing page that is directly influenced by their specific need will almost always generate more conversions than sending users to a general homepage.
Develop Intriguing Content to Encourage Return Visits
First time visitors on average don’t convert nearly as much as second or third time visitors. This concept makes a lot of sense when you think about it logically — users want to know they’re making the right decision, and learn more about your products or services before they take that leap and invest time and money.