Ready to Graduate from Web Content to Web Experience?

3. Ditch the Isolation

Everything today is connected (except your landline and internet browser, thank goodness). Why wouldn’t your website be, too? This third tip ties in closely with the first two. Simply put, whatever platforms your customers, followers and consumers use to connect with you should be not only accessible, but also highly engaging.

If users visit your website on their phone, it should look like it was designed to be there; the same goes for everything from a desktop computer to a tablet. Customers like consistency, and a stable, appealing and useful experience across all platforms will go along way towards building a great brand image.

4. Personalize, Personalize, Personalize

When buying a house, everything is about location, location, location.

For building a brand, it’s about personalization, personalization, personalization.

Remember how three-quarters of consumers are more likely to follow through with a purchase when a product is sold in their own language? That’s an example of personalization (or perhaps the first of many steps to achieving it). Consumers today don’t want to waste time scanning through content that doesn’t directly relate to them.

That’s why browsers use cookies to track what you look at on Amazon and show you similar products on the sidebar of Facebook as you scan through your timeline later that same night. Making sure your website caters uniquely to each of your followers is a key step towards taking web content and turning it into an exceptional web experience.

Details matter — nobody will deny that. It doesn’t matter how nice your product is if your price is way off point. However, the details of your price and even your product are far less important than the quality of your content, as your customer’s experience will be shaped far more by the latter than the former. Simply listing information about a product is not enough to draw a consumer into your website, let alone lead him or her to the point of purchase.

Creating engaging media in an appropriate medium will take your customers, and thus your brand, much farther. Engagement is shaped by the experience your brand provides, which is far more important than your web content alone.