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Your website is the first impression someone gets of your business….

Everyone wants a winning website. Your website is on the world wide web for everyone to see.  It should be considered the basis of all your digital marketing.  It is your first building block and the rest of your marketing will follow from it.

Most importantly, think about how you want the world to see you and your business.  Some points to consider if you want a winning website: 

  • What impression do you want to make? 
  • Who is your ideal client or avatar? 
  • What will your ideal client get out of working with you or your business compared to your competitors?

The 5 Second Rule

 Every website needs to answer in the first 5 seconds if your visitors are to stay, engage and take action. These are:

  • Why am I here (What is your website about)
  • Why do I care (How will it make my life better)
  • What should I do now (A clear call to action)

Common Website Misconceptions

  • You don’t need a website because you have social media pages.
    • You don’t own your social media pages. Facebook or Instagram or any other social media platform can change their algorithms or code at any time or delete their platform and you have lost all your followers.  You should be building an email list via your website that you own.
  • Free website platforms are better than paid ones.
    • Some of the free ones are lovely until you realise that customisation and functionality is not as easy or as good. Again, if you want to move your website to another platform, you can’t because you don’t own this website.  You are renting it!
  • An out-dated website will do because no one really visits my website.
    • Remember most people checking you out from social media sites or any other place that they found you, will visit your website to check you out and it could mean getting that client or not.  If your website is old and outdated, it won’t give an impression of an up-to-date, ahead of the pack business.
  • It doesn’t matter how the content is written as long as it’s clear.
    • Yes, it does matter.  Content written for web is very different to any other form of writing.  People skim on websites in a sweeping Z shape taking in quickly whatever the eye can pick up.  If you don’t know how to write for web, get a good copywriter.
  • Design is the most important aspect.
    • Design is very important but equally so is functionality. Anyone can wack up a new website but for it to be effective marketing, SEO, target market and business objectives all have to be taken into account.

My 6 top tips for a winning website are:

1. Big, Bold Call to Action Above the Fold

Does your header or banner answer the 3 questions from the 5 Second Rule above because you have about 5 seconds only before they have clicked away forever. Remember, it’s about them, not you.  There should also be an opt in or pop up with some kind of irresistible free offer and it has to be irresistible or they won’t leave their contact details so you can build your database to market to them in the future.

call-to-action
Pop Up on https://www.hotswots.com

2. Design – Less is Best

Complicated design does not belong on a website.  Simple is definitely best and never be afraid of white space.  If you want a successful website, your visitors need to be able to navigate quickly and easily and take next steps.  The eye only skims on a website so use plenty of images, headings, sub headings and bullet points and you will make it all much easier for your audience.  Competition is fierce online, so when you make your website as simple as you possibly can, you have much better chance of succeeding.

3. Speak Directly to Your Audience

Use simple language (no technical jargon your audience may not understand) and speak directly to your audience.  Consider what they aspire to and explain why you can help them achieve that.  Talk about their fears and how working with you or buying your products will get rid of those fears.  Don’t be afraid to tell them in easy steps what they need to do to work with you or buy from you.  Don’t leave anything up to guess work.

4. Images Matter

We’ve all heard the saying a picture tells a thousand stories and it’s very true.   Using plenty of good images on your website will certainly help to have a winning website.  Images bring a product or service to life, they are great for social sharing, help you show up in the search engines, you can add data for search engine optimisation (better results on Google) and they can make the difference between a sale or not as they can be attention grabbing.  Investing time and money in great images will certainly pay off.

5. Tell a Story Your Audience can Relate To

Try to weave a story into your content so that your audience can relate.  You may want to talk about their fears and tell them that the same thing happened to you and how you can help.  Of course, it has to relate to your website and products or services.  Your content should be about connection rather than written in a salesy manner and use the calls to action to tell your audience what you need them to do next.

6. SEO – Search Engine Optimisation

A website without SEO is like having a car without the engine.   SEO means setting up your website and content to show up through online search results. Not only will your website appear higher in Google rankings, but it also helps with user experience and usability of a website.  That means you’re more visible when your potential customers are looking for something that you offer.

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winning-website

As you can see from my tips above, quite a bit goes into developing a winning website.  I haven’t covered other features like fast loading speed, responsive for mobile devices, testimonials as well as other equally important aspects.  However, if you would like to ask any questions, please leave them in the comments below.

And, remember, a bad website is like a flat tyre. You can’t go anywhere until you change it!

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Judith Shuttleworth

Judith Shuttleworth is the owner of HotsWots Digital and a Director of Open House ID, an app for real estate agents. We have a range of expertise in all aspects of digital marketing and provide personal customer service. Your success is our motivation.

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