19 Sep Your website is your seal of approval!
Website = legit business…or does it?
Many businesses are under the impression that if they have a website they’re instantly credible, but realistically, is that the case? What are the benefits to having a professional looking website, and why should you part with your hard-earned money to pay someone else to do something you could do yourself with Wix or Squarespace?
Your website is the first impression of your brand
You have to think about your website as being the face of your brand, as well as your shop window. Your logo should ooze professionalism, and emanate trust & credibility. Your website should make people want to stay and look at what’s on offer, not navigate away and look for an alternative, and one of the main reasons people navigate away to somewhere else is because subconsciously, their brain has told them “this other one just looks better”. What it means is, the way we’ve become accustomed to searching for a product has created a ‘nonsense filter’, which has an array of advanced search settings which we apply without even thinking about it. For those of us born in the 80s and 90s who’ve grown up with the technology that currently exists, and seen its evolutionary process, we’ve become conditioned to almost “scan” for these kind of things automatically.
Put yourself in their shoes
When looking at setting up a company website, blog, or social media profile, you have to put yourself in the shoes of the customer and how they’ll perceive it when they land on the page – easy, right? It should be, because most of the time you’re a customer, too. Think about when you go to a website to buy a product; what are your first thoughts before you even begin looking at the stuff they’re selling? I know I’m checking out how ‘legit’ everything looks, from the layout to the fonts used, to the picture quality – maybe that’s just me, but I doubt it.
Yeah, that’s a no from me, dawg…
A perfect example would be you typing “best hiking boots” into Google, and you naturally click on one of the top three or four results and head over to the website only to find they’ve used Comic Sans all over the landing page, and there’s a whole heap of grammatical and spelling errors – instant turn-off! Call it snobbery, pettiness, or whatever, but it’s safe to say that many of us are going to be navigating away from a website based off of the first impression. Even something as basic as the URL name can drive customers away before they’ve even clicked your link. Specifically, for online shopping websites, something ending in “.org” or “.net” should be raising alarm bells from the get-go.
People will research you
Thankfully, we do live in an age where there’s a plethora of legitimacy-checking websites available to us so we can separate the wheat from the chaff. These days, if you’re not on Trustpilot, forget it. If you’re operating at anything above 4 stars on Trustpilot, you should be displaying that fact loud & proud on your landing page, preferably at the top so it doesn’t require a scroll – people don’t like to scroll. No, seriously…people do not like to scroll. I’m not parting with my money if the reviews are anything less than 4 stars (out of 5), or 8 out of 10, whether it’s a website selling clothing, a restaurant, or something as simple as a phone screen protector on eBay – reviews matter, and statistics show that a negative review will lose you far more customers than a positive review will gain you.
In short, your website not only shows your product, but shows what you’re all about, and is a constantly evolving tool and foundation for you to build brand confidence, trust, and a genuine relationship with the people parting with their hard-earned cash for your product.