Whether you’re currently creating your business’s first website, or expanding an existing one, ensuring that potential customers have a top-notch experience should be of utmost importance.
A well-constructed web presence can have a transformative effect on a business, but get it wrong and you’ll be doing the digital equivalent of sending customers away at the door. 88% of online consumers say they’ll be less likely to revisit and purchase from a website after a bad experience, so making that first impression is crucial.
So how can you ensure that your new website passes muster? Do it by implementing the following key features, alongside useful content, SEO, compelling web design, and a great call to action.
Live Chat
Consumers today are discerning and have short attention spans. They simply don’t have the time to go down a virtual rabbit hole to search for the information they need. Even a FAQ section can be off-putting to site visitors who are looking for instant feedback. So the best way to meet their needs is to integrate a live chat feature into your website.
Far from being a complex integration – live chat plugins are available on popular CMS platforms like WordPress. Live chat can save you a lot of time and resources, and even have a positive impact on lead generation and sales development. 38% of online shoppers surveyed by web specialists Kissmetrics confirmed that they have made purchases because of a live chat session they received, and 63% said they would be more likely to return to a site with live chat features.
Privacy Policy
The enforcement of data collection regulations like the EU’s GDPR means that business websites need transparent and accessible privacy policies. And in the case of third-party services like Google AdWords and Google Analytics, having an active privacy policy is an absolute must. Furthermore, if your company’s digital presence extends to a mobile app, you won’t be able to list your app in either of the two top app stores, since Apple has a strict requirement that all developers have privacy policies in place, too.
From online gaming platforms like PokerStars and Steam to online marketplaces and magazines, all businesses should be complying with local and international laws regarding data collection. A privacy policy should clearly state why a user’s information might be collected, as well as the type of data being collected, and explain how it will be used by all involved parties.
The story of your business
We may have moved much of our daily interactions online, but just because consumers are purchasing from your website and not your brick and mortar store, it doesn’t mean they care any less about who they’re doing business with. The same goes for B2B customers and clients too. Sharing the story behind your company and why you do what you do can make a real difference when it comes to attracting and sustaining business.
Expand the ‘About Us’ section of your website to include visuals, videos, a mission statement, your goals, and vision for the future. Tell your customers who you are, who your people are, and those major milestones you’ve achieved along the way. Leave a lasting impression with your customers so that they’ll want to do business with you again. If you’re looking for inspiration on this front, check out skincare company Burt’s Bees for a really compelling take on the standard About page.
Responsive layout
We’ve now reached a stage where approximately half of all web traffic is generated by mobile phones. Furthermore, 85% of mobile web users believe that mobile versions of websites should be as good as, if not better, than desktop versions.
In summary, if you aren’t developing your website with a fluid, responsive layout that adapts to different devices, you’re going to cut off a lot of potential customers.
Customer testimonials
Last but not least, you can put your new website to work as an effective business development tool in more ways than one by including customer testimonials and case studies. Tapping into what we discussed above about letting potential customers know who you are, people are looking for established, trustworthy companies to do business with. Testimonials pages are often some of the most visited pages on a website, in fact, according to WebDAM Solutions customer testimonials are the most effective content marketing tool you can have.
Don’t forget to ask your customers and clients for permission to use their names, as real endorsements from recognizable B2B or B2C customers are so much more powerful than anonymous ones.