There are many things your website should be doing for you and your business. But what are they and are they really important for your situation? In my opinion there are four (4) key things that your website should be doing they are: Engage, Drive, Speak and Paint
1 Engage
Your website should engage your visitors. This can be done by catchy slogans or eye catching graphics (now remember a picture on a website is only as good as the text that surrounds it). Simply having an element that catches the eye of the user, a heading, or the start of a paragraph that captures them, will keep them reading your page and hopefully, in turn, drive a sale or potential contact depending on your needs.
Engaging with your visitors is a must. The last thing you want is to have a dull boring website that leads them to look elsewhere before they have even discovered your services. Having too many flashy elements can distract the user or cause them to be less interested, as they are overloaded with your page.
2 Drive
Your website should drive your unique selling point or business. It needs to make this stand out against your competitors, be prominent and bold. Similar to engaging your visitors, you should be guiding them on a journey to buying your product or services. This should be achieved with a good SEO strategy and marketing campaigns. Going hand in hand with these two things your website will ultimately achieve conversions and drive sales.
3 Speak
Thirdly your website should speak to your customers about your services and not speak to your ego. Consider the language and tone you use. Websites should have a more conversational tone to convey your messages. Effectively writing for web can take years of practice and you might consider even having a persona to represent your customers and visitors so you’ve got “someone to talk to". Your tone should include the visitor and not try to alienate or exclude them from it.
4 Paint
Finally your website should “paint”. By paint I mean it should portray the image of your business and its brand. It should be recognisable as your website not someone else's. By picking and using the same colours as your brand, or the same style elements as your print media, it will carry a consistent experience for your customers no matter which form of media they are looking at.
So to conclude your website should Engage, Drive, Speak and Paint your business to your customers and visitors.
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