Your website is your introduction to people, and first impressions are just as important online as face-to-face. So here are the 4 habits of really successful websites:
- Successful websites deliver what they promise. Does the entire website follow through with the same emphasis on certain products or services–or have you changed product and service names, added or omitted some, or gone off on another tangent entirely? If you have a page with a generic name like “locations” or “industries,” have you provided more content than a simple list? Real people are reading and they want compelling copy.
- Successful websites solve a problem. Whatever your customer’s problem–a comfortable pair of shoes or training to operate a fractionator–you need to address it, show through videos or case studies or testimonials that you have successfully solved the problem before, and establish your credentials through awards, metrics, blog posts, articles, or insight papers.
- Successful websites are careful with acronyms. Technical websites are particularly apt to throw around acronyms as if everyone should automatically know what they mean. Even worse, often the website’s own search function fails to recognize the acronym, a customer’s last hope for a definition. But non-technical websites are also prone to acronym problems, especially when the company has created its own acronym for a process or program (e.g., “our ABAFIN financial program”) without ever defining it.
- Successful websites are kind to their readers. Successful websites get to the main point right away, use everyday language, and break up text so that the customer can scan quickly and go back, if desired, to read more. As more and more content is viewed on mobile devices, successful websites will adapt to the smaller screen by making every word and image count. That means boosting nouns and verbs, not adjectives (“wonderful,” “unique”) and adverbs. Creative is important (color, video, formatting) but clear and concise must come first.