We get a lot of questions about what we consider to be the key things to include in a website. How can you get the right image for your business? What’s the best way to give a flavour of what you really stand for? In this blog, we take a look at some website basics.
Does the word ‘you’ feature frequently on your website? Your site needs to be about what you offer but more importantly, it needs to be relevant to your web visitor. Remember, your main aim is to get your visitors to stay on the site and look around - not to leave straight away. So engage with them from the outset. Make them feel like they’re the centre of your attention.
To help this, we recommend using the word ‘you.’ For example: ‘We will provide you with robust financial planning,’ rather than ‘We provide robust financial planning for clients... ‘ It’s much more direct and personal. A good technique is to ask questions: ‘Are you saving for retirement?’, ‘Have you been involved in an accident?’ Just make sure to be direct and specific; your aim is to solve a problem they’re trying to fix.
Leading on from this, make it easy to navigate around the site. Use headings and short, punchy copy. You want the visitor to stay on your site, but your ultimate aim is to get them to contact you so include lots of calls to action. For example, you might say: ‘Arrange a call’ or ‘Get in touch’.
Remember the WIIFM factor - your visitor will be wondering ‘what’s in it for me?’ They may not be worried whether your company was formed in 1893 or not. Yes, they want to know they can trust you and that you’ve got a good track record, but there are other ways of showing that.
Everyone is different and will have a preferred way of contacting you so try and set up your contact page to accommodate as many options as possible. Have a form but also have your phone number, email address and social media details, together with your address for anyone who may drop in. We saw one example where a firm had put their Trustpilot summary and review rating right next to their contact form - a great way of validating someone’s decision to contact you as they fill in their details.
When a new client comes to you, more often than not, they won’t know exactly what will happen. So break down what’s involved into easy steps. Demonstrate what you do in a clear process, showing them what to expect and outlining the benefits of your approach.
The old adage ‘people buy people’ is true, so make sure you have a team page. It’s also a good idea to invest in some professional photography. You want yourself and your team to come across as friendly and approachable as well as knowledgeable and experienced. Personal profiles don’t have to be purely work based - make sure the descriptions include hobbies and interests to give a rounded view.
Your website is your chance to demonstrate your authority in your area of expertise. Have a blog page or ‘knowledge centre’ with useful and informative content. Why not record a video of yourself speaking on a topical issue? Don’t be afraid to refer to yourself and your team as ‘experts’. It’s all about showing the value and experience you can deliver for clients.
One of the most important things your visitor will be looking for is evidence that other people have used your service and been happy. Make sure your site has lots of testimonials and client stories covering different scenarios. Include links to reviews on Trustpilot and Facebook. There is nothing more valuable than a customer referring you to someone else.
So, those are some key points to get you started. The most important point about your website is to view it as an evolving entity. Once you’ve nailed the basics, keep reviewing it, tracking progress and making changes as required.
Yorkshire Building Society would like to remind proprietors to make sure that you are compliant with General Data Protection Regulation when carrying out your customer retention strategies.
Yorkshire Building Society has worked together with a growth marketing agency, ClientsFirst, to supply this content. We hope it helps you grow your business and you have found it of interest. Please ensure that if you apply any of these tips to your YBS agency, you comply with the specific marketing guidelines which can be found in the YBS ‘Working Together’ Agency Operations Manual.