Best Practices for Freshening Up Your Company Website

By Steve Brubaker, InfoCision Chief of Staff

When is the last time you took an honest look at your company website? If you can’t remember, chances are it’s time to do it again. Aggregated research shows that most customers tend to check out a company’s website far before they ever pick up the phone or walk into a brick-and-mortar location to engage with that business. Oftentimes, the second stage in the buying process—after recognizing a problem or need—is for the customer to visit a website. In other words, a company’s website oftentimes dictates a customer’s first impression of your company and brand as a whole.

Have you taken that more in-depth look at your website yet? If what you’re seeing feels a little stale, here are a few tips to freshen it up and provide a higher quality of customer service to your visitors:

Spend Time on the ‘About Us’ Page

You may think you’re the only one interested in your company’s history and culture, but consumers do in fact like to get to know businesses they patronize. So add some extra color to your ‘About Us’ page and insert value by including information like:

  • Where and why the company was founded
  • How long you have been in business
  • Your mission statement
  • Your value proposition
  • Perspective on your industry

Provide Critical Information About Brick-and-Mortar Locations

Did you know that, according to a recent Google study, 50 percent of mobile users will visit a store within a day of conducting a local search? Of course, those consumers aren’t going to be able to visit your location if they can’t find it or don’t know when it is open. The aforementioned Google study also shows that more than half of mobile users search for business hours and directions to the store, which means that information must be clearly visible on your site.

Optimize for Mobile

Logically, if Google’s research shows many customers are searching for store information on mobile devices, your site needs to be easily digestible for those using smartphones and/or tablets. Mobile users are no longer willing to squint to read text or scroll from side to side because your homepage won’t fit on their screen. Instead, they’ll simply close your site and visit a competitor.

Provide Specific Contact Information

Providing one  button is no longer acceptable to customers. Your site should include numerous ways for visitors to reach your business, including phone numbers for specific departments and office locations; social media account information; Web self-service; Web chat; and mailing addresses. Filling out a generic form makes customers feel as if their inquiries aren’t important, which is not the message you want to send.

So, are you ready to transform your website from stale to stimulating? InfoCision offers a website and landing page development service that helps improve your marketing efforts and boost sales by providing design, copywriting and hosting assistance. Click here for more information on this service and other tools InfoCision offers.