Websites have come a long way from the days of being glorified business cards with flashing GIFs and a “Contact Us” page no one used. Today, your website is the hub of your entire marketing and communication strategy.
People go to your website to check out the “face” you show the world, see if you’re legitimate, and decide if they want to give you their money. But having a good-looking website isn’t enough. It must be a functional tool that’s legally compliant and delivers strategic value.
So, how do you evaluate the “face” of your business?
Your Website is Your First Impression, so Make It Count
People research you before they contact you, so if they use a search engine and land on a website that looks like it hasn’t been touched since 2011, they have a negative first impression. Your site should match the brand you say you have.
You want people to see a clean design with clear messaging that loads fast in a mobile-friendly format. Your website also should have a unique look when compared to your competitors so it stands out to prospects as different.
The SEO, Conversion, and Trust Trifecta
Your website isn’t just a place to exist; it’s a visible tool that shows up often in search (hi, Search Engine Optimization (SEO)) to convert visitors into leads (think forms, calls-to-action, chatbots) while building trust. This means social proof, team bios, helpful content like blogs and “Q&As”, and making it easy for people to contact you and know what happens next.
Make Buying Easy with E-Commerce
If you sell products, your website can be your storefront, salesperson, and checkout counter all in one. If you’re not already doing this, you need to do it ASAP!
If your e-commerce website is clunky, confusing, or slow, people will bounce faster than you can say “abandon cart,” so you should implement the following must-haves:
- Straightforward navigation: Categories that make sense, filters that work, and a search bar that doesn’t feel like a guessing game.
- Simple checkout process: Fewer clicks, fewer forms. Offer guest checkout and make it mobile-friendly, accepting multiple payment methods.
- Fast load times: Shoppers don’t wait, so if your product page takes longer than a couple of seconds to load, you’ve probably lost them.
- Product pages that convert: Don’t make customers hunt for details, so provide good, clear photos and descriptions, price info, and reviews.
- Compliance matters here: Terms of service, refund policies, and secure payment systems aren’t just good looks, they’re essential.
An excellent e-commerce site feels effortless, like an Apple Store meets Amazon Prime at your favorite boutique shop. It is organized, smooth, and just easy.
Oh, and It Must Be Compliant
Compliance isn’t sexy, but it is a must for all websites for the reasons below:
- Privacy policies: A must-have for protecting yourself and prospects alike.
- ADA accessibility: That’s not optional anymore.
- Cookie notices, GDPR/CCPA stuff: Everyone collects data, so this applies to you.
- Industry-specific disclaimers: If you’re in finance, health, insurance, etc., compliance is required by government oversight.
A non-compliant site can land you in legal trouble and make you appear unprofessional.
It’s a Living Thing, so Don’t Build and Forget It
Your website should grow and evolve with your business, so this means regular updates, fresh content, checking for broken links, updating staff bios, tweaking your messaging, and staying on top of any new compliance regulations that may apply to your industry.
You wouldn’t let your retail storefront or office decline with no or little maintenance, so your website deserves the same love and attention.
Investing in social media, email, ads, and branding to drive prospects to an outdated, slow, confusing, or non-compliant website is wasting money. Give your business “face” the facelift it deserves.
Luminos Creative specializes in delivering the facelifts businesses want and need to drive more traffic and revenue, so reach out here!
