Your company website
is your welcome mat. So why isn’t it welcoming?
We all know how important your website is in your digital marketing efforts, actually, make that for all of your marketing efforts– nothing new there. My philosophy is that since your site is often your first point of contact for consumers to engage with, that makes it the welcome mat to your storefront and sets the stage for how the relationship will be built.
While every brand has a website that provides at least the basic information, just doing the minimum isn’t nearly enough. What’s worse is attention spans are dwindling, so you only have about 3 seconds to wow me. Since making a great first impression is key, your website should accomplish a few things immediately:
- Let you know you’re at the right place
- Be inviting and interesting
- Guide you to the next step
Be a good host
Beyond that first impression, how are you welcoming your customer? Best practice tells us a website should have a logo, engaging visuals, easy navigation and a call-to-action, but that isn’t going to make you stand out. Doing the bare minimum will only get you the bare minimum results.
Websites used to be treated as online brochures, but now they’re so much more. You need to immerse your customer in your brand. Give them more than a product or service, give them a reason to be a loyal customer. Connect with them, guide them and engage them. Use this as the opportunity to have true one-on-one conversations with your customer.
How can you accomplish this? Storytelling. Think about how many soda choices there are or airlines to pick from. Now think about which one you’re loyal to. It isn’t simply about taste or schedules, it’s about how those companies make you feel. It’s about emotion.
If you’re just listing your offering, you’re missing out on a chance to separate yourself from the pack. You want to create a cohesive experience built around your brand promise and then take the opportunity to showcase something innovative and new. Your site can’t be still or static, it needs feel fresh and fun.