6 Ways to Add Appeal to Your Website by @bright_smith

by Kia Howey Dolby | Featured Contributor

If you take a stroll through your favorite shopping center or mall, you’ll notice that retailers dress their storefront windows to entice customers  to come in. Windows are merchandised with the newest, hot items or unique finds. Vignettes and mannequins are used to create a mood and to help potential customers visualize the product in use. Posters and signs sweeten the deal with messaging and special offers.

The reason that so much time and care is used in dressing a window is apparent. Retailers know that they can entice customers to come in and potentially make a purchase simply by making the storefront windows irresistibly appealing. Did you know that you can use the same principals on the home page of your website to present your products and services in an alluring way? Here are some easy ideas to add instant appeal to your site, regardless of the type of business you have.

1. Give site visitors what they want
Most people visit a business website because they are seeking a solution to a problem they have. Your job is to make sure that upon arrival, a new visitor knows that they have come to the right place.  Here’s the litmus test to see if your site delivers that. Visit your site and scan your home page for a few seconds and answer these questions

• Does your logo and tagline concisely state what your business does?
• Does the wording and imagery paint a picture as to what you do?
• Is it clear from a glance who you serve or help?
• Do you communicate to your visitors that you can help them?

Give your audience what they want by letting them know right away that you can help them.

2. Invite visitors to take a closer look.
A winning opener is important, but ultimately you want to invite visitors to take a look a closer look at the services or products you provide. You can do this in several ways. Create a clear path from the home page for your visitor to take depending on what they may be looking for.  Use strong Call to Actions (CTAs) to encourage customers to complete an action, like “get started now” or “get the results you need today.”

3. Thank your clients for their interest
Each visitor has chosen to spend time on your site to learn more about your business. Thank them by giving them a gift that they can use. Figure out the solution to a problem that you can assist them with. Create a cheat sheet, video, special offer, workbook or planning tool that you can give them for visiting. Make sure you capture their email address when they sign up for their freebie.

4. Introduce Your Brand
Your brand is the promise that your business makes, the thing that makes your business unique.  Your visual brand consists of elements like messaging, colors and imagery to paint a distinct picture about your business. Use your website as the big introduction to your brand. Carry your branding through your site and all  you do.

5. Keep it fresh!
Add new content regularly to your site. Timely news, updates, blog posts, how-tos, and other types of content help keep your site fresh and your audience excited and engaged about what you are doing.

6. Give them a peak into your personality
People work with people they know, like and trust.  Your website is a chance to let your audience get to know you. Infuse your (or your teams) personality in all you do. Let viewers know a little about you professionally and personally through a well written bio. Be sure to include a friendly photo!

Dress your site for success and you’ll get the results you want. Small updates to your website will keep it fresh and appealing to new and return visitors alike.

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Kia Howey Dolby- Branding and Communications Strategist, Brightsmith Creative

Kia Dolby loves you and your brand, and she loves to share her experience, insight and expertise with you.  Kia is the owner of Brightsmith Creative, a boutique communications studio that offers brand development, web design and communication strategy services. Kia has a passion for entrepreneurship. Her specialty is empowering small businesses with the tools they need to build and communicate their brand.

Kia studied graphic design at Florida A&M University and Temple University. She holds over 10 years of experience in marketing, branding, and web design. When she is not working, she enjoys blogging about design and style, playing with her three boys, traveling and vegetarian cooking.

Kia Howey Dolby