You’re probably asking yourself, why do I need a website refresh if business is booming? The consumer landscape is ever changing. Your business should reflect these changes in your plan and marketing strategy.
For instance, your target audience could be the middle-income market in the U.S. But, according to McKinsey & Company, you’re missing out on the most influential consumers.
The management consultancy firm predicts people in emerging markets between the ages of 15 – 34 are underserved. And yet, they are the most prepared to spend on premium products.
The internet has created a global village. It’s revolutionized how consumers search for and interact with services and products. To adapt to the digital landscape, you must implement the necessary strategies. That includes a professional and user-friendly website to grow and expand your reach beyond borders.
In this article, we’ll discuss the important features needed for your business website to succeed.
#1. Branding
Previously, logo design and branding required hiring a professional or a graphic design company.
Things have changed to a certain degree. Companies no longer need to spend money on fancy motifs or logos for website creation. An AI website generator or AI website builder is a cost-effective way of building your website.
Your website branding can be as simple as choosing a logo with an AI logo generator which kicks out Austin Web Design based on your personal preferences. Additionally, focusing on website design can enhance the overall user experience and create a cohesive brand identity. It’s easy, powerful, and perfect for building a strong brand, suggests Hocoos.
Your branding is an important part of your business website. Answer the following questions when designing your branding:
- Is it unique?
- Do the colors align with my brand?
- Is there a consistent theme throughout my website?
- Do I have a brand style guide?
#2 SEO
The main function of SEO is to increase your website visibility. When potential clients search for a product relating to your offering, it will be easier for them to find you.
The higher you rank on a search engine result page (SERP), the more likely they will click through to your website. This also increases your organic page ranking.
Search Engine Journal says that SEO for brands is a must. According to the publication, Google is the most visited website in the world, with YouTube coming in a close second. If any of these platforms view your website as a trusted brand, you’re already winning the SEO game.
#3 Important Information
Every professional website needs a call to action (CTA), contact information and content that coincides with your brand message and tone.
Assuming you’re offering a service, your portfolio must be integrated into your website and easy to find.
When it comes to product descriptions, make sure they are clear and concise. Product images should be high-quality with the relevant alt-tags for SEO purposes.
Some small businesses don’t give much thought to their CTA buttons. Business2Community reminds SMEs that this feature is a core function of marketing and sales.
Research different CTAs and find out which ones work best for your website.
#4 Website Navigation
A slow, unresponsive website is the fastest way to lose customers. The aim is to enhance the user experience.
Fast load times, intuitive navigation and an uncluttered page design contribute to good website functionality.
Hackernoon says website interfaces are the bridge between style and functionality. Interfaces should be able to adapt to screen sizes, including mobile devices and tablets.
Choosing an eCommerce Platform
There are several things to consider when picking the right eCommerce platform. Statista predicts that by 2027, nearly 23% of all retail sales will be due to eCommerce transactions.
Think of your eCommerce platform as the command center of your online store. It’s a tool that controls orders, product listings and payment processing. An excellent platform does all these things and much more.
According to The Ecomm Manager, there are various types of platforms:
- Cloud-based SaaS
- Self-hosted open source
- Enterprise
- B2B
- Marketplace
Take your time in researching the options available to you. Once you’ve chosen an eCommerce platform, ensure it can easily integrate into your website.
If you are switching platforms, ask the service provider how your existing CRM can incorporate the new tools. Sometimes, it’s as simple as a plugin. Other times it could cost you more time and effort.
These four features are pertinent to running a professional website. Once your website is live, always ensure all functions are working properly. This pertains to your back end and the front end.
If in doubt, call your customer support team for further assistance. They will be able to remedy the problem if you are not able to fix it.
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