Google published stats show that a whopping 94 percent of people look for local shops and businesses on their mobile first. Sixty-six percent of them then actually visit the shop or their website. A further 90 percent take action as a result.
That’s because your potential customers are either on the go, looking for a place to eat, lounging in front of the television, browsing through the latest fashions, or hurriedly looking for a plumber to unclog the sink. Doulton sheds some perspective on this for us: “All this is typically done on their smartphone or tablet and Google. The all-powerful search engine ranks mobile friendly sites higher than those that aren’t.”
So when you develop your website, ensure it works as well, if not better, on mobile. OraHQ has a great free website audit tool that tells you how mobile friendly your website is - check it out at orahq.com/website-audit/.
The chances of your potential customers staying on your website will have to do with how fast it loads and how easy it is to navigate. Design your website for the finger, so it’s easy to click onto things from a mobile device, and leave all the fancy things behind. This will also ensure that it loads faster on a desktop so you’re covering all your bases and probably making things a lot simpler.
Google also considers the content and structure of a website when ranking, so having a clean design with a clear logic is vital.
“The speed of your website is critical and is a ranking factor for Google”, says Doulton. A quick loading page greatly increases site loyalty. To make sure your site speed remains optimised, you need to take a look at things like the size of your page, the total amount of files that need to load, and once again keep your website simple with easy navigation and no bells and whistles. Music? A fancy home page drenched with multimedia? It will just increase load time. Keep it simple and functional and you’ll be able to hold the interest of today’s attention deficit society.
“Have a number, email address, and a contact form that is easily visible and consistent across all your channels,” says Doulton.
It’s frustrating when someone visits your website, has a question and can’t find a way to get in contact. That is a sure fire way for them to click out of your website, and find someone else - someone who actually has included their contact details.
Make sure that the number or email address can be copied easily or clicked onto from a smartphone to instantly make a call. It’s all about making it easier for the consumer.
It is so important to clearly state on your website what you do. You don’t need pages of copy, but one or two sentences stating who you are what you do and your point of difference can be really powerful and engaging.
Depending on the type of business you run, you could include information that would be of value to the customer. If you are a service based business, a testimonial or review could speak volumes, and if you run a restaurant, a menu with your various locations might be handy. An online retailer might want to include some good quality pictures of merchandise with specifications of each product. Tailor your information to suit your business and remember less is more, but make sure whatever you have on your website adds value.
Having your business become extinct is the last thing you want to happen, so these tips should be a great starting point to ensure you’re doing everything to enhance your digital store front and enticing those online customers into choosing you.
If you want to discuss your website needs and get the experts to sort this out for you, visit www.westpac.co.nz/business/business-resource-centre/resources/ora/
They also offer free workshops with the experts themselves. The regular 'Lunch and Learns' are great opportunities to meet the team and learn how to grow your business online. Visit orahq.com/events/ to find out when the next upcoming session will be held.
To find out how we can help you grow your business and take advantage of our great banking offers for association members visit westpac.co.nz/business/industryspecialists/industry-association-banking-packages.
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