When was the last time you updated your website?
For years, a company could create a website, provide information about their products, services and location, then leave it static for a lengthy period of time. Essentially fulfilling the need to have a ‘web’ presence.
And while that was a great solution in the past, that is no longer the case. The way people use the web now has grown from simple organic searches to video interactions on a multitude of social media platforms oftentimes through mobile. These interactions are what drive customers to a company website.
What does this mean for you? If you have not integrated new technologies into your website (social, responsive – what does that even mean?), it may be time for a change. Rather than be left behind, it is time to reengage, refocus your website and integrate social media into your online presence. Social media, such as Twitter, Facebook, Instagram, is how you reach new customers, interact and educate. Social media is also where new customers learn about you. So if you aren’t there, how will they know you exist? And once they get to your website, what will they find?
Our average attention span is now 8 seconds - 1 second less than a goldfish.(1)
Because our attention span is now so short, it is imperative that your website easily and concisely communicate benefits to your customers.
Over 60% of all searches come from a mobile device.(2)
Which means your site also needs to be mobile-friendly. Updating your site so that it is viewable with mobile will also help your ranking in search. Google updated its algorithm to rank websites that are mobile optimized higher than those that are not.
How do you take a static website and update it to integrate new technologies, social media AND is viewable using mobile?
Take a minute and look around the web using your mobile device. Note whether a company’s website view is the same from a PC, tablet or mobile. 27% of consumers will leave a site if it is not mobile-optimized.(3) Responsive design websites detect a user’s screen size and adjusts the layout accordingly - one website, viewable my many screen sizes in the same way. With easy to read text, quick loading images, and minimal navigation. How easy to read and navigate is your website via mobile? Make sure your website is responsive.
You’ll see many websites using large background images with a short and concise statement that easily describes the business or product benefit. A design that is easy to read and capture the essence of the company in a matter of a few seconds even if looking at with a 5” screen.
Another common aspect you will experience is the length of scrolling on a home page. Due to high volume of mobile use, visitors don’t want to have to continuously click through a site, page by page, to find the information. Therefore, homepages frequently include a brief preview about their company and products a single page. Navigation is simplified enabling visitors to easily locate and capture information quickly.
Reaching new customers and engaging them starts with social media. Write a blog that educates new customers about your industry and key solutions to attract them to your website. Interact and share information where your customers spend their time - Twitter, Instagram, YouTube, etc. Include photos of your product. Create and upload videos that demonstrates how your product works or customer testimonials. Get customers excited! Give them a reason to engage! And be ready when they do.
Due to the growth of social media and easy-to-use technologies, interaction and sharing is now a primary driver for customer engagement. Don’t get left behind. Update your website and make your presence known.
1 National Center for Biotechnology Information - http://www.statisticbrain.com/attention-span-statistics/
2 The Next Web - http://thenextweb.com/google/2015/04/22/are-you-ready-for-googles-mobile-algorithm-change/
3 ExactTarget, 2014 Mobile Behavior Report - https://www.exacttarget.com/2014-mobile-behavior-report