First impressions can create a lifelong ambassador or a disappointed grumbler—and those impressions can spread exponentially for the positive or negative, depending on the customer’s experience. Whether it’s your label design or website, this is your chance to woo prospective patrons. Before that can even happen, though, they must be able to find you online.
Here are 11 ways to bring your web presence to the next level so you’re not only reaching a wider audience but ensuring those who find you have an enjoyable, memorable experience.
- Be unique. If your website doesn’t currently align with your branding (or your branding itself needs honing), it may be harming rather than helping your online presence. You don’t want your website to look like another cookie-cutter template users forget as soon as they bounce but rather a reflection of your unique culture and graphic identity. Ideally, it will wed aesthetically striking design with seamless functionality to create a gratifying user experience that inspires visitors to explore—and come back.
- Make it mobile-friendly. The number of people accessing websites via mobile devices increased 222% from 2013 to 2018, and that upward trend is only growing. If your website is not responsive (adapts according to screen dimensions), users on mobile devices will have trouble navigating it—and, worse, Google will penalize your site in its search engine rankings.
- Lock it down. Google recently announced that Chrome will start blocking insecure elements on sites with mixed content, beginning with a disconcerting warning to visitors about insecure content in an upcoming Chrome release with full blocking of insecure elements (e.g., images, scripts, stylesheets, or pages) by January or February. That means sites with http elements instead of https (secure/SSL) may appear broken or be altogether inaccessible to people using Google Chrome as their browser. Try viewing your website in Chrome and take a look at the url bar—if there is a lock next to the url on all your pages and posts, you’re good to go. An information icon (circle with an ‘i’ inside) indicates mixed content, whereas that same symbol followed by “Not Secure” warns all of the content on that page is insecure.
- Streamline images. Google has been placing growing emphasis on the speed of page loads in its search engine algorithm, and that has become heavily weighted in recent years, especially in the context of mobile devices. One of the ways to accomplish a significant speed boost without compromising image quality is to convert images to the new WebP image format recently introduced by Google.
- Track conversions. Ever wonder how traffic flows through your site, where it comes from, and whether these referrals result in valuable actions? You may be paying for a directory service or advertisements but have no idea whether those investments are worthwhile. Setting up conversion funnels and tracking will help you make decisions that garner the best bang for your buck.
- Scope out the competition. An SEO expert can conduct a competitor analysis to identify challenges, tease out unique opportunities, and recommend how to make your website rise above the rest. A one-time investment in in-depth SEO research and analysis can pay huge dividends when it comes to crafting and implementing an effective online marketing strategy.
- Make it accessible. Getting an ADA compliance audit can help you determine whether your website is accessible to those with disabilities—a concern that has escalated with the rise of ADA lawsuits, including winery websites. This is one of those situations where an ounce of prevention may be worth a pound of cure as it potentially saves thousands in lawsuit costs.
- Build buzz. There’s no denying the power of social media, and harnessing that power is crucial to the success of every business these days. If you’re not regularly posting to Facebook and Instagram (and to a lesser extent, Twitter), you’re missing an opportunity to broaden your fan base, encourage engagement, and create faithful followers who happily spread the word about your business.
- Reach out. Whether it’s a Facebook post, Instagram story, or Google ad, geotargeted ad campaigns can zero in on the precise demographics best-suited to your products or services, making your brand visible to thousands who may otherwise be unaware of your company.
- Keep in touch. Your mailing list is one of your most precious assets. These are folks who have already expressed interest in your business and want to keep up with the latest news. By providing valuable dynamic content through regular blog posts and sharing that content via e-newsletter campaigns, you reward existing customers with pertinent information and draw new users to your website through compelling blog topics. Philip vanDusen’s Brand•Muse and Keto Savage’s 7-Set Sunday are two exceptional examples of engaging, authentic, valuable e-newsletters that follow consistent patterns so you can always jump to your favorite sections—or read top to bottom to savor every morsel.
- Control your Google presence. Do you have a Google My Business page, and if so, is it up-to-date? When you do a Google search, the relevant Google My Business page is displayed in the righthand sidebar. It provides a synopsis of the business/service provider, contact info, relevant images, and a link to your website. Setting up a Yelp page is also essential for those with brick-and-mortar establishments. Both Google business and Yelp pages inspire greater confidence and contribute to a professional, unified online presence.
Don’t panic—Capiche can help you with all of the above services and more through our affiliate Michaels & Michaels Creative, LLC. We can create a custom plan tailored to your particular needs and budget. Don’t hesitate to email Michaels & Michaels Creative and ask for the Capiche discount of $200 on combo packages featuring four or more services. We look forward to helping you bring your web presence to the next level!
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