Our main consideration as web designers is to produce a web offering for our clients which is aimed effectively at their target audience. There is no point producing a fancy bells and whistles Web 2.0 ecommerce solution for a client who sells bespoke insurance services B2B. Their target audience is not going to be receptive to this kind of website and is going to see it as gimmicky and lacking in authority. On the other hand if our client is setting up a new company to launch an innovative product and is aiming at the general public we might recommend a website design which is bold, to the point, colourful, slick and clearly encourages visitors to buy online.
At Areoff we then move onto looking at how the website should be structured to exploit our clients business and products to the full potential as well striking the correct tone. If a niche-based recruitment specialists tries to put up a website listing their select range of jobs with a search facility it is likely to fall flat on it’s face when competing with the likes of the large, internationally based recruitment websites that are offering jobs across all industries. Instead we would recommend an online brochure website which details in a few highly targeted and optimised pages what services they offer, how they operate and how to contact them. Along with testimonials from satisfied clients, service level assurances and terms and conditions, web designers like us can produce websites that will be effective marketing tools for our clients.
All too often the simple things are ignored like calls to action. What does this phrase mean? In it’s simplest form a call to action can be a button that says ‘get a free quote’ or ‘contact us to find out more’. It is quite blatantly appealing to the visitor to do something to progress beyond the stage of mere browsing to actually doing something tangible towards engaging with the company who wants to sell them a product or service.
Many of the larger companies on the web go out of their way to deliberately make it hard for visitors to contact them by phone to avoid having to deal with floods of calls. Unless you are in the enviable position to want to prevent customers calling you, it is wise to have a telephone number or contact us button prominently displayed on your site since this is the main way you are going to convert an anonymous browser on your website into a potential client. However you prefer to receive enquiries be it by phone or electronically, as web designers we can produce effective webpage layouts to communicate effective calls to action.
Ultimately, it is the all too often overlooked aspects like this that make the difference between a website that encourages visitors to contact your company and a website that is passive and will not generate any business whatsoever, even if you are top of the search engine pile.