Online marketing strategies are being adopted by companies of all sizes and segments, which includes the creation of virtual pages. Some organizations opt for an e-commerce structure, which makes direct-purchase possible. Others for creating an institutional website. The main objective of the latter is to publicize the company, relevant information about it as well as its services and/or products offered.
However, this does not mean that it is not possible to make it generate business. This important relationship channel with your audience can increase your revenue if you take some essential steps. With that in mind, we’ve separated 5 features that you should be concerned about when putting your institutional website online.
An institutional website can generate business
There are two “people” you must please to achieve satisfactory results and financial returns; its target audience and search engine algorithms, mainly Google. So pay attention to these points and start your strategies as soon as possible to become even more competitive. Come on? Good reading!
In 2016, the IBGE (Brazilian Institute of Geography and Statistics) announced that cell phones have become the main means of accessing the internet. This information reveals the increasing potential of digital marketing strategies. But those who believe that just developing an institutional website is enough are wrong.
Responsiveness of a website refers to its ability to adapt to different screen formats and sizes; mobile, tablets, and desktop. Without losing the quality of a visitor’s information or navigation.
Have you ever had the experience of accessing a website through your cell phone and it’s all misconfigured? If so, I venture to say that you must not have been there long. This reflects the behavior of most people. The more difficult it is for your audience to find the information they are looking for, the higher the bounce rate, or bounce rate. This means that people went to a single page and left your site. Terrible, isn’t it?
This has become so relevant that Google already has algorithms that penalize unresponsive structures, compromising its ranking in searches.
Very connected to responsiveness is usability.
Usability is the term used to define how easily people navigate your site. And, consequently, how easy they find it to find the information they are looking for.
It is very important to understand what is the current information consumption pattern. We are getting more and more impatient, with more urgency and less time available. Few things on the internet are as annoying as having to go to MULTIPLE pages to find something simple.
So it is essential that you provide a pleasant experience to the visitor of your institutional website. Always imagine that he is there looking for reasons that lead him to choose the solutions you offer. If you make this knowledge process difficult, you will also make it difficult for him to like your company. You can imagine how bad this is, can’t you?
And talking about user experience is talking about design. With a well-constructed layout, the proper use of colors and visual elements, and a very well thought-out information organization structure, you guarantee a good experience for your user. This means that they will interact more and longer with your website and even better absorb all the information there.
And it doesn’t matter if you are starting to create your website or if you are already in the phase of restructuring its pages, it is essential to have a specialist in Design focused on the web and usability helping you in this stage.
A site focused on conversion is structured to guide the user through the pages and perform actions that are in accordance with what you want them to perform within the site. Driving your website visitor strategically and assertively is therefore as important as attracting them to your website.
For this, the call-to-action (buttons that lead to action) are fundamental to direct the user to a certain action that is interesting for his strategy.
Place CTA’s (call-to-action) at strategic points on your site. Your services page is a great place to put a “Contact a Consultant” or “Buy Now” button, for example.
There are several types of CTA’s that you can distribute across your website pages. They can take their user to their sales page, a chat window or even a Landing Page (a lead capture page), where the visitor can become a lead by filling out some form.
Knowing exactly what actions you want from your website users, it is much easier to determine which CTA’s to use and where to position them so that all types of conversions that interest your business strategy can happen.
In the context of the web, content is nothing more than any information you make available to your audience in order to achieve results on the internet.
It is essential that the content of your website is relevant to the audience that will have access to your page. By getting a deeper understanding of who your current and future customers are, it is possible to draw a very detailed idea of who your ideal customer or persona is.
Also, take into account that content that allows user interactivity is more attractive and more shared. Multimedia features also make it easier to absorb information and hold more attention. So include videos, audio, interactive infographics, which allow the visitor to choose when and how to view them.
But create your content always thinking about what’s important to your customer, their needs, and how your content can be useful to them. The more your content delivers value to those who consume it, the more relevant your site will be. As a result, your brand gains more authority in the market. And everyone prefers to do business with whoever is the most authoritative on the subject, do you agree?
How you organize your content within your site also helps make it more relevant. Through internal links, which lead your visitor from one content to another, it is possible to generate a logical reading sequence that goes from the shallowest to the deepest content. This allows the user to decide how much they want to delve into the subject.
Your brand’s presence on the internet is no longer optional. All of your competitors are there, as are your current and future customers.
Having just one website may not be the determining factor for you to sell more or gain more customers. But, of course, what will drive the most sales for your company is how your website will be built and managed.
All these 5 tips, if applied consistently, have a powerful and decisive effect for your online address to stand out in the market. Thus, your solution or product will be found more often than your competition.
So, did you understand the main elements of a good institutional website? What other strategies do you already know to make your website more relevant and generating more business on the web? Share here for us!