Some people call it the “it factor”: the idea that the most compelling people, places, and things have an ineffable charm and an intrinsic quality that simply can’t be recreated. Unfortunately, there’s no way to measure, collate, analyze, or reproduce “it” –– whatever “it” is. However, in the world of business, professionals need to deal with tangibles; they have no use for fanciful musings or unsupported theories. Instead, when designing a professional website, business owners should have a well-developed plan on how they’re going to separate themselves from the competition. To that end, here are four concrete ways to make your company’s website stand out from the pack:
Make Everything Easy
This shouldn’t come as a revelation: customers love convenience. So when you’re creating your website you should work to ensure that everything about it is intuitive and easy to understand. You don’t want your leads struggling to find products or services buried deep within your website. Furthermore, streamline your online store to promote easy use and mitigate against consumers exiting your site at the last possible second.
Avoid Gimmicks
Websites that utilize gimmicks and give into fads just look tacky and unprofessional. Remember that it’s okay show some personality and be lighthearted, but at the end of the day your website should focus on serving your customers. If you’re sacrificing functionality for something inessential, then rethink your priorities.
Optimize Products and Services
Companies that don’t bother writing appropriate headlines and meta descriptions for their website are always going to struggle to make progress in a crowded marketplace. Rather than sticking with the generic back-end settings, give proper weight to keywords and phrases that actually explain what you do –– and label your pages accordingly. Chances are people on search engines will go looking for specific products and services, instead of your company’s moniker. Note that whatever it is your company specializes in –– from vintage guitars to doctor loans –– your emphasis should first and foremost be on the product or service you provide.
Use Original Visuals
Companies that use original visuals tend to stand out more than those that stick to stock images or videos. When used on your site or on social media, visuals can tell a story and help build trust with your brand. In addition to photos, the use of visuals like custom infographics, gifs, or animations will really set you apart. If you are serious about your branding, there is nothing more effective for storytelling than video. Learn about video production processes and formulate your own story that you can use to help sell products, establish your brand, or showcase customer testimonials, all on your website.
Answer Tough Questions
Consumers value a website that provides valuable insight. Plain and simple, if you’re able to deliver cogent content consistently, you’ll likely attract qualified leads to your site. Pertinent and timely blogs, smart videos, and the occasional guest post will go a long way toward helping differentiate your site from the competition. Don’t flatter to deceive on your site; rather, get down to brass tacks and give your visitors the information they’re looking for. Odds are, you’ll see the rewards of that effort sooner rather than later.
