Categories
Blog

3 Tips to Make Your Website Actually Useful

Gone are the days of a “form over function” internet. Where once the simple novelty of seeing a business online, in any fashion, was often enough. Now, today’s more savvy audiences simply want to get where they are going. So with the priorities of today’s business websites being speed and ease of use, here are 3 tips that can make sure you are providing your customers the information they require in the best way possible to help you make conversions either on your site or in person.


1. Where is the business?

Contact information is the most important information you can have on the internet. Seems simple enough, yet many well-intentioned websites make this information difficult to find. Studies show that people will tend to look at the top left corner of your website first, like they’re reading a book. This is where the most important information should be, your contact info—don’t make customers scour the page looking for a way to find your business.

There is lots of data you can include in the contact information section. The trick is finding the balance of information overload vs. unnecessary vagueness. There are three things you need to specifically include:

Hours of operation

People seeking this information are likely close to buying, so having your hours of operation listed accurately and in a fashion that’s easy to read is a huge priority. Here are two examples, one bad and one good, to showcase how your hours should be listed online

Don’t do it like this
We are open Mondays – 8:00 am-5:00 pm, Tuesdays – 8:00 am-5:00 pm, Wednesdays – 8:00 am-7:00 pm, Thursdays – 8:00 am-5:00 pm, Fridays – 8:00 am-7:00 pm, Saturdays 12:00 pm-5:00 pm and the service shop is also open until 7:00 pm.

Looks hard to read, right? It doesn’t look nice, it’s hard to look at specific days, and you don’t know if the service shop is just open on Saturdays, or if it’s always open until 7:00 pm every evening.

A better example
Sales:
Mon 8 – 5
Tues 8 – 5
Wed 8 – 7
Thurs 8 – 5
Fri 8 – 7
Sat 12 – 5
Sun Closed

Service:
Mon-Sat: 12 – 7

Looks a lot nicer, right? It’s a lot easier to read and find the information you need. The most important part is to make sure the hours are accurate. Even if it takes an extra line to better explain a confusing set of hours, customers greatly appreciate knowing when they can expect your business to be open.

Address

Unless you’re an online retailer, your address is an essential part of your contact listing. But just like hours of operation there is are a variety of ways to share your location. Here is how we recommend it. Provide enough information so that Google maps can locate the business. For people in major cities, often times just your street address is sufficient. But if your business is a little tricky to find consider linking to a map application, or have the map right on the website. If you’re going that direction, make sure to use an accredited map engine like Google Maps, instead of a hand-drawn creation. People tend to be a lot more familiar with popular map formats and might get confused/scared at the sight of your beautiful artwork.

Phone number

This is the number where customers can most easily reach you. Businesses with multiple departments equipped with individual phone lines, might want to stick those on a “Contact Us” page. There’s no sense in cluttering your home page with 30 different phone numbers. Businesses should have one phone number on the homepage display to be a catch-all for any inquiries. Don’t forget an area code for those out-of-town customers. Make it easy for on-the-go customers to hit a button and have their mobile device ring the business instantly.


2. Who is the business?

You likely have a lot to say about your business so the real challenge here is the distillation of your story. Here, think of the company from the customer’s’ perspective; what makes you unique? Why are you better than their competitors? What do you do for customers? These question will likely shed light on the most important information to share, at least at the top of the page.

Once you’ve got your top level information cased, consider designing a way for interested customers to learn even more about the business. There you can dive deeper into your history, philosophy, and share any achievements or media coverage your business has had in its past.


3. What does the business do?

This is where functionality needs to be the highest priority. Customers are looking for confirmation that your business is what they are looking for in the moment they are searching. You can’t afford to have this information be anything but concise, easy to find, and extremely helpful. It’s challenging to know the exact right strategy for your business but a tactic we recommend is taking a look at your closest competitors for insight.

Look at those website and assume the perspective of their customer. If you like something about the way their website works, make a note. If you find something super inconvenient or confusing, again, make a note. Have these notes inform your approach.


Conclusion

A lot of people think a website should be an online version of your business. In reality, this is virtually impossible. A website is more like a messenger for your business. It’s a tool for relaying information about the business to potential customers. If your messenger is long-winded, confusing and tries to use flashy bright colours to grab attention, the customer is not going to be engaged. If your messenger relays all the information in a simple, concise and memorable way, customers will be much more likely to engage. It is quite likely a website is the first impression the customer might have of your business—remember, you only get once chance to make a first impression!

Categories
Blog

How to #Hashtag

How hashtags can help you reach the out-crowd and engage the in-crowd

The facts are in: if you are not using hashtags, you are missing out! With a tweet with hashtags being 33% more likely to get retweeted, these handy hashtags can make the difference between #GameOver and #Trending when it comes to social media success. Hashtags are more than just a fad, they are a means of organizing information and standing out from the crowd. Hashtags are also a way to engage with millennials where they shine brightest – through social media savvy. With millennials beginning to outnumber previous generations, speaking their language has become increasingly important. Do not miss out on this opportunity to #GetSocial!


Hashtag basics

The hashtag (#) turns any word, or group of words, into a link that can be searched. When writing a hashtag, leave your grammar at the door – no punctuation, no spaces! The best way to keep your message clear is to capitalize each word #LikeThis, otherwise known as using CamelCase. Got it? Let’s move on!

There are two ways businesses can use hashtags to their advantage.

  1. To reach the out-crowd by joining a conversation that is already in progress.
  2. To engage the in-crowd by starting a new conversation.

Reaching the out-crowd

As a business, using hashtags to reach potential new customers is a no-brainer. How do you do this effectively? By joining a conversation that is already in progress! Start thinking about what words people would search when looking for a business like yours. If you don’t know where to start, remember the old saying, “Keep your friends close, and your competitors closer”! Follow businesses who are doing similar work to you on all your favorite social media websites – especially those who have a great following. What hashtags are they using, and how many? Keep in mind that less is more both in scope (as hashtags that are more niche have a more engaged following) and in presentation (as too many hashtags looks inauthentic).

For example, this, “Take a bite out of our best burger today! #BurgerLover #Foodie #CheatMeal” is better than this, “Take a bite out of our best burger today! #WhatsForDinner #Foodie #EatClean #CommonTable #OnMyTable #TasteMade #ForkYea #OnTheTable #FoodStyling #BeautifulCuisines #HeresMyFood #TheArtOfSlowLiving #FreshFoods #CheatMeal #BurgerLover #Foodstagram #BurgerLife”.

So, K.I.S.S. – Keep It Simple Social-Media-User! Using hashtags by joining a pre-existing conversation takes your business and puts it in front of someone who would have never found you otherwise. That’s something you can feel #Blessed about!


Engaging the in-crowd

The second way that you can use hashtags to build your business is by starting a conversation with the followers that you already have by creating an original hashtag. Brands from Calvin Klein (#MyCalvins) to Charmin toilet paper (#TweetFromTheSeat) have managed to create original hashtags that engage their audience in a way that builds their social media momentum. Original hashtags can be used for promotions, contests, events, or general brand awareness. Just be sure that when you are creating an original hashtag that it is clear, simple, unique, and catchy. No one will want to join your conversation if it’s confusing or boring.

Imagine if Coca-Cola’s classic #ShareACoke hashtag was #TakeACocaColaAndGiveItToSomeoneElse – not very fun or memorable! Original hashtags give your followers something to talk about and a way to interact with your business on a personal level.


Not all social media sites are created equal

Using hashtags is not a one-size-fits-all solution. Each platform will have its unspoken rules of how many hashtags are acceptable. Where Instagram shows posts with an average of nine hashtags performing the best, Facebook posts get the greatest engagement with only one hashtag. Each social media site is unique in its function and audience, so take the time to explore the sites you want to use for your business before posting.


Are you #Trending yet?

These tips and tricks for how to use hashtags as a business are about more than getting ahead in a technological age. Hashtags, above all, are about building community. By putting a simple pound sign in front of a word, you are taking that message and immediately sharing it with someone who cares about what you do and how you do it. This tool is a revolutionary way to make your words matter and allow them to connect with not only a new customer, but a new spokesperson for your business. From #MotivationalMonday to #FlashbackFriday, use your new hashtagging skills to make both the in-crowd and the out-crowd your new #BFFL.