Persuading your website’s visitors to buy your products or services is absolutely a substantial goal. Yet, there are other essential factors you need to take into account to support your aim and to help create customer loyalty towards your brand.
Generally speaking, the following mistakes are made mostly by new businesses. Thus, you should avoid making them on your brand website in order not to affect your brand negatively:
1. No Additional Value
Some brands devote their websites to promote the products or services they can deliver. That’s to say, there is no added value for the website’s visitors. Increasing a website’s visitors has become a goal for business websites these days. Thus, one of the most effective marketing strategies to increase traffic to your website is to create a blog on your brand’s website. Not all website visitors are certainly buyers, yet useful blogs have the power to create a positive impression on the brand, attract visitors and convert them to potential buyers, and stimulate them to make decisions.
Studying the needs of customers after purchasing your products is a crucial step. When you provide your customers all the information they need to use your products, this will deliver them a feeling that you are careful about tiny details that answer the customers’ questions and improve their user experience. This will help establish your reputation and earn customer trust that you are an expert seller in your niche.
Figures from the 2020 B2B Content Marketing Benchmarks by the Content Marketing Institute in North America have shown that writing blog posts ranked second after social media content in the list of content types that B2B marketers used in the last 12 months.
Have no idea what to tell people in your blog? We have got you covered.
Our suggestion for you is to write about tips, how-to articles, and information that are intriguing to your target audience. Of course, you should connect between your products or services and your blog. They should support each other.
If you offer laundry services, for example, and you have a website, you may give tips about the actions that damage clothes or you may talk about types of cloth that are suitable for sensitive skin.
An excellent concrete example that you can follow is Pampers. It was one of the first brand websites that offered its target audience added value when visiting the website. It provided them with useful tips and medical information that can make babies healthy and mothers happy.
2. Too Much Text
Long gone is the fashion of filling your websites with pages of text. In this place, we’re not talking about website blogs which we discussed in the first point and which are mainly text-based and can be accompanied by visuals such as infographics. Visual content is recently the king of contents, especially after the emergence of visual-based social media such as Instagram, Pinterest and Snapchat.
To make it clear, the image above demonstrates a website that offers design services. It’s indeed a fundamental mistake to offer designing services and to be plainly designed.
This website actually needs to be redesigned because it contradicts the service it offers. It should be designed beautifully to catch the visitors’ attention and leave a good first impression.
For instance, they may present some logos that they designed for their previous clients. We all like to see previous works before we make our minds. If you go to their blog, you won’t see any attached images or infographics that support the elements of the blog.
The core of providing this example is to make sure that you are consistent in presenting your brand. You shouldn’t contradict yourself. Prioritize the content of your homepage. Write the important information you want your customers to see in chunks and avoid blocks of texts that lead visitors to leave your website without achieving their goal and yours as well. Providing your visitors with small informative chunks creates an engaging customer experience and helps them move smoothly and swiftly among the pages of your website. Enrich your website, particularly your homepage, by adding different kinds of visuals and if possible to your blog and other website pages. Don’t hesitate to bring visuals whenever possible, whether on your other website pages or blog.
3. Lack of Human Connection
As might come to your mind, increasing a brand’s sellings is the top priority for businesses. In reality, this thought wouldn’t guarantee a brand’s dominance in the market for a long period as other competitors may manage to dominate the market at a glance by following different procedures.
What maintains a brand’s strong presence, good reputation and distinction in the market is how people perceive it. Making social connections with your customers helps establish brand loyalty and improve people’s awareness and perception of your brand.
What does this have to do with a brand’s website?
Well, this is the key question!
There are many simple and creative methods you can follow to strengthen your ties with your customers on your brand website.
According to Live Chat Statistics in 2020, 79% of customers prefer live chats. You can create a chat widget on your website.
Don’t forget to add a nice automatic welcome message to your customers who hit up the chat widget. Provide a good chatting service to them. 92% of customers prefer live chat because they get instant responses. Try to reply as quickly as possible to their questions. Offer them advice and suggestions when they are hesitant or in a hurry.
You may want to be distinguished and to think outside the box by using other techniques. Our creative suggestion is to touch customers’ hearts and tell them your inspirational brand story, your and your employees success stories, the challenges you faced and how you managed to meet them, or a hint about your future goals.
“I use content marketing because stories make connections through emotion since people are less likely to forget an emotion and, as a result, they’re less likely to forget you and your business.” Kim Yuhl, a marketer and consultant.
Speaking of the emotional level, it’s promising to know that Pampers’ global revenue grew from $3.4 billion in 1997 to $10 billion by 2001 after its first partnership with UNICEF in a worldwide vaccination campaign to save children and mothers, its target audience.
4. Bad User Experience (UX)
Having a bad UX experience on a brand’s website is one of the technical reasons why visitors leave your website without taking action; therefore, it affects your brand’s representation and revenues. Make sure that your website offers visitors an enjoyable and easy experience. Show them that you welcome them to your website and make them feel that you do care about all your brand’s details and you understand their needs. First impressions last. So you need to offer a great UX experience from the first visit.
There are many areas you need to be mindful of in this regard.
The following are UX mistakes you need to avoid in order not to impact your brand negatively:
– Having a website that’s not mobile-friendly: this a fatal mistake in 2021. It will give the visitors an impression that you don’t care about their experience on your website using mobile phones. By making this, you either force them to use their PC or bid them farewell. Apparently, the latter option is easier! The following image shows an example of such websites.
– No call-to-action button in the homepage: a homepage that doesn’t include a CTA button is misleading. CTA buttons are considered the first guiding step in a web page that enables a visitor to know what to do next.
5. Inconsistent Branding
Inconsistency in brand design is one of the most common mistakes businesses make. Inconsistent branding design results in shaping a vague and split personality for your brand. It makes people at a loss to form a clear and real image of your brand and start questioning your authenticity. Also, it will negatively affect your brand growth and affinity in the long term.
You need to be consistent in presenting your brand. Make sure that your brand logo’s quality gives the same desired feeling to your offline and online customers. The color schemes and styles of your product packings or bags and your store design should be in harmony with your brand website’s design and social media accounts as well as your marketing materials such as brochures.
Compatibility in colors and styles helps keep people in tune with your brand. Most importantly, it creates an instant recognition of your brand. People won’t be unable to recall your brand or be reluctant to recommend it to their friends and relatives. It won’t make your online customers feel estranged from your brand when they visit your place. Make your clients feel at home on your website and at your store.
To conclude, you can fulfill your top brand aims and cultivate your brand’s customer loyalty by staying away from these mistakes on your website. If you have already made one of them, fix it as soon as possible since it may be the difference maker that would increase your customers, therefore, your revenues.