Can you remember a time when you were drawn into a shop by a clever window display? Or perhaps put off from entering somewhere new by a confusing store front? This power of first impressions applies to the online world as much as it does to the high street, and it doesn’t just concern ecommerce stores. Service businesses should be equally aware of the impression that their website gives to potential clients, in particular your home page which is where the majority of visitors will likely enter your site.
You wouldn’t expect customers to visit a dated shop, and you wouldn’t invite clients into an unkempt office. So if you present your potential customers with a tired, difficult to navigate website, don’t be surprised if they don’t stick around.
Anyone who is undecided about your business can be drawn in or put off by your website, gleaning all that they feel they should know from a simple glance. So does your website communicate your brand values, current offers, or popular services? If you are unsure, let’s dive into how to create the ‘shop window’ experience for your website.
Firstly, before you get carried away with any big changes, make sure your website appeals to your target market. Just as the window display of a baby clothing store is made to make new parents go ‘aww!’ so your website should draw in your target audience. Think of it as your business values meeting the values of the customers you want to attract.
For ecommerce stores, ensure that your home page reflects the current events and seasons, whether it’s a Valentine’s Day banner, or a badge supporting an awareness month. Just as you would change a physical shop window display to keep up with the seasons, make sure your website stays relevant.
While you may not have a Valentine’s Day special for your service based businesses, keep up with the changing times, and make sure the first image your visitors see isn’t a dated award nomination!
That doesn’t mean that you have to wait for a special occasion like Christmas to change things on your website. Instead you should make sure to refresh your offers, banners, products and news articles regularly.
As well as enticing new customers to explore further, repeat customers will learn that visiting your website frequently will be of value. If the home page looks the same every time they stop by, there is little chance of them becoming regular visitors.
Updating your imagery and text regularly will not only encourage visitors to come back again, it will also assist your SEO efforts as search engines prioritise fresh content.
Finally, don’t look like everyone else. Imagine your website as a store front on a packed high street – how will you make it stand out from the shops around you?
It may seem like a lot of effort, but the more work you put into your website ‘shop window’ on a regular basis, the greater rewards you will reap.
Are you feeling inspired and thinking of injecting some fresh thinking into your website? Get in touch with our team and find out how we can help. Email firstname.lastname@example.org or call us on 01600 891525.