The great thing about websites nowadays is that anyone can build one. The downside of websites nowadays is that anyone can build one.
The online world has become increasingly crowded with brands and content, to a point where marketers are fiercely competing for the attention of customers.
Customers, on the other hand, are having difficulties distinguishing one website experience from another. Everyone has a webshop, blog, or about us page and digital sameness has taken the center stage. When you go online and look at websites of travel, retailers, or food delivery, it’s not difficult to see the striking similarities.
Your website is one of the most important touchpoints of your online experience and is used to satisfy the needs of different target groups, from customers all the way to employees. You want a website that reflects your brand, distinguishes you from competitors, and as the cherry on top is easy to navigate and user-friendly. However, this is easier said than done.
One does not simply create a great website
Websites are the beating heart of the customer experience (CX) and your CX comes to life through a combination of brand, product, and content. Like a Siamese twin, one cannot exist without the other.
Any good website design begins with the brand personality. Because, if you don’t know who you are as a brand, what you stand for, and why you are in business, how can you communicate and connect with customers? Well, exactly, you can’t, at least not in a memorable and meaningful way.
Based on the needs and wants of your customers and your business objectives, you develop the scope and structure upon which the website is built. Design and technology take the concept to the next level and creativity differentiates the site from others. The content - through text, video, photography, and illustrations - makes the site more personal and helps with increasing conversions.
Don’t fall prey to these 5 common mistakes
The attention and trust of your customers must be earned, a good website helps you accomplish that. But there are some traps you need to watch out for along the way:
Making sure that your website stands out in a “hey! take a look at me” world, goes much deeper than a sleek design and pretty visuals. Any great website always starts with what matters to customers and of course the business. It’s the heart of your CX and if it’s any good, it will find a way to the heart of your customers too.
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