Why Your Website isn’t Working!
We log on to the World Wide Web every day to check information, find a service or purchase a product.
Put simply, a website gives your company credibility to prove you are established as an expert and it also provides clarity – to share information about you.
As a Media PR Communications Specialist, I think a website should be one of your best PR tools to enhance your brand image and there are some simple steps to improve it.
Broadly Speaking I think there are two types of websites:
A brochure website
– this tells people about you, your services and how they can contact it. This type of website acts as a reference to tell people who you are and what you do.
An e-commerce or sales website
– this allows customers to access the pages, see the items, place them in a ‘basket’ and pay for them at the checkout via online shopping options.
Some websites offer both benefits.
I would suggest that you can ask yourself the following questions to help your website become a powerful PR tool:
Is your website user friendly and easy to navigate?
When the user clicks on a link, does it work?
Can the user easily find information, products and services they need?
Is there a logo that is clear and easily replicated in small or large form on all pages?
Does the website represent you and what you do?
We live a busy world and we have a lot of things competing for our attention.
Stand out from crowd and explain the origins of your business, project or event to tell the customer that you have a ‘history’, as an established company or organisation.
Are there brand colours that represent your business? If yes, use the colours as part of your website design to give the user a familiar experience of your website.
Is there a good mix of images and text?
Visual pictures can engage with people when words become overwhelming so think about ways to project a visual image of you and what you do, to be memorable!
Have a gallery to show images of you and your team at your best.
Perhaps have images of other people using your product or service.
Consider creating a video and place it on the home page of your website to create a personal impact and engage the user.
Is there a call-to-action on every page?
Tell people how to contact and interact with you. If you have someone looking at your website – make it easy for the user to contact you to ask questions or engage with you to create a sales opportunity.
Social media is great but think of your audience as a end user: they may appreciate a phone number, instant messenger option or email address so they can communicate with you quickly, without it being a hassle.
Ultimately, you want to make the website experience effortless for the user to navigate. Don’t be afraid to trial your website first with some test marketing and volunteers before you launch it – just to make sure it is functioning at its peak!