Have you ever wondered why some websites seem to speak to potential clients while others simply drive them away? Many people assume that an attractive website depends on the latest new graphics, apps and other “bells and whistles,” but in reality great content is what keeps people coming back to your website over and over again.
As a business owner, one of your most important jobs is to present your brand to the public in a way that makes them want to interact with you. This is particularly true for professionals in a service industry such as law or medicine. Without an attractive and useful website, professionals may appear to be less knowledgeable or approachable, which can potentially discourage new clients from finding out more about them.
Start With the Basics
The basic content of your website must be useful to visitors if you hope to keep them there or encourage them to return. Therefore, any website evaluation should start with some very basic questions:
- Does my website have relevant content that is easy to find? One of the most basic and often overlooked factors of any website is how easy information is to find. Consider a website you have visited in the past that was difficult to use; how many clicks did you put in before you gave up when trying to find relevant information? Research shows that requiring more than three clicks to find contact information or other important facts will result in visitors leaving the site. Therefore, the first lesson in website building is to anticipate what your visitors want and make it easy for them to find!
- Does my content show what I can do? While it is great to put up attractive photos, most people are looking for more relevant and helpful content. They want to know about your professionals; they also want to know how you handle their particular needs. Therefore, having easy-to-navigate pages on a wide range of topics will help you attract and keep more visitors. By showcasing your professional experience, you will also encourage them to trust you to handle their business.
- Does my content help visitors find answers to questions? Some professionals worry that by answering questions on their website, they will give away “free” services. Actually, the opposite is often true. Well-written blog posts or pages answering common questions actually encourage visitors to talk more to the professionals who wrote them. Therefore, beefing up your pages with high-quality content in your particular field will position you as an expert and help you build trust.
Once your website contains the right content, your visitor count will automatically increase–and so will your interactions!
At Caldiatech, we have spent decades working with professionals, including lawyers and dentists, to build strong, interactive websites that attract visitors and turn them into clients. If you would like to know more about how we can help, give us a call today. We love working with professionals to boost their businesses with great websites and SEO practices!