Your new website is looking great and you’re getting ready for its big launch; the content is in place and your social media accounts set up. But have you paid real attention to the small things that could make the difference between selling your products and not?
Here’s a quick checklist of five small ways to fine-tune your site that can make all the difference to your customers and profit margin.
Write Great Copy
This might be an obvious one, but you’d be surprised how many great sites are let down by weak copywriting.
Some things to think about when checking over your written content:
- Is it concise?
- Is it consistent?
- Is it assertive (i.e. not passive)?
- Is it descriptive? Does the excitement and passion for your product or service come through in the copy across your site?
- Needless to say, your spelling and grammar must be on point.
For more tips on writing great copy, check out this awesome guide.
Short for ‘favourite icons’, favicons appear beside the page title on your browser tabs. Favicons might seem like a small detail but they’re an important one to include when putting the finishing touches to your site.
There are three reasons why it is a key feature:
- A custom favicon improves customer experience by increasing your site’s visibility. This means it’s easier for customers to quickly find your site when sat amongst other tabs.
- As with a regular logo, custom favicons help to build brand awareness. A unique signifier like a favicon makes your site more recognisable to customers, which is your main goal in the early stages of marketing a business.
- It makes your site unique and gives it a professional edge. Taking the time with a little detail like your favicon is a great indicator of how serious you are about your business.
For help on adding your own favicon to your site, check out this helpful guide.
Write A Strong 'About Us' Section
Many different types of customer will visit the ‘About Us’ section: this is the place on your website where you can really connect with your customer by adding that personal touch.
This is an often overlooked tool for informing first-time customers, improving current customer trust and enriching your brand positioning. You can do this by letting people know who you are, why you started the business, where the idea or passion for the business started and what your mission statement is. Regardless of if you’re buying locally or sourcing internationally, people want to know your story.
Top features to have in a great ‘About Us’ section include:
- When and where did your company start? What do you sell?
- Why customers should buy from you: what makes you special and sets you apart from your competitors?
- Your mission statement. This is more than just your product, customers buy into you and what your company stands for. For example, Create wants to make it easy for anyone to make a website … and we provide the product and information to help you do that.
- Make it personal: adding photos and candid details about the company creates a human relationship between you and your customer.
Make Your Site Secure with SSL
As with your ‘About Us’ section, be careful not to overlook the importance of having SSL Encryption on your website.
SSL stands for ‘Standard Socket Layer’ and means that the information passed between the server and the browser remains private. This is an important feature for all sites, especially online shops handling sensitive information like card details, phone numbers and addresses.
Google will also penalise your site in its search results if you don’t make sure your sites are marked ‘Secure’ with SSL. Ensuring your site is SSL-enabled will give your customers peace of mind, especially when making purchases, and keep Google happy - it’s a win win! For more information on the importance of SSL for your website, check out this guide.
To save you the trouble, SSL encryption is standard on all our packages at Create.
Add Internal Links
Finally, make your website watertight by including internal links throughout.
Internal links are important for your website for a number of reasons:
- Internal links connect the various pages in your site together, making it a more cohesive experience for your customers
- Linking similar content together makes your site more sticky, so people are less likely to leave your site straight away, e.g. if they have found a particular product of yours on Google, and clicked through to your site, why not show similar products or other products that might go well with them?
- Internal links are useful for helping Google to crawl your website quicker. Google uses internal links and navigation menus to assess all the pages on your site; by including internal links you are making it easier and quicker for this process to happen.
A word of warning: remember to check pages that are broken or no longer work, as linking to a broken page is not best practice. Ensure your site is watertight by using this broken link checker.
These 5 details may be small but they’re far from insignificant. It’s the attention to detail that will make your site stand out and achieve the traffic (and sales) you want!