The 3 Key Areas of Your Website You Aren’t Focusing On Enough

By: David Tile| Founer @ Article-Writing.co

Posted On: November 13, 2016
Every professional writing company will tell you that your website is your first chance at a first impression.
Maybe a potential client or customer first sees you on social media, which leads them to visit your site (congrats, you got a lead out of your social efforts!), but that’s the interaction that really matters. How your website looks, the content it holds and your overall image presented through your site and layout are immediately absorbed by your potential customer.

This can be a blessing or a curse depending on how much effort you put into your website.

Take a look at 99Designs. When you enter their site, you immediately feel welcome for a few reasons. Don’t focus on that for now – look instead at their actual business purpose. The make their money giving clients quality logos and brand images, and you can take a lot from this. Think about a logo that you identify with – it’s sleek, self-explanatory and symbolizes the entire business in one graphic image.

Because logos and business designs work in tandem with your website, your site has to follow this same principal. It has to be easy to navigate, simple to follow and showcase a personality – and your business’ personality matters a lot.

Go and look at your business site and use this as a checklist. Start simple – these three areas of your website are probably not as optimized or excellent as they could be.

1. Branding & Visual Presentation

This might seem silly to include, but there are still businesses out there with ugly websites.

Ugly layouts aren’t so much the problem anymore. While certain bad graphic design decisions may contribute to how attractive a layout is, the main problems are as follows:

  • Clutter – Your site should flow from one area to the next with enough room to let your design breathe. When you overcrowd your site with too many menus, points of attention and pictures, it becomes muddled and potential customers will navigate away.
  • Bad brand representation – Your logo should be placed on your site, but it should also be incorporated in ways that aren’t simply slapping it onto every blank space. Look at Starbucks’ site right now. They have their basic logo placed on the top bar of their site, a different logo for their rewards program lower and there’s even an image that combines the two. That’s attractive and varied brand representation.
  • Non-responsive interface – This is self-explanatory. Build a responsive website– no buts.
  • Color schemes that aren’t in sync – There’s some common sense color theory concepts everyone knows. Red and green complement each other, pastels complement each other, etc. But this basic understanding doesn’t make for a dynamic design. Use a site like Colour Lovers to get some great and dynamic pallets to use for your site and logo design.
  • Every web page looks the same – your website should follow a theme, but try to make web pages dynamic. No one wants to read wall after wall of site copy. Break things up, switch up your images, etc. Keep things fresh.

Also, keep 99Designs in mind if you’re looking to build a better logo for your business – you might be in the market for one after this list.


2. Your Company Blog is Dismal

So we’ve already discussed why blogging is important for your business. Truthfully, most of the content on this blog has tried to hammer that home in a lot of ways. If you still aren’t listening, why?

If you want more proof that blogging helps your website – and ultimately your business – take a look at these links that offer a lot of evidence to support this fact.

Here are some stats from a Quick Sprout post from marketing heavyweight Neil Patel:

  • 61% of consumers have made a purchase based on a blog post that they read.
  • 60% of consumers feel positive about a company after reading its blog.
  • 70% of consumers learn about a company through its blog versus ads.


3. Contact Methods

Many websites include a contact information form on their website. These rose in popularity when website design and development became more and more high tech. Customers no longer wanted to waste time copying email addresses over to their mail client, and contact forms proved to be an easier and one-stop way for customers to get in touch with businesses.

Let’s get this straight first – it’s not a bad thing to have a contact information page with a direct-email form.

What you want to do in addition to include this form is to push your social media as a form of contact. Your website’s contact form is very simple and cut-and-dry. There’s not a lot of engagement there outside of filling out a form and leaving the site. You don’t want that. You want customers to continue to engage with you as much as possible.

Social media is an excellent vehicle for asking questions of businesses, and thousands of people do it every day. When you direct customers to ask you questions on Twitter, for instance, you have a chance of them following you, retweeting some content you have posted and further clicking on user-generated content you’re sharing on your feed.

Compare this now: a site form gives you one chance at engagement, while social media gives you engagement, lead generation and free exposure.

The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business. 

Seems easy, right? 

Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay! 

Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action. 

As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals. 

Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content. 

Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:

  • Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet. 
  • Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform. 
  • Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
  • Find where your current and potential audience is active online.  Catch their attention by being active and sharing your content marketing materials on these platforms.
  • Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve. 
  • Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience. 


Case Study: How Strategic Content Marketing Can Broaden Your Audience

In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.

Dr. Desai’s COVID PreCheck App Content Marketing

For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread. 

Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes

By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope. 

Ready to Invest In Your Article-Writing.co Thought Leadership Package? 

At Article-Writing.co, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package

Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.