Forrester Research reported that Executives in Professional Services expect 49% of revenue to come through digital channels or products by 2020. Plus, Hinge Research Institute’s report shows that professional service firms are beginning to deeply understand the importance of a corporate website, as more than half (54.9%) reported updating or upgrading their website as a major marketing initiative.
Here’s your chance
Your website is your chance to make an impactful impression on people who visit it, so it’s critical to do it the right way. Keep in mind that a successful website is one that keeps users top of mind and addresses their issues better than anyone else.
Starting with your branding guidelines and the research conducted regarding your target audience and competitors, you can create a high-performing website with a structure information architecture, stellar design, and a comprehensive search engine optimization strategy.
To deliver the best user experience possible, remember to include the following features.
Attractive, responsive web design
The most successful websites are designed created with the perfect balance of creativity and functionality.
They push the creative limit with eye-candy to attract , while still maintaining seamless navigation throughout your site.
This approach to design also leaves an impactful first impression, as users are more likely to remember who you are and what you do. It’s important to note that true responsive web design means that visitors are able to easily navigate it on any screen size.
Compelling brand message
Yes, the messaging presented on your website should speak to your brand values.
But more importantly, it should speak to your audience and immediately convey who you are, what you do, and how you can solve the problems they face.
In other words: Why should they choose your company instead of any other company? Your messaging should be appealing and memorable, so be sure to avoid generic differentiators that competitors are also claiming.
Simple navigation and site architecture
Your site architecture should create a logical route for users to quickly and easily get to the information they need from you.
For example, if your customers work in a variety of industries, users could self-identify with the industry they work in on your homepage and follow a clear path to relevant content for that industry.
Remember, once you create confusion users will disengage so keep it simple.
Premium content
Premium content can keep your audience engaged and show you’re a thought leader in your space.
This type of content provides in-depth, high-value information that helps your buyers do their job better. Premium content includes offers like white papers, guides, eBooks, case studies and blog posts. When created specifically for your target audience, this content can be leveraged to convey your industry expertise, and ultimately, to effectively generate leads.
Keeping all of these things in mind can help you give your website the makeover it deserves. And what better time to start than right now? Reach out today to talk to a Web Strategist about how we can help.
