Communication is the main purpose of a website. It’s job is to communicate information about the product/service you offer, and details about your company/organisation to visitors.
In the new remote way businesses and organisations are operating due to Coivd-19, website communication is more important than ever. Your customers now rely heavily on having sleek, accessible digital channels in order to gather information or solve their problems.
Get your website communication right, and it can be one of the most valuable tools in your arsenal for generating awareness and interest in your business, creating inbound leads, and providing seamless customer support.
So, how do you ensure your website’s communication is up to scratch? Below are the top 10 must haves for any website to be successful.
Let’s start with the basics - website navigation.
When you walk into a clothes shop, are the checkouts the first thing you see? No. Usually your eyes are drawn to mannequins wearing gorgeous outfits. You can walk through the store, browsing different sections and discovering different items, before you head to the fitting rooms and eventually the checkout.
Your website should take customers on a similar journey. An attractive homepage should grab attention and direct visitors to different sections of your website. These sections should be organised in a logical manner, e.g. products → individual pages for each product, and be accompanied by images (and videos where appropriate) to give visitors the visual aspect offered in shops.
The most important thing is to make it easy for visitors to navigate to the desired final conversion, whether that be the checkout, a contact form, booking a demo etc. Ensure they can get to there in just a few clicks.
It’s also vital to make sure visitors can easily jump in and out of the journey. For example, if they leave your website after adding something to their basket, but before paying, they should be able to easily navigate back to their basket when they revisit your site.
Having logical and easy navigation throughout your website helps to subconsciously communicate to visitors what you want them to do, namely turn into a converted customer. The key is to direct visitors to where you want them to be.
Key to good website communication is branding. Branding makes your business instantly recognisable, and it’s important each page of your website looks part of a whole.
Having a clear logo featured on every web page is a good idea. Another easy branding strategy is colours. Pick a colour scheme and stick to it! This will instantly give your website a sense of unity and a professional look. The same goes for font; make sure you use the same font style throughout your website for headings and text.
Branding isn’t just about the visuals, it’s also about the language you use. The tone of your website can tell a visitor a lot about your business. If your target audience is professionals and business, you might need to utilise a formal tone, whereas if your business is aimed at millennials, a more casual and informal tone might be more appropriate.
The aim is to communicate a consistent message and brand throughout your website, through both visuals and wording.
Never underestimate the importance of an ‘about page’. This is where your website can specifically communicate the type of business you are. Where you came from, how you have grown, what your values are - these are all aspects that make your business individual and can help you stand out from the crowd.
Some of the key things to communicate here are:
A Frequently Asked Questions (FAQs) page is a key part of good website communication. This allows visitors to quickly find answers to some of the likely questions they have about your business.
Most potential customers will have questions as part of their decision making progress. When they can find these answers on your website, without needing to contact customer service, it immediately gives them a better impression of a brand.
FAQs are specific to individual businesses. Your customer service team will know the questions they get asked the most - these are a good place to start when creating your page.
Some general things to include are the issue of deliveries and returns if you sell a product, and questions about renewals and cancellations if you sell a service.
Live chat is a very useful feature and can take your website communication to the next level. It allows your customer service team to support website visitors in real-time, which can improve customer service and increase conversion rates. Some businesses have seen as much as a 70% drop in chat abandonment rates since installing Talkative web chat software.
Web chat software can be easily embedded into your website as a standalone feature or integrated into your existing contact centre system. It’s particularly helpful if your contact centre receives a high volume of calls as it can reduce the demand on your phone lines and agents.
Prompting visitors to engage in a live chat interaction through nudges and triggers is also an effective way of steering customers towards what you want them to do on your site. For example, if you notice that a lot of customers drop off your site on a certain page, you can programme a live chat widget to pop up to encourage the visitor to contact an agent for guidance.
If you choose to install live chat on your website, check out our extensive guide on web chat best practices to learn more about how to implement it, train your agents and get the most of the software.
Testimonials are essentially positive reviews of your organisation. They’re like a digital version of word of mouth and are a great way to communicate trust through your website. Positive testimonials are basically free advertising, so don’t forget to include a few on your homepage.
Case studies are very similar to testimonials, but go into more detail about how your business helped a particular customer. Through these, your website can communicate more specific information on why your organisation is the best choice for solving the visitor’s problem. It’s a good idea to have case studies from a range of different customers focused on different problems your business has solved. In this way, you can appeal to a wider audience.
If you are selling a service or product, it’s a very good idea to have a pricing page. Price is often a big determining factor for customers, so it’s important they can easily find the cost of what you sell.
If you offer a service where price is determined by the exact services required, it might be a good idea to give an example of prices and make it easy for the visitor to request a personal quote.
Live video chat is another great way to offer further support through your website. You can embed a video calling option into your site, allowing customers to escalate chats or calls into video calls whenever necessary.
Much like web chat, video chat allows for an extra level of website communication. Letting customers talk face-to-face with a customer support agent without needing to leave your website provides an excellent level of customer service and turns your website from a communication tool into a fully interactive tool.
With the isolation and store closures caused by coronavirus recently, video chat has become a good replacement for the in-store experience. If you were thinking of investing in video chat software, now is definitely a good time.
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