The main purpose of a business website is to communicate information about your brand and the products/services you offer.
And in an era of digital transformation, website communication is more important than ever.
Your customers now rely heavily on having accessible digital channels in order to engage with businesses.
Get your digital communication right, and it can be one of the most valuable tools in your arsenal for generating awareness and interest in your brand.
But how do you ensure your website’s communication is the best it can be?
Fortunately, we've done the hard work for you and put together the top must-haves for website success.
1) Easy and logical navigation
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 attractive 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 buying journey.
An attractive homepage should grab attention and direct visitors to different sections of your website.
These sections should be organized in a logical manner and be accompanied by multimedia (images/videos) to provide the visual element 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 or booking a demo, in just a few clicks.
It’s also vital to make sure visitors can easily jump in and out of the digital 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 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.
2) Consistent branding
Branding is critical for a successful website.
It makes your business instantly recognisable, and it’s important that each page of your website looks like 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 utilize a formal tone.
However, if your business is aimed at millennials, a 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.
3) About page
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:
- History of the company - keep it brief, but explain how the business was founded and how it’s grown
- Mission statement - this is essentially your promise to your customers and shows what you can do for them.
- Values - express the main values you hold as a business.
- Details on the team - let your visitors know a bit about members of your organisation.
A Frequently Asked Questions (FAQs) page is critical for optimal 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 or cancellations if you sell a service.
5) Live chat
Live chat is an essential digital channel that'll 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, increase conversion rates and boost lead generation.
Some businesses have seen as much as a 70% drop in chat abandonment rates since implementing Talkative's live chat solution.
Live 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.
Prompting visitors to engage in a live chat interaction through proactive nudges 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 ask for assistance.
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.
6) Video chat
Live video chat is another great way to offer optimal support and personalized experiences through your website.
You can embed a video calling option into your site, allowing the escalation of chats 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 an advisor without needing to leave your website provides an superior level of customer service and turns your website into a fully interactive engagement tool.
In this way, video chat is a great way to replicate the in-store experience online. You can even use it alongside cobrowsing to offer a next-level virtual shopping experience.
As well as live chat and video chat, you should also consider adding web calling, a callback option, and a click-to-call button to your website.
This offers maximum convenience by making it effortless for your customers to speak to you, without even leaving their current web page.
7) Testimonials & case studies
Testimonials are customer reviews of your business.
They’re a digital version of word-of-mouth and are a great way to communicate brand credibility 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 specific customer.
Through these, your website can communicate more specific information on why your organization 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 detailing different problems your business has solved.
That way, you can appeal to a wider audience.
8) Pricing page
If you're selling a service or product, you should always have a pricing page.
Price is often a big determining factor for customers, so it’s important that 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's a good idea to give an example of prices and make it easy for the visitor to request a personal quote.
By providing price information, you can ensure that any enquiries you receive are ones with genuine potential.
With the tips provided in this article, you can transform your website into a powerful tool for generating leads, driving conversions, and providing customer support.
But these practices are not the end of the story - you also need the best technology to power digital communication.
And that's where Talkative comes in.
Our forward-thinking platform provides a complete suite of digital engagement channels that can be integrated with your website and existing contact center systems.
As a result, you'll be fully equipped to provide next-level digital customer service and drive online sales.
Want to learn more? Book a demo with Talkative today and take the first step to optimal website success.