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digital communications


... continued


Websites (continued)


Something else? Getting this right on your website can help with all your digital communications.


Here are our six top tips to get the most out of your website:


1 Go back to basics. Think about who you are trying to talk to on your site. Who is your audience? This will clearly include your target market, but it might also need to attract new employees. Having them at the back of your mind whenever you write for the site will help you create a compelling story for them. What do you want your site to achieve? What do you want your user journey to look like? What do you want visitors to your site to ‘do’?


2 Ensure clarity of message. What are the key messages that you want visitors to your site to take away? Are they clearly articulated on your site? If your product/ message/aim isn’t clear, then this can have a huge impact upon the success of your site.


3 Consider your tone of voice. Now that you have your target audience, goals and messaging clear what is your brand’s tone of voice? Does this come across in your messages? Are you formal? Friendly?


4 Drive traffic. The saying ‘build it and they will come’ sadly doesn’t apply to websites. Creating a flashy, visually stunning website and then spending time on messaging and user journey doesn’t guarantee visitors. It would be a shame to go to all that effort, and expense, to then not get the level of traffic you were expecting – or need if your site needs to be revenue or lead generating. A successful website has traffic ‘driven’ to it. You can do this through ensuring strong SEO, considering paid advertising such as PPC or LinkedIn ads and delivering regular, relevant content through your digital channels such as a blog and social media profiles. All these activities will make your site more visible and make it far more likely that you not only get visitors but the right kind of visitor.


5 Monitor performance. As previously mentioned clear goals with ongoing monitoring are key to success. Do you have monitoring such as Google Analytics in place? Are you using it? It is important to understand what ‘success’ in these metrics looks like so you can monitor your performance against it and adjust your activities accordingly.


6 But what about other digital channels and media? A website will only be truly optimal when used in conjunction with other digital channels and available media such as chatbots, social media ‘Stories’, video, voice search, artificial intelligence and personalised email. Remember that all these tools can engage your audience and help you meet your objectives – but without clarity on what you want them to do, they can also be a distraction. Ask, what are they doing for my audience?


10


businessmag.co.uk


THE BUSINESS MAGAZINE – JULY/AUGUST 2020


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