Websites are more than just places to house information about your organization, institution, or business. Websites “wear several hats” and serve as vehicles for many different objectives – from brand promotion to new audience cultivation, to lead generation and more. That’s why it’s critical to have a high-quality website that can serve each of these differing objectives.
So, what are some of the key factors that make up a quality website?
A quality website:
- Provides clear information about an organization’s mission, product, service, or other offerings
- Houses content that will engage both new and existing audiences and encourages the audience to re-engage again and again (this is how you drive potential converters through your funnel)
- Demonstrates a clear value proposition that answers the question “What is in it for me?” for the visitor
- Indicates clearly what the visitor should do while on the site or site page. These indications, called “calls to action,” encourage website visitors to complete a certain action, like downloading or reading content, sending an online donation, or signing up for more information or an email list subscription.
Keep your website current & easy to use.
…and don’t forget to optimize it!
If you want to get your website in ship-shape, here are 3 key things you can focus on right now:
- Easy Navigation and Clean Layout – This is generally the first thing considered when building a website these days, but it’s worth mentioning. A clean and easy to navigate layout is a requirement, and this also applies to the mobile experience. If your site is not easily navigated or viewed on mobile devices, this could harm your ability to rank well in Google’s search results. Google recently released a new tool that allows site owners to test their mobile ‘scores’ for factors like mobile speed and mobile optimization so they can make improvements. Read more about the Google Mobile Website Speed Testing Tool >>
- Optimized Landing Pages – All pages on your website should be optimized, but landing pages are especially important. Landing pages are normally website pages created to facilitate actions from site visitors, like form-fills, applications, or donations.
- Current and Relevant Content – When visitors return to your website, you need to have fresh content that they can engage with – otherwise, they might stop coming back for good!
- Your website is how people find you, so make sure it’s easy to find and easy to use
- Don’t be stale – make sure you refresh your content often and that it’s relevant and helpful to your readers
- Optimize your website experience and landing pages in a way that encourages a certain action or conversion
The next step? You guessed it – measurement! Because what is digital marketing without quality measurement, right?
Stay tuned for our next blog about measuring the performance of a quality website and learn what exactly you should be measuring.