1. Domain name
A domain name is a URL name that looks like www.yellow.co.nz. In most cases, you’ll want to use your business name here, but if it's too long or already taken, you’ll have to think of other options. Before they begin, talk about the look and feel you want your brand to reflect. The key is to make the URL catchy and easy to remember, so keep it short.
Add credibility to your website and increase brand awareness with the addition of your logo. If you don’t have a logo, you can use tools like Canva, or get a professional graphic designer to make one for you. Before they begin, talk about the look and feel you want your brand to reflect. Show them your brand guidelines, website, unique value proposition and tagline.
A tagline is a short and succinct statement of what your business does. This can be something as simple as ‘Just Do It’ (Nike’s tagline) or Tourism New Zealand’s ‘100% Pure New Zealand’. It is intended to build brand strength and recognition. Your tagline should be displayed on your homepage, near the top and under your company name.
4. Call to action
Once you’ve attracted visitors to your website, the aim is to convert them into customers. By having a call to action button (‘enquire now’, for example) at the top of the page, you’ll be able to build a database and a direct line of communication with potential customers.
5. Quality content
Ensure your website has content that attracts, informs, entertains and converts. How do you do that? There are many ways, including getting straight to the point, sticking to your key/brand messages, structuring your content like an inverted pyramid - the most relevant information up front, followed by the least important messages. Be authentic, factual and inspiring. Use a variety of content forms - from text to imagery, video and infographics. Ensure that it’s relevant to your audience and enhances the messages you aim to get across.
6. Testimonials or reviews
In an age where word of mouth counts for everything and website users expect transparency and a direct line to customer service, reviews mean everything. Use them to add credibility and support your reputation. Ask for website testimonials or business listing reviews from clients and encourage them to post them on your LinkedIn page.
7. Social media links
Your digital strategy doesn’t just end with your website. Take a holistic approach and add your business social media channels to drive more followers. This also sends a message to visitors that you’re actively marketing your business and are contactable across several avenues - a sign of top-notch customer service! Regularly use your social pages to update your target audience about your business, products, services and successes.
8. Contact details
Make it obvious how you can be contacted, and provide different methods for customers to reach you. An email address, phone number, Skype account or social media channel may be your chosen methods, for example. Display these clearly on your site. While you may opt to use a contact form, this can sometimes limit interactions as some visitors may prefer to simply pick up the phone and call. It's best to include all your details everywhere to appeal to a range of users with varying communication preferences.