For any business, a website is an important form of marketing tool that helps generate leads and raise conversion rates. It helps to showcase the business’s products and services in a refined way to show customers all they offer.
Hence, having an engaging website is imperative to building a good online presence.
Several factors determine whether a website is engaging or not. In broad terms, these factors include design, content, SEO optimization, and user experience.
To help you build an engaging website, we’ve detailed the 10 key elements in this blog. Refer to it as a checklist that will increase your website’s effectiveness and make customers choose your brand over others.
Important Elements for an Engaging Website
To begin with, a website is an important tool to help state the purpose of the business. It should reflect the quality of products and services provided with the help of good storytelling. This will not only help to build brand image but also help to build trust with the customers.
An attractive website will retain existing customers and also attract new ones.
Here are 10 elements you need to look out for to help optimize your website:
1. Domain Name and Web Hosting Service
Choosing a domain name is the first step toward building a reputable website. It should be short and easy to spell, and it must have SEO-friendly URLs. Many businesses generally use their business name as the domain name. However, you must ensure that all your URLs are set in plain text for SEO-friendliness.
For example, “www.abc.com/3243242” is not SEO-friendly, but “www.abc.com/products” is SEO-friendly.
Another important factor is to choose a good web hosting service that will help you manage your website, improve site performance, and add a security layer to prevent hacking.
It is always beneficial to use a hosting service that provides all-around support in case your site runs into technical issues. You also need to ensure that the service has good server uptime so that your website is always accessible at any time.
Some popular web hosting service providers include Squarespace, GoDaddy, Wix, and WordPress, to name a few. These service providers also help to purchase a domain name.
2. Design and Template
The homepage is the first thing that a customer will see when they visit your website. Therefore, it is important to use attractive elements to make your site stand out.
However, you should not overdo it, as it can confuse the customers and drive them away instead of attracting them. There are various designs and ready-made templates to help you get started. The best course of action is to choose a theme that matches the business logo or personality.
Once you’ve decided on a color and theme, you can modify the design or template as per your liking. Always try to go for minimalism, as it will help reduce noise and allow you to utilize the space efficiently.
Less is more, and a picture says a thousand words. It will help make your website look attractive and professional. Ensure that your navigation bar is not too crowded and fits into a single bar.
Hence, you should carefully decide what you wish to present on your business website.
3.Standard Business Information
To add to the previous point, your homepage should contain some important elements that help describe your business.
The first thing that should appear after the navigation bar should be an attractive slogan that helps deliver on your promise of quality products and services. It should be short and can be added to a banner (commonly known as a hero image).
After that, make sure that you add one call-to-action (CTA) to help customers understand what they need to do next. Having multiple CTAs can be confusing unless you provide multiple services.
After that, list your products and services simply and clearly. You can also add a section for your business partners, professional affiliations, and customer reviews to help build trust with your website visitors.
Adding your contact information on the homepage or the footer (the very end of the webpage) is very important as it will help customers get in touch with you and help generate leads in the future.
4. Dynamic Elements
A website with only text is always boring and unattractive to look at. Nobody has time to read a wall of text to look for the information they want. Therefore, it is important to incorporate high-resolution images and videos wherever necessary.
It will help to offset the amount of information provided on the site and make it easier to read and navigate.
You can also add icons, animations, and other graphical elements. However, make sure that they are all compressed and optimized to not affect the loading speed of the website.
If your website is slow to load, it will affect the website’s SEO as well. Make sure that the information on your website is easy to read and easy to navigate.
5. SEO Optimization
Once you’ve got the basics of an engaging website down, the next important step is to optimize your website for search engines. This search engine optimization (SEO) will help your website become discoverable on search engines and determine your ranking on search results.
There are multiple factors to ensure optimization. The major ones include – keyword implementation, optimal website code, fast loading speed, SSL certificate and security, and mobile-friendliness.
SEO is an ongoing process, and you may not see results overnight. However, it is an important step, and you should not overlook it. There are many free SEO tools available online that can help to improve your website’s ranking.
However, you can look into paid SEO tools to get fast results. If you’re still lost in the process, you can always hire a reputable digital marketing agency to do it for you.
6. Quality Content
An informational website is always considered an engaging website. The quality of content you provide will help to attract customers who are just visiting.
For this, you need to use a content management system or CMS to help manage the content of your website. Some popular ones include WordPress, Joomla, and Squarespace.
A good CMS will help manage your website, but ultimately, it is your responsibility to research and publish content regularly. This will go hand-in-hand with SEO and improve your website rankings.
Make sure that the content you provide is relevant to your products and services, addresses customers’ problems, and solves those problems with the products or services you offer.
7. Supportive and Informative Blog Segment
To continue the previous point, it is always advisable to have a dedicated blog segment on your website. Of course, quality content is important, but it can make your website look information-heavy and drive away customers.
Therefore, having a dedicated blog segment to create and publish articles regularly is beneficial. If you are not expert at writing content, it is always best to hire professional article writers.
CMS helps to create and maintain the blog segment of your website. Once you gain enough traction, you can go for link-building by writing guest posts or creating posts on social media to help gain traction on your website. Customers are always on the lookout for informative content, and providing so,will help increase traffic on your website.
8. E-commerce Support
E-commerce is growing. Customers prefer ease along with the variety of options that online shopping offers. Nowadays, many web hosting service providers offer an E-commerce page/section by default.
Some popular ones include Shopify, Wix (which uses Shopify via extension), WooCommerce, and Business Squarespace.
All E-commerce sections are user-friendly, and they make it easy for you to add your products and services catalog attractively. You can choose from various modes of payments and also allow which regions can purchase and which cannot. This helps to prevent international clients from purchasing if you do not serve them yet.
9. Explain Your Services Nicely
As mentioned earlier, it is important to provide quality content on your website. Hence, you should ensure that you provide quality content related to your products and services as well.
Make sure you can list your services and explain the problems you are solving.
Creating informative content related to products and services will also help to improve your site’s ranking and increase conversion rates. Customers will see your website appear in the search results and even buy from you if they like what they see. Apart from informative content, you can enrich it further by adding product or service images, infomercials, and videos.
10. Sitemap Optimization
In addition to a simple and informative navigation bar, make sure that you provide an informative sitemap at the end of your website in the footer. It is considered a good SEO practice and also helps visitors navigate your website efficiently.
Here, you should add and link important product or service pages, blogs, and resource links. Remember to add contact details in the footer as well. It is the first place where the visitors navigate to find contact details.
An attractive website is considered an engaging website. With the help of quality content and smart design choices, a good website will be able to retain the attention of your existing customers and attract newer ones .
Therefore, it is crucial to optimize your website for SEO, mobile-friendliness, ensure fast loading speed, and enrich it with content that will persuade the customers to avail of your products and services.