About 71% of businesses have a website. It’s highly recommended for the remaining 29% get themselves an online presence in the form of a website, or they’ll find themselves deep in a loss.
With that said, it’s also essential to make this website highly effective in its purpose, i.e., communication. If you don’t intend to do that, there’s no point investing a single minute or a single dollar in web creation.
That’s because the website is useless if it doesn’t communicate your business to your target audience or web visitors.
But what exactly does website communication mean? In this post, we will explore this concept in detail and check out eight highly-effective methods to implement it on your website.
Let’s get started!
What is website communication?
To understand the concept from its roots, we must understand that communication is both one-way and two-way. So, website communication is almost everything on your website that says something to your audience.
For example, the web copy, blog posts, and visuals – all of them convey something to your audience, which means they are a form of communication.
However, these content forms do not acquire visitors’ input. For acquiring user input, we incorporate things like pop-ups, comments sections, etc.
These, too, are a means of website communication. Even the colors and fonts you choose say something about you to your audience.
Things like backend data say nothing about your website. And hence, that’s not categorized under website communication.
About why do you need to improve website communication? It’s because that’s the gist of building a website!
In recent times, the internet has greatly adopted your perspective, wherein you can only excel and make the most of the internet by making your place on the internet purposeful for others.
You can do so by offering your product/services or even helping. And how to do that? Communicate! How else will they know why you’re here?
8 Tactics to Improve Web Communication
By now, we hope you have a clear perspective on website communication. Now, how can you improve it?
Browse the eight expert-recommended tactics below to find out!
1. Colors & Branding
When you log onto a website, the first thing you lay eyes on is the structure and feel of the website. Colors have a significant role in defining both these aspects.
Choose a set of colors that represent your brand identity and fill your website with the same colors. Be it in terms of graphics, background, font color, or pictures. It will give your website a professional look and communicate your vibe.
The same applies to the text you have on your web. For example, if you have an Instagrammish tone, Gen Z will be more comfortable browsing and understanding you as compared to millennials.
Similarly, if you have a formal tone, established corporate businesses will be more interested in working with you as compared to newly found startup-y businesses.
2. Easy Navigation
Next to branding, the flow of your website defines the feel. If it’s difficult for the user to navigate, there’s a high chance they’ll leave your website before even developing an opinion about you. You don’t want to scare them away like that.
So, work closely with your web developers to ensure that your website is easy to navigate. The visitor should be able to hop onto the services page/product page/contact page immediately.
If you run the software, the visitor should be able to quickly hop onto a trial of the product. Embed a button centrally on the front page.
Alternatively, give a sorted menu on the side and allow the user to skip to the pages that interest them.
3. About Us & Services Pages
About us and services pages are the strongest pillars of your website. A lot of people worry whether anyone will visit this page or not. The truth is a lot of people do. That’s because people want to know the people behind the business before they entrust them with their money.
So, make sure you mention the following on your About Us page:
- Your story. Share how your business came into being.
- Your mission & vision
- How do you plan to scale the business?
- Your team members
Giving this information will win the trust of your visitors.
Next, you should pay great attention to the services page. Whether you’re a service-based business or a product-based business, it’s essential to make the page.
Enlist all the benefits that you offer with respect to your service or product. Highlight what makes your product/service better than others.
Also, make sure the tone of voice you use here is user-oriented. Instead of telling them “we offer” tell them “you get…”
4. Pricing Page
Some businesses believe it is a good idea to incorporate the pricing section on the homepage. It helps you communicate clearly with your audience. If someone is interested, they stay.
If someone thinks you’re too expensive, they immediately leave. And it saves you time too because they are not a quality lead.
On the contrary, some people believe creating a separate pricing page is a better idea. On your homepage, you can gain your audience’s confidence, and then you take them to the pricing page and sell them your plans.
There’s no right and wrong here. It comes down to your pricing. If you’re expensive and think people won’t understand the need for heavy sums at a glance, it’s best to create a separate page.
But if everything about your business is clear, direct, and skimmable, there’s no need to create a separate page just to list prices.
5. Live Chat
Live chat takes user input. It’s best to establish a relationship with your customers and level up your customers. It also is a good means of getting good insights on what’s good and bad about your homepage.
We recommend trusting established live chat apps and platforms like Intercom for this purpose. But Intercom can be a bit too expensive for new businesses.
Therefore, we recommend trying out Intercom alternatives. You’ll definitely find competent software that fits into your budget.
6. Email & Other Support
At times, customers do not want to communicate with you to get an on-the-spot solution. Instead, they want to have a detailed discussion or a custom solution.
For this very reason, it’s a good idea to incorporate a Contact Us page or section at the bottom of your home page. Do not ask for too much information when asking for their queries.
Only their email address, name, and text message should suffice. You should also give them access to your social media handles and phone numbers.
7. Better Loading Speed
This one might come as a surprise to you. But yes! Loading speed has a lot to do with your website communication. A slow website indicates:
- Your business is not running well. You can’t afford better services.
- You’re backward and do not know how to fix the issue. If you can’t help yourself, how can you possibly help them?
- You don’t care about your customer experience and this is probably why you’re not fixing the issue. You don’t care about the visitor’s time.
Overall, it gives a negative vibe. Hence, we recommend conducting a speed test using any of these website speed testing tools. And then take the necessary measures to fix the issue.
Note that if your website lags, most of your potential customers will leave. They will not take the time to let you know they’re bothered by the speed of your website. It’s like giving customers and profits to your competitors on a plate.
8. Testimonials & FAQs
Lastly, your reputation in the industry communicates how trustworthy you are. So, make sure you include testimonials from your previous clients.
Ideally, written testimonials should be short and clear. It’s a good idea to mention the title of the person who endorsed your business. Also, video testimonials work better than written testimonials.
Including a FAQ section on your landing pages is highly recommended. It will clarify user confusion and precisely answer things that they might want to know.
Some of the best practices for creating an FAQ section are as follows:
- Pick your questions from your discussions with customers
- Answer them as precisely as possible
- Use keywords when answering
- Categorize them by topic
- Do not clutter too many FAQs
Also, keep updating the FAQ section as often as you can. As your business grows, your customer’s concerns will keep on changing.
Summing up, your website is the face of your business. Make sure it communicates your personality, business motives, and dedication to helping your customers in all possible ways.
Step one is setting up the structure and identity. And eventually, you can improve by enhancing the efficiency and feel of the website. Good luck!