Remember the day you got that email or phone call from your web developer telling you your website was live?
If you were anything like me it was a thrilling day and probably a relief after weeks and months of work, questions and decisions. Developing a website that attracts customers, clearly outlines who you are and what you do as well as able to be accessed and be easy to navigate across a range of computers and mobile devices is no small achievement.
And you had finally done it. You may have even had a little launch party to celebrate.
Now for a tricky question.
When was the last time you spent time updating the content?
Last week I was searching for a service.
I came across a website that made me stop and it was not for the right reasons. It quickly became clear that the website had not been loved for some time.
- The © in the web footer was 2011 which was the first thing that made me question the content. How old was this information I was reading?
- There was a NEWS tab, which for the type of company was a good section to have. It was empty.
- There was a PROJECTS tab which again for this type of company demonstrated the type of work they did and who they collaborated with. It would have helped build trust in the company and their expertise. There were two projects listed. Now I’m not judging on the number, but I did wonder whether they were still current or projects from eight years ago? How would I know?
- The team – did they all still work there? When was this info last updated?
If I was in a hurry, I would have left the site and moved on. That is, the company would have lost a potential client and there was a very high probability I would not have returned. According to an article from Inside Design 88% of online customers are less likely to return to a site after a bad experience. The relationship or potential relationship is lost.
As business owners we understand that one of the keys to building a relationship with our clients and potential clients is TRUST.
By building trust between you and your clients you create brand loyalty and this connection provides the basis of a relationship. It builds an emotional connection with your clients and confirms you are providing something of worth to your clients/customers.
World Leaders in Research-Based User Experience, Nielsen Norman Group (NNG) define several levels of trust in what they call the Pyramid of Trust.
NNG says “Establishing trust, whether with a stranger or with a website, is gradual: as the relationship progresses, scepticism is overcome, the comfort level increases, and new demands can be made. The relationship evolves through different stages of commitment, each built on top of the previous ones. Higher levels of commitment cannot be attained before the lower ones.”
If your website content is relevant, fresh, up to date and engaging you will be well on the way to building a pyramid of trust with your client.
Perhaps it is time to take a look at your website.
Is it time refresh your content?
If you need to publish some new content, then I can help. I am a writer who wants to help businesses tell their story. I can write content that will build relationships with your clients and increase your profits.
Do you promote your team and tell clients the expertise you have to offer? I can write staff and business profiles for you. Lets tell the world why they should build a relationship with you!
Do you showcase your new products and services on your website? I can write killer promotional blogs and articles that will bring clients to your business.
Drop me an email at firstname.lastname@example.org and lets start to work together.