What does your website really need to be successful?

We've all heard differing opinions when it comes to what makes up a great website. Programmers will argue that a website needs to have great code to be successful and SEO experts will tell you that you need to rank in Google. Social media markets might tell you that you don't even need a website. So who can you trust? 

Let's just think about this for a minute. Do you think a customer really cares about how great your website's code is? They probably aren't sitting there thinking about what code the site is using. The important thing for them is that the site is functional, they can navigate it and it doesn't take a century to load. Most reputable web platforms can achieve this. So let's think beyond the old dinosaur in the room.  

Okay, so what about SEO? Let's say your site does appear on the top page of Google. Who else might be on that top page? Probably your competitors. Do you think people will check them out as well? So then, might it be what's actually on the pages of your website that will help you stand out from your competitors? 

With all that said, let's look at the key components that make up a successful website. 

Great design

Without a doubt, great design is super important to the success of a website. No matter how right the person who said you shouldn't judge a book by its cover is, it still doesn't mean that people won't do it. A miss-match of colours and styles will confuse people and drive them away. The design must cohesively reflect your brand. You may also want to consider if your design is accessible for visually impaired viewers. Another important aspect of the design is ensuring that it is responsive across different devices. You wouldn't want to have an amazing desktop site and neglect your mobile view. Remember the majority of people may only view your site on their phone.

Compelling copy  

In my opinion, but I'm a little biased here, this is a vital aspect of a successful website. Copy that is written with your target audience in mind and blended with your brand voice is truly the winning combination. In order to reach your target audience, you must also conduct proper market research to understand their likes, dislikes and behaviours. Only then can you write compelling lines of copy that convert. Use emotive language that reaches the core of their values and beliefs while also explaining the features and benefits of your product. After all, you can spin a wonderful web of words but if you don't explain the core benefits of your product/service then you've lost them.

Social proof

Happy customers are a golden opportunity for your business. When someone lands on your website and isn't sure about your product or service, having testimonials, reviews and videos can go a long way. Make sure you have a system in place to collect testimonials from your current customers. Have them spread throughout your site to help a hesitant buyer. 

Clear call to actions 

Make sure your website visitors know exactly what you want them to do. Do you want them to give you a call, sign up, get started, etc? Make it clear what they need to do to work with you. You may need to challenge them to take action. Use creative call to action buttons that are in line with your brand voice and message.

Lead magnets 

You've worked hard to get people to come to your page, only to have them leave and maybe not return. Even if your website is amazing and you've done all the right things. The reality is that people are busy and may just forget about your business. So what should you do? Have a way to capture emails so that you can remind people that you exist. The best way to do this is by setting up a newsletter subscription or having an attractive lead magnet that someone is willing to give up their email address for.

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It could be a simple box that offers them a discount if they subscribe or a really great piece of content that answers a question or solves a problem they might have. Once you have their email address you will be able to send them regular emails informing them of sales and sharing valuable content with them. 

It’s time to challenge the old school way of making websites. A website is more than just a list of your products and services with a contact number. Your website should be the engine that drives your businesses growth, leading to a successful and profitable business. These five key elements, if executed correctly, will take any website to the next level. 

Does your website tick all these boxes?