6 Unique Website Details That Make You Stand Out
Search engine optimization, or SEO, is a major focus for a lot of business owners who want to bump up their website reach and effectiveness. SEO focuses on getting people to visit your site and know about your brand.
But once you bring in the traffic, how do you make them stay on your website?
Views and impressions aren’t enough. If people come to your site but quickly click away, it actually hurts your SEO and ranking on Google. Plus, traffic that leaves without engaging with your site is simply a waste. You spent all that effort and money to get them to your site… and then they just leave.
Interestingly, it’s the little details on your website that make the difference whether a visitor will stay or go. There are hundreds of thousands of websites out there. What makes your site unique and distinct enough to make your visitors want to hang out, keep browsing, and ultimately convert?
Today, we’re giving you six specific website details that make a huge difference in the engagement and convertibility of your site.
1. Consistent content
If you take away anything from this article, it should be this: post content consistently. Search engines heavily reward sites that post consistently, and website visitors have a higher level of trust and authority when they see a steady flow in the resource library.
Frequency and regularity is even more important than quantity. Whether you post once a month or once a week, you need to show a level of dependability when it comes to the content you’re putting out. Avoid posting “bursts” of blogs or images just to get it out there. Be patient and post consistently, and you’ll reap the rewards with search engines and customers.
2. Z pattern layout
Did you know that people scan a page in a Z pattern? They’ll read across, diagonally down, and across again. You’ll want to layout your page according to this “eye heat map,” with your most important info at the top and bottom where the eye is naturally drawn.
We recommend including at least one image or graphic along with a value proposition in this key positions. Take a look at Palm Beach Content Co.’s homepage. We have a gorgeous picture of Palm Beach behind our logo and brand mission: content strategy made easy. It’s simple, clear, and easy to understand what the site is about—the first thing you see.
Pro-tip: What should you put on the “hot” parts of the page? Your elevator pitch! Imagine you have 30 seconds to describe your business. What do you say? Put that message within the Z!
There’s an important note here. In the Internet Age, people have trained their brains to mentally ignore pop-ups or advertisement bars. You want to be careful about having too much info with a lot of pop-ups. Customers are more likely to click away quickly if the page is too confusing or busy. Include key information in the body of the static page and use pop-ups solely special offers, like a sale in-store or providing a lead magnet.
3. Map to store
If you’re a small business with a local following, a map feature is one of the most effective ways to convert online traffic into foot traffic. You can install a Google map feature directly on your site, so a visitor can tap on the map to see exactly how far away they are from your store. In just seconds, they can make a decision whether or not they want to visit your store and engage more with your brand based on location and your website.
This map can even link directly to your Google My Business page, so people can see more info about your business like customer reviews, hours of operation, or Google posts. Link different social profiles together with your website for increased content mapping (which search engines love).
4. Creative employee bios
Faceless corporations are out, and people-driven brands are in. You want people to know your brand from the inside out. So introduce them to your employees! Remember that your business is the sum of your employees, so flaunt your awesome team.
You don’t want to just list your employees’ names, job titles, and headshots. You want to show the personal side of your business, which means you’ll want to get a little creative and fun with the bios.
Here’s a short example bio about Palm Beach Content Co. founder Vanessa:
Hey, I’m Vanessa Calas! I’m the founder and owner here at Palm Beach Content Company. I am obsessed with all things Palm Beach—from the people to the sites to the food. I named my content company after Palm Beach, because I want to bring the love and excitement of Palm Beach to my clients. When I’m not on phone calls with clients, IMing writers, networking in town, or speaking at marketing events, you’ll find me writing Haikus, like:
Monday morning chime
New week to smell the roses
First I’ll have coffee.
It’s simple, fun, and personal. You get a glimpse into the employee/founder and what she brings to the brand.
5. “Repurposed” branding
You want a consistent, uniform brand through all channels and avenues. Make it easy to keep the message consistent by repurposing content. By reusing some of the same content, you’re ensuring that you keep the language and messaging stable. For example, use the first headline on your website as the tagline on your Instagram bio. Take out chunks from a blog article to post as Facebook updates. People won’t see it as “repurposed” but as a consistent brand message.
Language repetition helps create a dependable, steady branding that people can rely on and engage with.
Note: There’s a difference between repetitive and repurposing. Use the same content as a base, but alter it depending on the platform and purpose. Learn more about repurposing content here.
6. Omnipresent online presence
You want all of your online platforms linked, so customers can interact with you in the way it works best for them. On your website, include buttons to your social media, a link to your blog, and external links to press releases about your business. Internal and external links create a more holistic view of your branding, and a strong online brand presence helps establish trust and credibility with your audience.
Plus, interlinking keeps people engaged with your content longer and more frequently—which can lend itself to conversion. A map of links between your online channels also helps search engines put your site into a greater context, which can boost your site ranking.
Keep your visitors
You work hard to bring people to your website. Engage those visitors with website details that will keep them interested, share your brand voice, and encourage the next step of conversion.
Is your website content optimized to engage and convert visitors?
Get a free consultation for an analysis of where your website is now—and where Palm Beach Content Co. can take you in the future!