Is your business digitally ready?
I have a website for my business, so why should i read on?
Well that is a great question and one that we’ve discussed so many times with our clients, friends and everyone that we talk to, about setting themselves up for the digital revolution that is gradually taking over.
We are constantly evolving and today’s generations are coming into this world, surrounded by technology and immersed in a digital environment almost since the day they are born. From cable TV with any show at a click of a button to mobile devices, connected to the internet and with constant access to information and social media, people are now more then ever connected and living through a digital world and businesses need to keep up.
Technology has evolved so quickly in the past 15 years, from IRC to Facebook, from Walkmans to iPods, from VHS to Netflix, from landlines to the iPhone XS and from the Yellow pages to Google and more and more technology is evolving and we are evolving with it. It is becoming part of our day to day as we breath and live digital and we cannot live without it - it’s gradually becoming part of who we are.
What does this mean for businesses in general you ask?
Well, this is something that we’ve been thinking more and more about and come to realise that, the importance for businesses to have a clear, professional and above all, engaging digital presence, in today’s digital world, is reaching a critical point.
No longer will businesses be able to compete or thrive in a cut throat digital world, where things are judged by how pixel perfect or how easy and simple to use they are. They will no longer be successful in the digital work with half thought and watered down websites, that do not reflect their true essence and are a true representation of their brand, business, services and products.
With the new digital generation emerges the need for businesses to re-look at their digital presence as a whole and treat it more like their digital storefront. We are reaching a time were any business should spend as much time, effort and money on how their brand is perceived online as they do in their actual physical stores.
Why do we say this?
It’s simple, in today’s busy world, where everyone is living at a fast pace and overloaded with information, people’s attention to detail is increasing but their attention span is becoming shorter. In recent studies, Microsoft discovered that the average person's attention span is now less than a goldfish (9 seconds) at a mere 8 seconds. And another study, recently announced that you have now 50 milliseconds (that’s 0,05 seconds) for users to make a first impression about your website and your business.
This means that users are becoming quicker and harsher when judging businesses by their digital appearance, as found in another study where 94% of negative feedback was design related. All of this results in loss of potential clients and customers, if businesses do not give them what they need; simple, clear and engaging experiences.
Just like a business that has spent so much time refining their services or products to ensure these are of the highest quality, and to differentiate them from their competitors, putting so much effort into creating a beautiful location/store to receive their customers and provide them with an experience that is unique to then and provide visitors with a connection resulting in a conversion. All this effort can easily can now be put down by the simple fact that your online presence does not match or truly reflect your business and the quality and experience you’ve worked so hard to ensure your customers know you by.
Today’s generation is not only time poor but also accustomed to the quick and easy access to information and are quick to judge. They no longer ask to their closest friend for recommendations they post it on social media for a bigger and quicker response and reach, they no longer call or walk to a business to ask about a service or product, they want to be able to quickly book or read more at a click of a button or an email. They are tech savy, quick learners and are evolving with the times and therefore so do you and your business.
So what does this mean for you?
If you already have a website then you should really consider reviewing it closely and ask yourself these 4 questions:
Is your website mobile friendly?
Does your website layout and content adapt mobile devices and the various sizes, from mobile phones to tablets in the various brands and operating systems that currently exist? It is quite important that your website provides users with a friendly mobile experience, as currently the market share is starting to level between Desktop at 54% and Mobile at 36% and Tablet with 10%. Is becoming crucial that websites can adapt and provide a uniform experience to all your potential and current customers when navigating across any device. In a related study it was identified that 85% of adults think that a company’s website when viewed on a mobile device should be as good or better than its desktop version.
Is your website easy to navigate?
Do you have the right amount of information, clearly organised, so that users can easily navigate through? According to Hubspot, 38% of people will stop engaging with a website if the content or layout are unattractive. Your website and messaging should be single minded and well organised. For example, a retail businesses should engage their customers to browse their products and complete their journey with a purchase. Or a service based business should engage their potential clients to view all their services and book online or contact them with an enquiry. Not only is it important that the content is easy to navigate but that it also provides users with a informative journey through the content, from the homepage all the way through to the final goal, ensuring they have access to all the information and detail they require, to make their decision with minimal effort. The aim is to have a seamless and user friendly user journey that ensures users enjoy their experience and return to your site, as 88% of online consumers are less likely to return to a site after a bad experience.
Is the information on your website easy to digest and clearly organised?
The saying “less is more” tends to be a rule of thumb when creating and developing content and respective structures for the websites we create. It is usually a hard balance to find, as a business, but in most cases too much information and a incorrect and less thought structure can negatively affect the journey of your potential and even current customers, resulting in a drop off as they get frustrated or confused. Content should be clear and succinct and straight to the point, while maintaining the tone of voice that transmits the essence of your brand/business. Recent stats confirm that users spend an average of 5.59 seconds looking at a website’s written content. This reiterates the importance of simple and properly sectioned content with clear gateways directing users to related or complementary pieces of content. This allows pages to be short and easy to read and provide your customers with an informational and guided journey through your website.
Does your website look/feel good and does it match your brand?
We now this is a hard one to answer, specially when you’re viewing it from the inside. Although it can be hard to step away and see it with a different perspective, now is the time to do it. Ask your customers, your friends, your kids or anyone that you’d like and hear what they have to say your website and how it feels. Ask them if it is clear. Does it feel like your brand or would they trust it. And for those that are close to you and know your business more than anyone else, do they think it reflects the quality that you want to be know for. Why is this so important? Well, according to web credibility research from Stanford, 75% of users admit to making judgments about a company’s credibility based on their website’s design. So we strongly recommend these starting points to get a clear understanding of your website and digital brand and ensure these are a true reflection of your business. Another interesting fact that supports this, is that according to The Real Business of Web Design by John Waters, nearly half of all consumers (46,1 percent) in the study, assessed credibility based in part on the appeal of the overall visual design of the site including layout, typography, font size and colour schemes.
Long gone are the days that websites were built and set to forget. With the digital revolution that we are clearly living, your website is becoming a living and breathing extension of your business and requires more attention today than your actual store front, because if you don’t get them to engage with your website, they will never reach your store.
If you are only now looking into creating a website for your business, then you should definitely have all of these in mind from the start and you’ll be on your way to creating something that will be last longing and provide your potential customers with an accessible, clear, simple and engaging experience.
We are here to help, either it be to provide advice and guidance, assist you with a review and update of your exisiting website or design and development of your new website, we have all the skills you’ll need with our Digital Strategy, Digital Design, Web Development and Digital Marketing services. If you need help don’t hesitate and get in touch.