Keys to a successful website
Society has changed a lot in the last 20 years with the Internet being the culprit. Now we live in a world of instantaneousness, of which we already want everything, turning the consumer into a proactive user.
For what reason? Because now we have a wonderful search engine called Google, which in less than 2 hours we can be experts on any subject, analyzing and comparing the best prices and studying the pros and cons.
20 years ago to have so much information instantly available was unthinkable. Therefore, we have reached the era of selling on screens, showing your service or product on the Internet making the process of distance selling and consequently colder.
For that reason, nowadays web pages must be designed generating the maximum of confidence and with a satisfactory user experience. In this post I explain how to achieve it with a few simple steps.
To have a unique Proposal of sale
What in advertising is called PUV. (Single sale proposal)
What do you have that doesn’t have another dentist? Surely all dentists will be similar, we could say that they all “pull teeth”, of course some will have more experience and quality, but we are not talking about that. We are talking about the value that the company has and that value should be promoted. Because Mercadona with “Always low prices” is not the same as Lidl with “Quality is not expensive”.
Therefore, it is necessary to study the company in depth, investigate, analyze and draw conclusions to have the best single proposal for sale. Selling on the Internet is not an easy thing, you have to work hard a good strategy. If you are interested in opening an e-commerce I recommend that you read the article I wrote about the advantages of Selling over the Internet.
How many times have we entered a website and left in 3 seconds?
Probably a lot, right? Well, that would be a lousy UX. To achieve an optimal experience two fundamental aspects are needed. On the one hand the technical details of the web, such as speed, optimization and functionality.
And on the other hand, graphic design. These two factors make that if they go in the same direction and in consonance they create a very powerful platform for the user, helping him to find what he is looking for, without getting lost and understanding the message the first time.
Because if you want to sell Pizzas, the user has to understand the 3 seconds you sell Pizzas. Graphic design plays a very important role in achieving the best experience, apart from persuading the user. Other key factors are usability, details, not loading the page with too much content … and generally let “breathe” the content. Less is more!
It’s not about saying all the time that you have the best restaurant. It’s about saying to the user, “Look what I have”, “Look how I do it” “Look how many people come to my restaurant” It’s about that, in the same way that a great commercial sells you a car for €50,000, well something similar, but with subtlety and that yes, a lot of honesty and sincerity.
Generating trust can be in many ways, you can speak in the “About me” and explain a little your story, how you started, who helped you and ultimately, transmit humanity and sincerity. Because in the end, we are people selling people. And as we are very curious, we like to know who is behind that restaurant.
Positioning in Google
Almost everyone knows that if you’re not on Google, you don’t exist. And it’s true. Today, the user has become a “prosumer” who, when he needs something, searches for it on Google. And that magical web gives you millions of results, but people only click on the first 5-8.
So there are many strategies: Online Advertising, Social Media, Social Selling, Seo Technical, Seo Content, Blog, etc.. Let’s say that you sell shoes and you would love to have your store in a famous street, let’s put the Calle Preciados in Madrid.
Well, what a Marketing Consultant does is to put you precisely on that street so that everyone can see you and enter your store.
Of all that we have spoken before, if we do it with a web of 15 years ago I believe that it will be impossible. So in full 2019 we must use the best web technologies always achieving the best and lightest code. Everything is related, if you use the best technologies you will be able to achieve the best user experience.
It is also very important to activate the SSL security protocol, which will help us to have the web encrypted on the Internet, until recently was a mandatory subject for e-commerce and banks, but now Google is penalizing all websites that do not have the certificate.
I recommend that you read a very interesting article from the OCU that talks about insecure websites.
Transmit a message
If you make a nice website, fast and optimized but the user does not understand what you do, does not click and does not send forms of little use. The web must correctly transmit a message.
And many people think that is a phrase, not friends, a message can be many things. A good example would be to place an image in the header with a good copy and below put the three proposals of value with the problem and solution.
That transmits much more than any proposal to fill the web with everything we do and have. That’s why it’s so important to transmit the message correctly.