All important. But not as important your website. It's where you want to drive prospects to, right?
"The website is your hub," said Sarah Watz, co-founder and CEO of Pixpro, an 11-year-old Stockholm, Sweden, digital communications agency. "It’s where you own your presence. It is important to really get to know your customers. So you can craft your content on the website for them. Reality is that the more niched you are the more relevant you are."
CMSWire talked to Watz about the importance of having a great Website. She gave us seven ways to make sites more engaging and tempting for visitors to stay.
Use Your Words
Watz told CMSWire your website must include words customers normally use when talking about your services or products.
"That also helps create traffic from search engines when you have relevant information on your website based on the words they naturally search for," Watz said.
With audiences at an attention span of approximately 2.7 to 3 seconds, having content that relates to your audience is essential. Package it the way they prefer.
"It's crucial to think from your clients' perspective and create the best user experience possible for them to stay and consume your website content," Watz said. "The longer they stay, the longer your site is in front of them with your message. You have their attention. Make the most of it."
Content is Key
Can your audience wait to share your content with a friend or colleague? Is it that good? Is it so good they would pay for it?
It ought to be.
"They are indeed paying with their attention, their social network and their time. So it better be good," Watz said. "Use a good copywriter that writes in the language the visitor prefers and use great high quality images and movies. Boost traffic to the website by having a website publishing tool that supports markup of content to make it easier for search engines to index the content correctly."
Organizations that have several product or service categories for different target groups should use powerful niched sites, or microsites.
"We use them a lot to be able to focus on the benefits of a product to a specific industry," Watz said. "We create the feeling of the go-to-expert of that niche for that industry by using blogs, Q&A, ask the experts, and customer references that all focus on the challenges the customer has, how we understand their needs, how we help our clients with the same challenges to get great results.