Your website provides the perfect opportunity to connect and engage with potential clients and existing customers. If your website is easy to navigate and chock full of valuable information and resources, chances are they’ll want to return again and again.
There are tons of tools and tricks to help make your website more appealing, but with so many options available, it can be tough to decide which ones are best.
That’s where we come in.
We’ve put together a list of some of our favorite tips to make your website more engaging and helpful for your audience and website visitors:
Tip #1: Chat Feature
We’ve all used them. They make life more convenient for customers who don’t want to pick up the phone and call. Whether you offer services or sell a product, chat tools can provide quick responses to customer questions, so they don’t get frustrated and leave your site.
There are a couple of options for chat features, depending on your goals and budget:
AI Chat: An AI chatbot is like having a friendly helper available around the clock to answer your visitors’ questions. It enhances the user experience and helps save costs by letting customers find the answers they need before reaching out to a live representative.
Live Chat: At TinyFrog, we opt for the more human approach with a live chat staffed by our team. We’ve found this is a great way to connect with visitors and support them in real time, ensuring they have a positive experience with every interaction. What can we say? We love chatting with you!
Kazmarek also uses live chat on their website to support their visitors. The chat feature doesn’t distract visitors from the content; it allows them to quickly and easily connect with someone from the Kazmarek team in real time.
Tip #2: Calendar Scheduler
If your goal is to have visitors schedule an appointment or book a consultation, a calendar tool is a must-have. Calendars put your clients in the driver’s seat and make it easy for them to see when you’re available.
Beyond Your Hammock uses a calendar feature to help potential clients schedule a complimentary consultation. This clear and simple process makes it easier for visitors to book an appointment and get started.
Tip #3: Videos
There’s a reason why YouTube™ and TikTok™ are so popular. People like videos—and so do we!
Videos bring your brand personality to life and give viewers a glimpse into the people behind the brand. They’re a great way to give your visitors a quick snapshot of your products and services or break down complex information in an easy-to-understand way. They’re also a valuable marketing tool.
Check out how Bricz uses a short, engaging video to showcase their booth for an upcoming trade show. They also capture people’s attention right away with a high-quality background video in the top hero section of their home page.
Consider using select videos on key pages of your website to supplement your content—just don’t overdo them. You don’t want to give your visitors a “digital headache” when they visit your site.
When using videos, be sure to include closed captions to keep your content accessible. That way, everyone can enjoy what you have to offer!
Tip #4: Educational Resources
When you offer educational resources and additional content to your site visitors, you’re providing them with added value. The ultimate goals of educational content are to inform, educate, answer questions, and present solutions—solutions that your products or services can ultimately provide.
By creating a resource section on your site, you give visitors a go-to place for information and answers. Whether they’re top-of-the-funnel or bottom-of-the-funnel content assets, they can all be used to gradually guide users toward their goal—and yours.
We think Profisee does an excellent job providing resources for all stages of the marketing funnel. Visitors can head to the Resources tab in the main navigation to access blogs, training materials, podcasts, and more—all organized into categories for easy navigation.
While your website is a powerful sales and marketing tool, it can also help keep your current clients happy and informed. If you use third-party client portals or partner services to offer a comprehensive experience, you can easily link to those pages or login entry points from your website. Keeping your existing clients happy is much easier and less expensive than securing new ones!
Tip #5: Personality
You’ve got personality, and your site is the perfect place to let it shine. Whether your brand is professional, serious, upbeat, or quirky, you’ll want it to come through on every page.
If you compare Ignite Financial with its bold, vibrant colors and strong statements, with Seaside Staffing Company and their softer, sketched images and conversational language, the distinct differences in their personalities become clear. You get a sense of who they are the moment you land on their sites.
Here are a few ways to help visitors get to know the real you:
- Establish a consistent look and feel that aligns with your company’s personality. From the colors to the style to the copy you write, it should always reflect who you are.
- Share photos and bios of your team members to start building a connection. Photos and bios help visitors see the ‘human’ side of your company, making it feel more personal.
- Use a conversational tone in your writing. By avoiding ‘corporate speak,’ you’ll feel more relatable to visitors and help establish trust.
We’ve given you some of our favorite tips for making your website more engaging for visitors, but before you get started, there are a few things you should consider:
Does your new tool work with your current tech stack?
The last thing you want is to find out your new technology doesn’t “play well” with your other systems and platforms. This can lead to frustration, added costs, work delays, and unhappy customers. Make sure to do your homework before investing in something new to ensure it works seamlessly with your current tools.
Does it work for your team?
Is it easy for your team to use on a daily basis? Before implementing a new tool, you’ll want to be sure you understand your end users. If it doesn’t add value to their day, make tasks easier, or is too complicated for them to grasp quickly, they might resist adopting it and move on before they ever get started.
Is it useful for your target audience?
There’s nothing that turns a happy visitor into a distant memory faster than a frustrating user experience. Your site visitors don’t want to have to ‘think’ when they visit your site—they want it to be intuitive, functional, and easy to use.
Make sure any tool you use has value for your audience and works correctly. You have a short window to gain their trust, so make sure every touchpoint on your site delivers a flawless experience.
Your website can be a gold mine that keeps on giving when you use it to its full potential. By implementing some of the tips we’ve recommended, you can enhance the user experience, convert leads into customers, and turn customers into brand advocates.
