Ever-evolving technology, increasing demands and expectations of consumers and the ongoing competitive digital environment are the major reasons businesses should invest in an optimal website. For a business website to compete and convert successfully in 2019, essential features and functionalities must be up-to-date, if not ahead of the game. If your website is more than three years old, the functionality, user experience and visual presentation is likely not aligned to current consumer expectations and warrants an update review.
What are the essential elements your website should have in 2019?
Your website serves as the possible first impression of your business to the world and, therefore, needs to generate awareness, create attraction, accelerate interest and influence action. Here are five website must-haves for 2019 that can deliver growth for your business in the online world.
A Robust Content Management System (CMS)
Building your website with a quality CMS puts your team in the driver’s seat and empowers them to access, update and publish changes with ease. This can include updates to messaging, page layout, security, branding, SEO tactics and more. In a nutshell, a CMS makes managing your website easier, faster and less costly. In 2019, no website should be without one.
Integration with a CRM and Marketing Automation Platform(s)
In 2019, a visitor to your website that converts should have their information recorded and tracked in your customer relationship management (CRM) tool and be put into business workflows through your marketing automation platform – all without a member of your staff having to touch a keyboard. These kinds of integrations are key success differentiators because:
- Their functions happen automatically and in real-time.
- They capture and organize data.
- They accelerate prospects through your marketing and sales funnel.
Adequate Hosting
Short-changing the hosting needs of your website is like taking a Corvette off-roading in the mud – you’re going to get stuck. Getting your website stuck by an inadequate hosting structure is going to limit your bandwidth, security, throughput and more. The right hosting environment should be determined based on your specific website’s technology and functionality.
Focus on User Experience (UX)
Don’t just walk a mile in your website visitors’ shoes, walk the entire length of their user journey. This means navigating your entire site to find points of friction, and removing them. You want to make sure their journey is the most intuitive, engaging and intentional one they’ve ever taken. The key to a good user experience is to know your target audience, understand their needs, provide them with clear navigation and support their path to converting.
And make it quick! Page load time is a major contributing factor to page abandonment. Web pages should load in two seconds or less for the best user experience.
Value-Add Content
To build trust and demonstrate thought-leadership in the services you offer, create content that provides value to your website visitors. This can include:
- Informative content that breaks down, explains and teaches topics related to what you do.
- “How-To” content that provides actionable, step-by-step instructions on how to accomplish a task.
- Process content that explains how your business uniquely executes on your services.
This content can be created using blogs, articles, guides, infographics, videos, podcasts, etc. Your mediums should be diverse to appeal to the various ways people absorb content.
Kevin Hourigan is the President and CEO of Bayshore Solutions and for over 23 years, his company has provided clients with digital solutions that grow their businesses. To contact Kevin, please email [email protected].
