Updating your website is no easy feat. It requires a clear vision around the goals you want your website to accomplish (e.g. telling your brand story, driving sales, increasing visits/clicks, etc.). Plus, updating your website challenges you to put yourself in your customer’s shoes, creating both website copy and design that best connects with the people you are trying to reach and ultimately, serve.
Despite the challenges, a strategically designed website is crucial for long term brand success. If your 2020 marketing goals include telling a meaningful story about your brand, increasing engagement, or growing blog or trade subscribers, then focusing on your website now is a must.
Don’t just take our word for it, here is what consumers have to say about the impact your website has on their perception of your brand:
- 39% of people will stop engaging with a website if images won’t load or take too long to load
- 74% of users are more likely to return to mobile-friendly websites
- 75% of website credibility comes from design
Website credibility is developed through your website’s content. This content includes your images, infographics, text describing who you are, page layouts, and headlines. The way you integrate all of these aspects together in a simple, visually appealing way is what enables your brand to stand out from competitors and generate higher click rates and lower page bounce rates.
Here are three key areas of focus to ensure your website reaches your target customer or audience:
1. Reposition Your Website’s Focus
During the summer months we recommend that you take a step back and look at your website through the lens of your customer. If you look at your website’s content from this vantage point you may see opportunities for more effectively communicating what you do, what your customer’s typical barriers look like, and how you solve them. When we see our website and key messages from our customer’s perspective, suddenly fancy designs become less important while the need for smarter, more compelling copy becomes paramount. We recently updated the DMA Solutions home page design and would love your thoughts on our updated messaging. Does this approach speak to you as a fresh produce marketer?
2. Put Video Front and Center
Video keeps consumers engaged longer than any other form of content. It allows you to tell your brand story, share your values, and communicate about your product offerings in very visual and impactful ways. Live video will continue to increase in popularity, with more companies using platforms like Zoom to connect with their consumer and trade audience and share engaging content, like cooking classes. According to Optinmoster.com 87% of video marketers say video has increased traffic to their website. As you look for ways to improve your website this year, the inclusive of video should be at the top of your list.
3. Create Data-Driven Content
As marketers, we all rely on data to prove the success of our marketing efforts. However, have you thought about the importance of data to direct your communication efforts? 2020 is the year to stop creating the content you THINK your audience will engage with and start basing your content creation on concrete data. Transparency, authenticity, and value based marketing were the hottest and most engaged with topics in 2019, according to a recent report. Have you incorporated any of these topics into your marketing efforts? To best reach - or exceed - your marketing goals we encourage you to test a variety of messaging with your audience and find ways to best connect and engage with them.
We know first hand that developing content, copy, and redesigning your website is not for the faint of heart. Fortunately, we have 16 years of experience helping fresh produce brands better connect with their audience through impactful copywriting and stand out graphic design. We’ve already launched and/or refreshed three websites and blogs this year – we would love for you to be next!
Fill out this form to let us know if you are interested in a free 1-hour website consultation on key ways you can improve your website this year to drive higher engagement.