It’s a question that individual people ask each other at dinner parties, on the street or in any kind of informal meeting. But it’s also something that web visitors ask companies every time they go online and eventually end up on a landing page.
People want to know what your business is about. From the very first mouse click they want to get a rough idea of products and services, as well as the philosophy of the business. They don’t want to see a cryptic business name and some vague images — they want real information so they can get about the business of making shopping choices.
Companies that understand this principle are well-positioned to do business on the Internet – which is the primary channel of business today. They invest in storytelling and narrative that makes a difference and set their websites up for success.
Don’t Wait for “About Us”
One big trend that you’ll see in web design today is that most landing pages have a concise and transparent summary of what a business is all about. It’s essentially an elevator pitch, boiled down to its essentials and placed in a prominent spot where web-surfing eyes can see it.
The old strategy of doing a more elaborate presentation on an ‘about us’ page is pretty much dead. Companies have woken up to the idea that people aren’t going to do a series of page navigations just to get to a basic description of a business. They’re going to expect that upfront, so that they can choose how to navigate the site based on that information.
Smart web design also extends to menu options. Instead of just tabs that say ‘services’ or ‘products,’ many companies are putting much more detailed labels on menu tabs in order to guide customers in a better way. Another related strategy is to actually put product images and specs in small, accessible boxes on the landing page — that way there is another single-click strategy in place where companies can direct visitors straight to product information, or even to a shopping cart.
You’ll see a lot of these trends in website content and design from the smart businesses on the internet. Some of these stuff might cost money, but other similar methods can be done on a shoestring budget.
At WebSubstance, we help our clients put together comprehensive web strategies that work. We understand how to get your message out to people quickly, and how to make your web footprint a more effective ambassador for your business. Ask us about everything related to your company website to get a new and improved outreach strategy in place and drive leads and profit. Let an established, professional agency of Northern Virginia help you touch up your website, and you’ll see the positive differences soon!