We all do it – we take them for granted. The painstaking hours in bringing the brand vision to life, the checks, user testing, tweaking and fine-tuning, leads to... reality.
The site becomes part of the day-to-day, things get uploaded incorrectly, different tones of voice or colour palettes are used, new sections appear on the navigation.
It’s OK, we understand how it happens, and we’re not here to judge. We’re here to help you make the process more efficient and straightforward.
Telling you what you know
Any business or organisation’s website clearly serves as more than just a digital storefront: it’s the centrepiece of its online presence and a vital tool for engaging customers, building brand identity, and driving leads and sales. It’s the first place many of us go when encountering a brand for the first time. And first impressions definitely count.
I can hear you nodding along. However, when was the last time you audited and reviewed your website? Be honest.
Oh, us? We’re actually doing it right now. Every 3-6 months we take a good look at whether the site still accurately represents us, and does what we need it to do.
Websites can sometimes be wild organic beasts – we’re talking about some we’ve seen, not our own – bloated and cumbersome. The UX is poor, the site nav is 12+ options, there’s no clear CTA, and don’t even get started on the brand guidelines. In short, it ceases to represent the business. And that’s where we can help.
Reflecting your brand identity
A website is often the first point of contact between your business and potential customers, so should be a true, and up-to-date, reflection of your brand’s identity. This means more than just making the logo bigger or using your company’s colour palette.
Every element of your website, from the font, tone of voice and imagery to the user interface, should communicate your brand’s USP. When potential customers or visitors drop onto your site, they should immediately understand who you are, what you stand for, and what makes you different from your competitors.
Enhancing user experience
The user experience (UX) of your website plays a very important role in converting visitors into customers. A site that’s difficult to navigate, slow to load, or not optimised for mobile devices can frustrate users and make them close the tab. We recommend investing in your site, including optimising load times, making navigation intuitive, and ensuring that your website is accessible to all users, including those with disabilities. The goal is to make the user’s journey from landing page to wherever they need to be to one where they get value from the experience.
Optimising for SEO
Search engine optimisation (SEO) is vital for making your website visible to potential customers. No matter how well-designed your website is, it won’t generate leads if it’s not visible in search engine results. Effectively optimising content, improving page speeds, building backlinks, and ensuring your site is mobile-friendly are great strategies, alongside (see below) an efficient, regular content strategy.
Creating valuable content
Content is the cornerstone of any effective website. It communicates your brand’s message and values, helps build trust with your audience, and drives SEO. The content should be engaging, informative and tailored to meet the needs of your audience. This could include video tutorials, infographics or downloadable guides that provide added value to the user, making your website a resource, not just a brochure.
Encouraging engagement and conversion
A successful website doesn’t just attract visitors – it converts them into customers, clients, members or advocates. This requires thoughtful design and content that directs users toward taking action, so calls-to-action (CTAs) should be clear and compelling – the supporting copy, as well as the button itself.
As I mentioned earlier, we’re not here to judge. We’re here to help. By investing in a strategic approach to website design, content and SEO, we can help you ensure your website isn’t just found – it’s remembered, revisited and recommended.
If your site could do with a spring-clean, reboot or redesign, get in touch with me (adam.tuckwell@mobas.com) to have an initial conversation. It’s good to talk.
