Competition for user attention is constantly growing as companies take advantage of new ways to share and market ideas online.
While strong search engine optimization helps a site draw in customers, if what visitors find is generic or uninteresting, they’re not going to stay.
[source: Forbes Agency Council] Besides hurting your revenue, bounce rates can damage your SEO.
So how can you make your site memorable and unique, while at the same time engaging potential clients or customers? Ten Forbes Agency Council members share how you can differentiate your Website from others’ in your field and better engage with prospective clients.
1. Show The World Who You Are Through Creative Bios
Your prospective clients want to know who they will be working with. Get creative when you present employee bios. Tell a story. Link out to a Spotify playlist. List your favorite movie. Break out of the typical headshot for an image with more personality. Show the world what makes you unique. – Brad Flowers, Bullhorn
2. Take A Unique Stand
Craft content that takes a unique stand on a topic that resonates with your intended audience. It does not always have to be controversial but should offer content and information that cannot be found elsewhere. Unique points of view or opinions on important subjects with lots of supporting information tend to have higher viewership and engagement rates. Don’t bait the click: Nurture it. – Aaron Henry, FOUNDRY512
3. Showcase Likable & Relatable Video
A quick intro video is a great way to immediately differentiate your Website. For a time, we had a one-minute stop-motion video on our homepage, and I can’t tell you how many of our colleagues and potential clients commented on it. It gave personality to our brand and made us instantly likable and relatable to potential customers. – Leila Lewis, Be Inspired PR
4. Provide Insight & Inspiration
Our agency established mantras at the time of our inception. We believed that this would let people understand our values and build a culture of like-minded people. We have found including the monthly mantra on our Website to be very effective. Additionally, we have written blog posts to give more insight. Prospective clients have found this inspiring and it makes them want to work with us. – Gina Michnowicz, Union+Webster
5. Keep Your Website Content Fresh
The best way to engage with prospective clients is to keep your Website current. Your Website is the ideal place to showcase your most recent and best work, reflecting your creative capabilities and problem-solving skills. If you need a way to be more direct, host a blog with thought pieces from your colleagues on industry issues. Keep that content relevant, too! – Brian Sullivan, Sullivan Branding
6. Don’t Use Stock Photos
Ditch your stock photos and capture the real essence of your company. Stock photos are the plainest way to introduce your company, and many agencies don’t take the time to publish content that is indicative of their actual nature. Let your employees bring their dogs to the shoot. Showcase your services. Your Website imagery should be full of your actual employees: Clients value authenticity. – Kelly Samuel, Qode Media
7. Offer A Free, Personalized Report
Websites that offer a free report as a personalized takeaway item is an easy way to differentiate your online experience and deliver value to prospective clients. What report can you offer clients, and how can that report be customized to their needs? WordStream does an excellent job at this: “40 hours of PPC analysis in 60 seconds or less!” What report can you give away? – Brett Farmiloe, Markitors
8. Display Examples & Metrics
Provide potential clients with specific examples of the work you have done and what the results have been. The more specific and direct you are, the quicker you can get to what the client is looking for and devise a creative way to achieve that goal for them. – Jamie Wachlarz, Krupp Group
9. Adjust Your Website Menus & Navigation Titles
We see a trend in Website navigation pages being given unique titles for companies breaking out of the mold in their industries. These small changes help your customer understand the value your brand offers. Take, for example, a company that has an educational element: Rather than calling the page on their Website “classes,” call the page “learn” in order to help users see the value proposition in just one word. – Antoinette Marie Johnson, At Media
10. Make It About Them
Make your Website about your clients and customers. Communicate the value of your services in ways that will resonate with them. Use case studies, success stories and examples of how you have helped solve their problems. Avoid the natural inclination to make your Website about you. – Gyi Tsakalakis, AttorneySync