As we’ve practically created a whole new “digital” world, technology has become one of the most essential parts of everybody’s life. Understandably the growth predictions for the industry are around 5% per year for 2018 and 2019.
Revolutionizing people’s everyday life on a large scale, as technology does, turns your social status from zero to “hero” in no time. And everyone wants to be on top of the wave, that’s why the market is so highly competitive. Same goes for the queue of people who want to work for the next Steve Jobs or Mark Zuckerberg. The technology labor market is ever evolving, and sometimes talent-acquisition can be a struggle for growing companies.
Keeping all market trends in mind, you’re in the technology business, and people expect you to have a stunning website, no matter if you have anything to do with web development or not. That’s your place in the digital world. Here’s how to shape it into a consumer-centric experience that’s going to generate and convert leads:
The Planning Phase
There’s a lot of initial research, optimization, and testing you need to do before launching a fully operational site. Determining your buyer persona and knowing who you’re making your site for is what you need to do first and foremost. Then develop your UX and content strategy accordingly, keeping “On Site” search engine optimization (SEO) in mind.
It’s a good idea to take your time and look around before delving into development. Listen to people, find out what they enjoy or hate on competitive websites. Look for the trends in the field. Discover sites you like and that resonates well with people. Analyse your competitors’ websites rankings. That’ll most definitely be of help when brainstorming ideas and concepts.
Focus on Providing Short, Clear Info
We can’t stress this enough: if you want to convert leads you have to get people’s attention first. To do so, you must find a way to provide information in a short, interesting and concise manner because let’s face it – people have an extremely short attention span when navigating through today’s digital world.
You need to present your own story in the simplest, most interesting way possible, so it can immediately grab your readers’ interest. This strategy will also do well with your mobile audience, and as we know, that’s little more than half of your traffic. Remember that you want to provide your mobile leads with a website that has seamless navigation as well as a unique vibe.
Emphasize With Bold Designs
If you want to stress on an emotional or core brand message you can use bold typography as it’s definitely among the trends of 2018. It attracts the attention of users and could help core brand messages reach the audience more easily.
A great visual design is always well accepted by consumers, and you’ll look more professional too. It’ll prove that you know and follow the market’s latest trends, something expected of a tech brand due to the rapidly changing market requiring exceptional adaptation skills.
Another widely accepted trick is to make the message, or a part of it, animated – as long as the implementation does not increase your page load time. In fact, 76.5% of marketers who used video content, stated that it had a direct impact on their business. Proving once more that messages are best conveyed through visual interactions. Animations will not only make your tech site more attractive but will capture the attention of leads and emphasize core brand messages.
Be a Design Wonderland
The weird thing about the tech business is that your expertise may have nothing to do with web design, yet people somehow expect it from you. That’s due to the fact that the web is part of the new world, technology brands are mutually creating. So consumers basically view websites as part of expertise.
The industry is so competitive that almost all tech companies have stunning websites, blogs, and case-sections that present their brand in the best possible way. Ideas like the visual packaging of what you’re offering could be a differentiator in the eyes of consumers, as that might help them understand your brand better and see its uniqueness.
Your online and mobile website should both offer a similar feeling and interactivity no matter what devices they are accessed from. If you look around, everything is designed similarly to an app, from a simple game you’ve just downloaded to something more complex like your operating system. It’s just something that resonates best with consumers because…
Design Trends Matter!
Don’t forget to work around each year’s web design trends. Use saturated colors that are fun and cheery and dynamic gradients to capture people’s attention. A lot of brands also like to go against symmetric design, a trend that began in 2015. It breaks the tedious cycle of sameness and shows a willingness to be different.
Just don’t go too wild. Break the wall, but do it in an elegant way! Otherwise, it may be too unusual for some users, causing opposite effect, and decreasing the quality of the user experience.
Use Data Storytelling to Communicate Complex Ideas
A lot of tech brands have complex processes or services they need to explain. We understand this, however, you shouldn’t bore your visitors with terminology they don’t understand, the point is to convert them into leads, not to exhaust them or have them bounce from the page because they couldn’t grasp your message.
Try presenting your ideas, complex or otherwise, more creatively. Data storytelling, where you work with both graphics and UX designers, can be a great idea. With words and custom illustrations the sky’s the limit. Furthermore, it’s way more engaging and natural for leads to understand and grasp.
One last thing, you’ve most probably heard that video is king. So do not forget to add one to your website. As, we’ve already mentioned, due to the massive information stream we all have access to, our attention span is very short. According to various statistics around the web and proven by experience, capturing the attention of the user in the first 3-5 seconds, determines their engagement.
Video content has the proven to be the best way to generate interest from the get-go. Its appealing storytelling holds the attention of consumers long enough to convey essential messages and complex information. So, add a video! Preferably at the top.
Make Your Homepage a Bounce Rate Destroyer
Your homepage is your first point of contact with your online visitors – so you have to make a good first impression. And most importantly, pique their interest. In our experience, users like longer page bodies as opposed to heavy navigation. This behavior might be the result of social media habits where people prefer scrolling as opposed to searching for information in multiple tabs, where additional clicks are needed.
You need to give them a reason to click and go to another page on your website. It’s important that your homepage contains concise call-to-action messages and buttons, leading to all core sections of your website (e.g. Services, About us, Contacts).
Don’t forget to tell the story of your brand. Give a short introduction about who you are and why you do what you do. That’s the first key to creating interest in yourself and your website/brand. Make those leads curious enough to browse around after they’ve finished with your intro.
Always consider your content strategy. Try adding a small section that asks for users’ emails. It might be a subscription form for a newsletter or a valuable insider guide. Provide your audience with something in return for their details. If you have interesting or helpful content to offer, you are on the right track towards converting those potential leads into happy clients.
And never forget to end strong. Use a call-to-action (CTA) message at the bottom of your page to gently direct the visitor towards the next step. Use concise wording like “Contact us”, “Email us”, etc. It’s also a good idea to use a distinctive color on the CTA button so that it stands out from WordPress Performance Optimization and Speed Improvements the rest of your homepage.
Maintain a Blog
If you want people to visit your website, you have to present them with new information constantly. This will help generate, retain and convert leads. Having a blog is probably the easiest way to update your content regularly. It’ll also help people know your brand better, view you as a trustworthy source, and start social media conversations. That’s pretty much what having an online presence means.
So focus on your blog and try providing useful information to your target audience. Do not make a “For Dummies” blog if you are in the B2B niche, because your target audience will most likely be much more informed and such simple topics won’t have any value.
Talent-acquisition is a key goal of almost every brand nowadays. So start thinking of your employer branding. Have a specific page for this. The aim of such a section is to present your brand to both potential employees, people in the industry, investors and others who might be interested in working with your brand. Open-up to the world, showcase your corporate culture, work approach, business ethics, facilities, and causes.
The key to presenting your social support and activities is to focus on making people sympathize with your values and not towards your brand per se. That’s how you show that you are trying to help without bragging about yourself or your company.
If you want to make your employer branding page shine like a star, you need to showcase image galleries, videos, and stories that will make people feel like they are looking behind the curtain. This will not only help you with talent acquisition but it might start a social conversation that will generate and convert leads.
Nowadays, people look at things way more rationally. That’s why it’s essential to try to communicate through facts and data. What better way to tell a story and promote your brand, than presenting case studies. Your portfolio speaks better for you than any article in any media. Especially if your model is B2B, it’ll resonate well with your leads to see that you’ve already done what they want for others. That builds credibility towards making you the experienced and preferred company to work with.
Don’t forget that you most likely have more than one buyer persona, target audience. Some of your personas may substantially differ from one another. There might be start-up managers, CMOs, and big corporation CEOs. You need to make your side work for each one of them. If that’s the case, think of offering solutions in business-specific pages (e.g. for small and medium businesses, for startups, for marketing agencies, for a specific vertical).
It’ll make it easier for leads to understand what you can help them with. Making it easy for businesses to find all of the services you provide will also increase the number of clients who may contact you later for a more significant project and not just small or partial ones.
If your clients like to talk to your support team, it might be time to consider chatbots, especially if your goal is to provide a smoother more thorough service. AI is a thing, and it can be used smartly. It only engages consumers, it presents your brand in a more professional manner. Chatbots are now intelligent; they can answer FAQ questions, send links and even explain how to make a transaction. These artificial buddies also compete among themselves with brands starting to implement their own styles, which gives the chatbots a sense of personality.
What’s great about having artificial support is that you can easily use it to retarget a campaign or to convey a message to a certain group of users. You’ll be able to increase revenue, convert leads, retain clients and ensure quality support.
Making an effective technology website that’s going to generate and convert leads in the competitive buzz on the market is not the easiest of tasks. You have to take into consideration not only functionality but loading times, usability, SEO, and visual design. Furthermore, your website is the face of your brand in the digital world. It’s not just a vessel of information, but the center of your content strategy. Thus, it should correspond with the brand’s story on other channels and be aligned with the company’s goals.