You’ve probably heard the old saying: You only get one chance to make a first impression. That’s true of people but it’s also true of websites. When search engine users or potential customers stumble across your business site, it’s critical that you engage them immediately, conveying the full value of your brand, your products, and your services. To do that, you’ll need a website that stands out from your competition.
Now, there are plenty of websites that stand out for all the wrong reasons: Outdated design, poor performance, or difficult navigation. Still other sites employ gimmicky design choices to create an impression, but in doing so they undermine their own usability or professionalism.
So, what elements can you include on your website that will attract and retain visitors, all while bolstering the reputation of your business? Consider a few basics.
Essential Features for a Standout Website
1) A clear narrative.
The most effective websites tell a story… one in which the customer is the hero, and your product or service offers them the tools they need to solve their most pressing problems. From your homepage content to your site hierarchy, your entire website should be structured with narrative logic. The StoryBrand method that we employ here at Woland Web can be invaluable!
2) A strong CTA structure.
A good website has not just one call to action, but multiple calls to action sprinkled throughout each and every page. These CTAs should be arranged to guide potential visitors through their consumer journey, providing plenty of natural, logical ways for the consumer to engage with your brand.
3) A well-defined audience.
As you think about the story you’re telling and the CTA structure you’re employing, it’s critical to have a clear sense of the audience you’re addressing. Doing so ensures that your content is never vague or unfocused, but rather speaks directly to consumer needs, values, and pain points at every step.
4) A simple hierarchy.
When visitors land on a website that has hundreds of individual pages, organized in a seemingly haphazard fashion, it can feel intimidating. One way to make your site stand out is to keep things simple, employing an architecture that allows users to find the information they need with no more than two or three clicks.
5) Thought leadership.
Your website exists to convert, to sell… but it can also be an important tool for earning trust, brandishing your credentials as a thought leader and industry authority. There are multiple ways to accomplish this, but foremost is providing a good business blog. A branded blog can provide an excellent platform for showing off industry analysis and subject matter expertise.
6) Excellent performance.
Does your site load quickly? And is it easy to navigate, no matter the device type? In a world where so many websites still have sluggish performance, simply optimizing speed and mobile accessibility can go a long way.
7) Social proof.
Does your website convince potential customers that you’re the right person to do business with? One way to earn trust is by highlighting all the other people who have purchased your products or services and been happy with the results. Consider testimonials, or a highlight reel of your best Google reviews. Nothing helps a business stand out like a portfolio of five-star raves.
Take the Next Step Toward a Standout Website
As you consider different strategies to make your website stand out, consider working with the design team at Woland Web. We’d love to discuss the best ways to tell your brand’s story through excellent design. Reach out to us whenever you’d like to chat!
