Your website is likely the first place consumers encounter your brand, and the design not only conveys information about your products and services, but also speaks to your values, style, and relevance.
In an article published by Inc., ATX The Brand Founder Daniel Griggs responded to five common website design myths and shared the reality behind good web design.
Myth 1. Your website can’t serve multiple audiences
There may be gaps in technological knowledge and aesthetic taste, but that doesn’t mean your website design can’t appeal to multiple demographics. Work smarter, not harder, to engage with each of your target audiences by finding the areas where their preferences overlap. For example, the baby boomer and millennial generations may both prefer large font and less cluttered design.
Myth 2. Content is content
Not all content is created equal. The average website visitor will leave a page after 10 to 20 seconds if they are unable to access the information they need, so your site should convey your main message as quickly and simply as possible. Be as bold and blatant as you can about answering the three W’s—Who are you? What do you do? Why should a user do business with you? If your website has a high bounce rate, this could be an indicator that you are not keeping it simple enough.
Myth 3. You need to tell your whole story on your homepage
Your users’ first interaction with your website should make them feel like it was designed for them. Avoid overwhelming site visitors with details about every facet of your product or service and instead create clear calls to action that help specific audiences quickly and easily navigate to the content they need.
Myth 4: A well-designed desktop version is good enough
A well-designed desktop version of your website is important, but research shows that the mobile version is crucial. The Pew Research Center reports that 28 percent of millennials are smartphone-only internet users, meaning that nearly one third of the country’s largest consumer demographic will be viewing your website solely on their phones.
Myth 5: You don’t need a website audit
Quality website and mobile app design requires a professional set of eyes. A website audit is a comprehensive review of your design and content that will help determine whether you are reaching your target audiences in the most efficient and effective way possible. A full audit will help expose weak spots and improve the usability of your website and mobile app to ensure you are reaching the greatest amount of people in the most effective way. This will help conversion, which means more leads.
You are going to fail in business. The question isn’t “if,” but “when.”
Hopefully you enjoy more success than failure, but there will always be bumps in the road along the way. No matter how hard you hustle, when you have a lot of balls in the air we will inevitably drop one.
ATX The Brand Founder Daniel Griggs published an article on Forbes that lists his top tips for how to respond when that ball hits the ground.
- Take ownership When you do inevitably drop the ball in some way, it is important to take ownership of your mistake. When confronted with a misstep, we tend to want to shift blame or make excuses for our actions, but claiming responsibility can be an important part of reaching a resolution quickly and effectively. If you are going to point the finger, point the finger at yourself.
- Create realistic expectations Being proactive by creating realistic expectations at the outset of a project is critical, and it is just as important to identify clear deliverables and limits when something goes wrong. Be careful not to overpromise in an attempt to rectify a mistake or mitigate discomfort. If you need to recalibrate, set a realistic scope. It is not about what you and your team are capable of accomplishing, it is about how well you can meet the client’s goals while working within their parameters.
- Over-communicate There is no such thing as too much communication with a client. Just because you said something one time does not mean your message was received or understood. If you said it once, say it again. And again.Do not avoid a client because they are upset or because the mistake is awkward or uncomfortable. Stay in constant contact so the client knows you are on their side and are taking every necessary step to correct the issue. Dropping the ball is never fun but it does not have to be the end of the world. If you respond to failure by taking ownership, setting realistic expectations for addressing the problem, and communicating clearly, you will be able to bounce back in no time.
Yes, you read that right.
At ATX Web Designs we believe that every client deserves special treatment. In fact, we believe courting a new client is not unlike, well, courting. The same rules apply whether you are taking a prospective client out to coffee or taking a Hinge match out to dinner.
CEO Daniel Griggs recently published an article on Medium about common dating rules you can apply to client relations.
Here are his top four tips that will not only lead to better brand loyalty, but also to improved conversions and a bigger bottom line.
- Prove your interest. Your date doesn’t want to guess whether you are interested or rely on hints or subtle social cues. Similarly, your clients should have a clear understanding of how valuable they are to you and what you’re willing to do for them. Don’t beat around the bush. As soon as a potential client shows interest, prove your commitment with an initial investment. For example, if someone subscribes to your newsletter, give them a free online resource of piece of valuable content right away.
- Don’t do all the talking. Seriously. The more you listen, the better you will be able to understand your target audience and cater to their preferences. In particular, you want to listen for your audience’s pain points and then present your product or service as a solution to their problem. Customer feedback forms, consultations and social media engagement are great ways to listen better.
- Don’t Ghost. No one likes to be left hanging. As soon as you exchange information with a potential client, start communicating. You can never follow up soon enough. When it comes to building and maintaining client relationships, consistency is key. Make sure you are regularly touching base with both your leads and current clients to keep them interested and invested. You want your brand to become a part of your audience’s everyday life so that you become their natural go-to product or service.
- Let your friends set you up. Have a satisfied customer or a great review? Use it to your advantage. Consumers trust the opinions and recommendations of those in their peer group. Let your happy clients do some of your marketing work for you by incentivizing referrals or positive reviews. Try a referral program or online contest to gather leads from your current client base.
At the end of the day, our clients just want the same thing than any of us want in a relationship: honesty, respect, appreciation and attention. By proving your interest, listening, communicating consistently and building out your network, you will attract new leads and earn the loyalty of current clients. They will be wanting to put a ring on it in no time.
Millennials, Generation Y, The Facebook Generation, Echo Boomers. No matter what you call them, adults ages 23 to 38 make up a large proportion of the U.S. population—about 25 percent—and their spending power is growing daily. Millennial purchasing power is expected to reach $1.4 trillion by 2020, making them the perfect target demographic.
However, millennials also consume mass amounts of media—potentially more than 70 hours a week—and are flooded by advertisements and marketing campaigns. Social media in particular has become a platform for attempting to catch the attention of this influential consumer demographic. Personalization, direct engagement and responsiveness in social media posts are three ways a company can stand out from the pack when engaging with Generation Y.
Millennial consumers may dismiss traditional advertising or social media content that feels too much like a sales pitch. Millennials are drawn to brands that feel personal, creative or that match their own values. In a Boston Consulting Group survey, 59 percent of millennials reported that their favorite brands were a reflection of their style and personality, and 40 percent said they were willing to pay more for a brand that matched what they wished to convey about themselves.
Easy ways to personalize your social media posts include:
- Posting “behind the scenes” content, such as a spotlights on staff or members
- Adopting a friendly, relaxed attitude when responding to comments and questions
- Showcasing your brand’s unique style or voice
- Following and engaging with current pop culture trends
- Engage directly
Social media accounts aren’t just a place to promote your product, they are a channel for direct communication with clients and future clients as well as a tool for building brand trust. Millennials favor businesses and brands that promote a two-way, mutual relationship with their client base. A Sprout Social survey found that 76% of respondents were more likely to purchase a brand they felt connected to on social media than they were to purchase from a competitor. Directly engaging with followers by answering questions, commenting on posts or asking for feedback can build trust and credibility among potential millennial customers.
- Respond quickly
When it comes to social media responsiveness, speed matters. A 2016 study found that more than 80 percent of customers expect a response within 24 hours of posting on social media and more recent research indicates customers look for a response in as little as 30 minutes or one hour. According to a Twitter study, quick responses were linked to higher customer satisfaction, willingness to recommend the brand, and revenue potential. The study found that customers were willing to pay almost $20 more for an airline ticket when an airline responded to a customer’s Tweet in fewer than six minutes. Answering questions and addressing concerns in a timely manner on social media can help retain and build your millennial customer base.
Is your company maximizing the potential of its digital presence to win over millennials? ATX Web Designs can perform a website and mobile app audit to help you improve your web presence and also offers website and app development services.
As the COVID-19 pandemic escalates, many companies have decided to move their events, conferences and trade shows online instead of canceling or rescheduling.
But transforming a live event into a virtual one brings its own challenges. Unfortunately it isn’t enough to set up a camera and hit “record” or “go live.”
If you’re planning an online event, here are some common pitfalls to avoid.
- Skimping on audio-visual equipment. Visual presentation is a critical component of virtual events. Invest in high quality cameras, lighting and sound equipment to make your event as professional and engaging as possible.
- Not testing everything ahead of time. Before going live, you will need to run several tests of your equipment and programming. Designate time for these trial runs in your pre-production schedule so that everything runs smoothly on the big day.
- Holding yourself to the same standards. Virtual events are a different ballgame with their own set of rules. Audience attention spans are shorter, their expectations are different, and their participation or investment level may fluctuate. Revist the benchmarks for your event and see if they still seem reasonable given the new format.
- Assuming your audience is tech-savvy. Regardless of demographic, your audience may not have a good grasp on your virtual event platform and tools. Make sure to educate them before the event begins and provide multiple channels for assistance and support once you launch.
- Assuming your presenters are tech savvy. Public speaking skills don’t always translate to video conferencing skills. Your presenters might need some support with aspects like video lighting and framing in addition to training on live video programs.
As with any live event, be prepared for something to go wrong during your virtual event and have a Plan B (and Plan C) ready to go. Remember that everyone is figuring this out as they go along and be easy with yourself and your team if mistakes happen.