Why businesses need an engaging website

The importance of an engaging website to a business

According to the Internetworldstats website, as of June 2012 there are more than 2.4 billion internet users in the world. In some way or another each one of these users is a consumer, using products and services from a wide variety of suppliers.

This fact alone makes for a very strong argument why every business should have its own website. But not just any old website is good enough. A website that is not engaging will see visitors leave within a few seconds.

An engaging website, on the other hand, will enhance the firm’s marketing efforts, and an improved marketing effort will eventually lead to more customers, more sales and improved profits.

An engaging website is also a great way to retain existing customers, bringing them back time and time again.

It makes it possible for a company to generate sales and/or provide customer support 24-hours a day, 7-days a week in one of the most cost-effective ways in the world of marketing.

Increase visitor interest to grow sales

An engaging, highly targeted website will create a rapport with the company’s target audience. It will help to create a sense of community, and individuals who feel they belong to a community are much more likely to become customers than otherwise.

The way to do this is to build a website that has authoritative information on the topic(s) that will interest the firm’s target audience. An online options trading business might for example have highly relevant information about the various options trading strategies in order to attract potential clients.

Other ways to build two-way relationships with visitors includes using suggestion forms, feedback forms, live online chat and links to the company’s social media pages, e.g. Facebook and Twitter.

Factors in creating a successful and engaging business website

The crucial factors in the success of a business website is that it should attract the right kind of visitors, fitting the targeted demographics; it should then immediately hook the attention of those visitors, and engage, inform and persuade them to take a certain action, which could be as simple as asking for more information or as bold as making an online purchase.

To achieve this the web designers or copywriters should use highly targeted content elegantly spiced with relevant keywords. One option to consider is to have a different landing page for different market segments.

Why is top quality, relevant content important?

In the first place search engines such as Google just love quality content. Gone are the days when one could get away with building a good Home page and an About Us page and expect to get on the first page of search results.

Even if one could fool the search engines, fooling the audience is much harder. Someone arriving at a dull, uninteresting page will simply leave within seconds – and probably never return. An engaging landing page will not only retain visitors longer, but might also seduce them into clicking through to the rest of the website.

This is where analysing visitor statistics plays an important role, because it will show which pages are visited the most frequently and where the majority of visitors came from.