Website Optimisation is a Must for Visibility – Growth Experts
By Oghale Mafuru
As e-commerce and virtual economy continues to witness unprecedented growth, web developers and tech entrepreneurs have urged businesses to optimise websites for improved customer engagement and increased patronage.
According to them, owning a website is a fundamental aspect of any successful business venture and deliberate efforts are required to make them user-friendly and resourceful.
Olayinka Bolaji, Tech Founder & Growth Marketing Expert opined that website is not a fanciful idea but oftentimes the first impression a consumer has with a company, product or service and a reflection of the organisation’s operational model.
Speaking about making first impression counts, the web developer stated that the feature that endears consumers to a website is the aesthetics and what keeps them is the user experience.
“One of the first things customers enjoy when they visit the website is how appealing it is. That is aesthetics. They also look for how easy it is to find what they are looking for and how responsive the site is in terms of how long it takes to load and navigate. That is also what makes people want to stay on the site. The problem with bad websites is that they are prone to crashing and the aesthetics are usually very old. People interact with a website when it responds faster”.
According to him, website downtime occurs sometimes when there is an influx of traffic and low bandwidth. He advised that the user interface should be upgraded for easy access.
“Upgrade can be in two ways. You can upgrade in terms of what you see, aesthetics, or features like security checks.”
On his part, Idowu Fadipe, Web developer and manager, opined that running a website contributes immensely to the brand positioning of a business as it is a reflection of the quality of service a customer is expected to enjoy.
He said: “Most times the first contact customers have with a business is through the website. It could be a complete turn off if that experience is not worth the effort’’.
According to him, a good website must be able to effectively guide the customers with valuable information from the point of visit to purchase.
“There are different types of websites. You must define your purpose and align your website to that purpose. For instance, we have corporate websites, E-commerce websites, government, blogs, websites and so on. These websites have their own unique features suitable for the business or organisational objectives. For example, an e-commerce site should have a call to action and payment feature but most importantly product description and information”.
He stated that the common features a website should have are “Domain name that’s easy to read, comprehend and remember, a logo which send a visual message that impacts your audience, a clickable and trackable phone number, Call-to-Action which tells visitors what you would like them to do next. He said further that background Video, Image or Slider is a visual display stating your unique selling points and differentiators. Reviews and Testimonials, Important Business Information such as your physical location and mailing address are also perfect to include in your site. It is very vital to have quality contents and main features of your products and services”.
While noting that smart organisations have gone beyond the basics in terms of features, he maintained that technological revolution is constantly introducing new and effective ways to improve interactions and engagement for businesses via webpages. He therefore urged organisations to continually rework their websites in line with the trend and changing consumer needs.
“It is all about experience for the consumer. That is what really sells” he added.
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