Did you know how important your business website is to your company’s success? Your website is a central hub for all things relating to your products and brand, from your company values to your compelling brand story. Here at Arch Collective, we love helping tech startups make the most of their websites, transforming them from simple online portals to effective tools for sales conversions. Here are five tips we’ve pulled together from our extensive experience to help take your business website to the next level.

1. Make Everything Shareable

Blog posts, product reviews, and any video content on your website should all be easily shareable with obvious, clickable buttons or logos linking to the most popular social media platforms. Shared content quickly grants you earned media and social proof — comments, likes, and testimonials from organic engagement with your content. Remember to screenshot and share a few of the best comments! For B2B tech providers, businesses that share your content provide you with an extra dose of credibility, which is all-important when it comes to engaging potential investors.

2. Optimize Everything for Mobile Devices

Whether your tech proposition is B2B or B2C, optimizing your business website for smartphones and tablets is an absolute must. More buyers than ever are researching, comparing, and purchasing via mobile devices. Stats show that 48% of mobile users believe companies that don’t have mobile-optimized sites simply don’t care about their customers. A harsh judgment, perhaps, but one that should drive all companies to make sure all aspects of their site work for everyone.

Mobile optimization goes beyond ensuring menus and your homepage are visible. Contact forms, price lists, and any resources should all be visible. Businesses who need to view product information only to find their smartphone screen chops half the information off will quickly go elsewhere. Test your site, fix any errors, and encourage feedback from your visitors via surveys or comments.

3. Invest in AI

As a tech startup, you probably have some experience with AI and machine learning — but have you incorporated it into your digital marketing efforts yet? One of the best ways to convert leads into sales is to create the impression of always being available for your customers. Intelligently crafted AI chatbots and automated emails can help field customer queries when you’re out of the office or dealing with a different customer. Proactive responses such as popping a message through to someone who left an item in a cart can help rescue sales that would otherwise fizzle out. This can also help you understand why some leads don’t convert and empower you to remove obstacles from the customer journey.

4. Visuals Are Important

Your content strategy might be on point, but if your website is dull and drab, visitors will simply click away. Yes, even business customers. Browsers form an opinion of your website within 0.05 of a second, highlighting how important your design and the overall feel of the website are. All visuals must be in line with your brand. That means consistent company logos, a brand package that includes fonts, colors, and styles, and plenty of research into what visuals impact your chosen target audience most positively. Arch Collective offers an exclusive branding package to help you create an impactful brand for your startup, which you can then use to make your website really pop — and prevent visitors from clicking away.

5. Have a Way to Access and Use Business Website Data

One of your business website's best uses is as a generator of pertinent company data. Understanding how many people visit your website, what drives them there, and what content visitors engage with the most helps you adjust your content marketing strategy and understand your target demographics even better. Make sure you have the right digital tools to extract data from your business website and look into business intelligence software that can analyze this data for actionable insights for your whole organization.

Final Word

If you’re already doing these five things with your business website, well done! If not, there’s plenty of support available to help you maximize the effectiveness of your company’s online presence. Book a 15-minute introductory call with a member of our branding and marketing team who will discuss your requirements and, if appropriate, connect you to the right freelancer for your digital marketing needs.

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