Research shows that 81 percent of consumers research products and services online before making a purchase. If you want your business to be able to compete for these customers, you need to have a website. And, if you want to stand apart from the competition and position yourself as an authority, you need to focus on website design.
Your website should serve numerous functions for your business, such as increasing brand awareness, generating leads, and turning profits. However, the most crucial role of your website is building trust and authority.
Here are several tips for designing a website that builds authority for your business:
1. The website design needs to be consistent with your branding strategy.
In today's digital world, your website serves as the face of your business. You want your website to accurately reflect your brand's message and personality. Your website needs to be consistent with all other aspects of your branding strategy.
For example, Apple is known for its simplicity and sleek designs. These characteristics are evident upon visiting Apple's website, which features an abundance of white space and eye-catching images of beautifully designed technology. The user experience on the website is intuitive, just like Apple's technology strives to be.
2. You need to offer a lot of value-added content for free.
The key to using your website to build authority is to consistently publish fresh content that adds value to your audience. Incorporate a blog into your website design so you can share your wisdom on a regular basis, and write the occasional e-book to go more in-depth about hot topics. When your visitors perceive your content as high-quality and valuable, they'll continue to return to your website for more of your expertise. Over time, your content will help to position your business as an authority in your industry.
3. The more transparent your website is, the more effective you'll be with building trust.
Some people equate authority and trust as one and the same. However, while having authority ensures your audience that you know what you're talking about, trust ensures that you'll do right by the customer.
Consumers want to know the faces behind your brand, so include images of team members on your website so your visitors can feel like they know you. Write blog posts that share a behind-the-scenes look at your business. Be honest when writing about the state of your industry and challenges that your business is facing. Being transparent with your audience will help them to trust your business and become loyal customers.
There's nothing easy about designing a website that builds authority for your business. However, if you're strategic in your approach to website design, you'll position yourself as the authority in your industry, resulting in increased awareness, more leads, and higher profits.