“Those who follow the crowd usually get lost in it.” The same goes for websites. Today, anyone with a laptop and internet connection can make a website. This has to lead to the worldwide web being overrun with a lot of sub-par domains. In the rather newly minted cannabis industry, this is also the case.
As many cannabis enthusiasts, experts, and entrepreneurs race to market with various services and products, shoddy looking and acting websites get pasted online. It is estimated that 88 percent of online consumers are less likely to revisit a website after a bad experience. You’ve always heard you only get one shot at a first impression — that statement has never been more true than within the digital space.
As your online home, your website must convey three things to your visitors…
- They are welcomed there.
- You have added value for their visit.
- Your business is unique.
Here are seven tips to keep in mind when designing or re-designing your website. Always remember, your website isn’t about you, it’s about your visitors — serve their needs.
Consumers are highly visual people, which explains why 94 percent of website first impressions are design-related. When creating your cannabis website, this might be off-the-bat the most important element to your online success. Don’t overlook this element. Find a good designer or agency that can deliver eye captivating imagery and layout that will suck visitors into your online ecosystem.
Be SEO Focused
A beautiful website looks nice, but if it isn’t tailored to fit SEO best practices, you’re not going to see a lot of web traffic. It’s like a painter crafting a beautiful piece of art, but hanging it in a private room no one knows about. Most online experiences begin with the search engine, and Google prioritizes websites that follow their most up-to-date recommendations.
Mobile-Friendly is Key
Over half of all online traffic stems from a mobile device. In today’s interconnected society, individuals are constantly linked to the internet via a variety of mobile devices. A website must be optimized for mobile use in the year 2020. There is no quicker way to lose a website visitor than having a website that can’t properly compute via a smartphone or tablet. If your website can’t provide a good mobile experience, then it might be better off not having a website until that possibility can become a reality.
Visible CTAs Are Necessary
Surprisingly, roughly 70 percent of small businesses lack a call-to-action on their homepage. These call outs, however simple, are critical to a website being successful. Consumers need directional ques for next steps in regards to gathering greater information or buying options. Only the most motivated consumers are going to go hunting for the next step in a sales funnel — CTAs fill in the gap.
Create Great Content
If great design is the framework to a website, great content is the body. Content is what drives SEO functionality. Consumers are looking for insight and information regarding your product or service. High-quality content is needed to attract consumers and explain in a captivating and clear message about what the benefits are. If you want your website to sell, crafting unique content is a must.
UX is Important
User experience has become a hot button issue in today’s digital environment. Consumers are asking more of websites. Be more direct, be more informative, be more engaging. Screen time is up among consumers, however, people are quick to bounce from a website or landing page if the experience is lackluster. You website needs to put the visitor in the driver’s seat. Navigation needs to be easy and transparent. Design should be appealing and interactive. Consumers should enjoy browsing your site for more than 10 seconds.
Ensure Security Measures Are Put in Place
Lastly, don’t overlook your security measures. Digital security has never been more important than it is today. With so much sensitive information being entered online, consumers (and yourself) need to know that your data is safely guarded. Don’t use unverified plugins, keep all plugins up-to-date, and follow all WordPress (or any other platform) security guidelines.
Need Help Creating Your Website?
Elevato Marketing is a full-service digital agency specializing in cannabis advertising. With a team of experienced professionals, we are ready to help connect your products and services with the right clients. Contact us to see how together we can benefit your business!