Competition for user attention is constantly growing as companies take advantage of new ways to share and market ideas online. While strong search engine optimization helps a site draw in customers, if what visitors find is generic or uninteresting, they're not going to stay. Besides hurting your revenue, bounce rates can damage your SEO.
So how can you make your site memorable and unique, while at the same time engaging potential clients or customers? Ten Forbes Agency Council members share how you can differentiate your website from others' in your field and better engage with prospective clients.
1. Show The World Who You Are Through Creative Bios
Your prospective clients want to know who they will be working with. Get creative when you present employee bios. Tell a story. Link out to a Spotify playlist. List your favorite movie. Break out of the typical headshot for an image with more personality. Show the world what makes you unique.
2. Take A Unique Stand
Craft content that takes a unique stand on a topic that resonates with your intended audience. It does not always have to be controversial but should offer content and information that cannot be found elsewhere. Unique points of view or opinions on important subjects with lots of supporting information tend to have higher viewership and engagement rates. Don’t bait the click: Nurture it.
3. Showcase Likable And Relatable Video
A quick intro video is a great way to immediately differentiate your website. For a time, we had a one-minute stop-motion video on our homepage, and I can’t tell you how many of our colleagues and potential clients commented on it. It gave personality to our brand and made us instantly likable and relatable to potential customers.
4. Provide Insight And Inspiration
Our agency established mantras at the time of our inception. We believed that this would let people understand our values and build a culture of like-minded people. We have found including the monthly mantra on our website to be very effective. Additionally, we have written blog posts to give more insight. Prospective clients have found this inspiring and it makes them want to work with us.
5. Keep Your Website Content Fresh
The best way to engage with prospective clients is to keep your website current. Your website is the ideal place to showcase your most recent and best work, reflecting your creative capabilities and problem-solving skills. If you need a way to be more direct, host a blog with thought pieces from your colleagues on industry issues. Keep that content relevant, too!