Once you have the appearance of the site sorted out, a top quality website is also very easy to navigate. You should have a menu down one side which gives the visitor options on where to visit. They should simply be able to find what they’re looking for, click the link, and be taken to that page, without having to search too much for it. Links should also always work, and never be broken, because this is a source of frustration for customers.
Next up is how often it is updated. You should update your site regularly, and if you have a blog on the website (highly recommended), then this should be updated at least weekly. You should also try and update your front page a little too, perhaps taking into account the season – if Halloween is coming up, try and tie that in, if Christmas is around the corner, make your front page reflect that.
In order to push your site further to the top of the rankings and tie in with Search Engine Optimisation (SEO), there should also be links to your social media sites, so Facebook, Twitter, Instagram, for example. This is a good word of mouth way to generate more traffic.
Basically, if a site looks bad, is hard to use, the links don’t work, and it is very rarely updated, a visitor will only go there once, and from that point onwards they won’t head back. You might think that this is just a website, it doesn’t reflect the ethos of the company, but that’s where you are wrong. In order to capture customer confidence, you need to show quality in everything you do, and that includes your website – this is your prime, number one marketing too, a way to reach out to millions of people.