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What Should Your Website Have on it? The 3 Keys to a Successful Site

A photo for a blog about what should be on your website, taught by Jay Ashcroft of four32 Media, a professional videographer, photographer and marketing specialist who works with businesses in barrie, orillia, muskoka and toronto and the rest of North America

There are instances where businesses get by just fine without a website. One I know of in particular is a wedding videographer who strictly puts his videos on YouTube. No site. No other online portfolio than just his YouTube videos.


His YouTube has his email in the description, and that’s it.


And yes, he is wildly successful.


But for the rest of us, there are websites.


Your website is the landing page for everything that is you. It’s your online sales pitch, and it should be thorough, yet neat, tidy and sophisticated.


It should be easy to understand and navigate, and it should lead each visitor through a series of explorations before they inevitably do one of two things: a) make initial contact with you or b) purchase something.


Now, whether you’re maintaining your website yourself or you have a company doing it for you, there are 3 keys to a successful site. So what should it possess?


Let’s dive in.


Your website should have a perfect blend of photos, videos and words.


I know that this sounds overly simplified – and I suppose in a way it is – however I want to go over what each of these ingredients does for you and your brand, and why you shouldn’t skimp out on any of them.


Let’s start with videos. I would argue that video is still overlooked on most websites. Yeah, sure – maybe you have some old and outdated video from when you first built the site. It’s alright, but does it even serve the purpose you’re wanting it to?


Videos can be used throughout your site to help the visitor immerse themselves in your products or services. You can have a brand awareness video on your homepage, to help a site visitor get the best idea possible of who you are and what you do.


You could then have specific videos on your products and services page, going over your process or the specific details about your products that make you special and unique.


On your contact us page, you could have some testimonial videos going over the special experiences that past clients have had with you.


This list goes on and on and videos aren’t limited to the examples I’ve spoken about – but you get the idea. Use video on your website. It’ll make the user experience a lot more enjoyable and thorough.


Next up we have photos. High quality photography is a great way to fill the space out on your site, and to give it a professional and highly customized flare. Use photos in the headers of each page.


A good example of this is to have a group shot of your team at the top of the about us page. Or to have a photo of what you do on the products and services page.


Photography can be used on the team page even further, incorporating more group shots and individual headshots – to help the site viewer gain that human feel they’re looking for.


Use photography generously, and let the imagery play off of the words that you’re using – which leads us to our next key ingredient on a successful website – great writing.


All sites have writing on them – but is it good writing?


There’s been this trend for maybe a decade and a half here, where everyone was trying to be a little bit too corporate and cheese ball-esque. Just be yourself.


We’re right in the middle of a massive shift now where people don’t want to be swindled and swooned. We aren’t falling for the corporate and salesy approach anymore, so just don’t do it.


This is the information age. Coming from a corporate sales perspective is an after effect of the industrial revolution. But we’re no longer in that age anymore.


People don’t need to go to the pros for the information anymore, now they can get it themselves on the internet. So give it to them straight!


What do you do? How do you do it? And what’s the difference between you and other folks in your industry?


The writing on your website should mirror the way that you speak, and it can be used in tandem with the photos and videos on your site to sculpt a transparent story about your business.


Use headings, subheadings and body text. Don’t be too wordy, but also don’t be shy. Get your point across in as little copy as possible, but don’t skip over the good parts. A lot of people love reading – and by blending all 3 of these methods of information exchange, you’ll be able to hit everyone’s learning style.


A website should be confident, yet humble – and thorough yet straight to the point. Trust your gut, look at other sites you love and use them as inspiration. Steal like an artist, and repurpose ideas that make you feel good.


If you need a hand with any of this at all – even if you just have a question or two – please feel free to reach out. I’m always happy to help.


To Your Success,

Jay Ashcroft

four32 MEDIA  


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