In this guest post from the Digital Marketing experts at WickedWeb, Nicole Abrahams gives expert advice on how to create web designs that will engage your target market on an emotional level.
If you want to build an online presence that is a truly effective marketing tool, you need to engage with your target audience on an emotional level. Whilst logic is important when creating advertisements and content for your site, emotions should not be neglected. If you are unable to appeal to people emotionally as well as logically, you will never develop the kind of brand awareness and loyalty that is behind every really successful company. Below, I take a look at some of the easiest ways to optimise emotional engagement in your website design.
1. Build Trust
You need to make sure that potential customers regard your brand as one that they can trust and your company as an organisation on which they can rely at all times if you want to maximise the turnover generated from your online presence. One of the most effective ways to do this for firms that are relatively unknown is to advertise on the sites of companies that are perceived to be trustworthy in the eyes of consumers. In this way, your brand will be associated with these organisations and the trust they enjoy will be extended to your firm.
2. Draw Visitors In
Create a web design that is visually engaging and naturally draws the eyes of visitors to the most important sections of your site. Some companies use eye tracking technology to test various designs before they settle on a final layout for their corporate site and this is an excellent idea if you can afford it. Alternatively, you can collect statistics for page views on your site and examine them to see where people are going after they land on your homepage. A layout that flows and makes it easy for visitors to find the information they are looking for on your website will encourage people to explore the whole site, which in turn will make them feel more positive about your company and the products or services that it sells.
3. Encourage Commitment
Visitors that browse a few pages on your site and then quickly leave are unlikely to feel any great attachment to your brand and are therefore equally unlikely to return. On the other hand, visitors that sign up for a free newsletter, enter a competition on your website or discuss matters with your company representatives on a social media site will feel much more committed to your brand. You can encourage this behaviour by offering enticements to those people who make some form of commitment, such as entering the emails of those people who sign up for a newsletter into a monthly prize draw. It is important to avoid spamming those who submit their email though, which is something that you should always bear in mind if you are thinking about putting together an email marketing campaign.
4. Build Community Spirit
Include space on your website where loyal customers and other interested parties can chat with each other, exchange views on your products and talk about anything that affects their lives on a daily basis. This is an excellent technique to encourage a strong emotional investment in your brand but you will need to attract plenty of visitors to your site in the first place for it to be a viable option for your company to explore. A search engine optimization agency can help to increase the visibility of your site, and therefore the amount of traffic that it enjoys, so you may want to consider hiring the services of a reputable firm to get your online campaign off to a good start.
5. Spread the Word
The final stage of emotional engagement, and the one that most companies prize above all others, is when existing customers are so attached to the brand in question that they feel strongly motivated to recommend it to their friends and family. You can encourage this level of commitment by providing social platforms where satisfied customers can interact with those who have yet to buy anything from your company, as mentioned earlier, and by reinforcing your brand image on every page of your site. The advertisements and copy on SERPs that attract visitors to your website in the first place should be studied carefully so that you can replicate the tone and content on every page. In this way, you can reinforce your message with visitors and convince them that your organisation stands behind its advertising claims, which in turn will encourage them to recommend your products to others.
Beautiful websites with simple navigation and compelling messages encourage an emotional response from visitors that can be very valuable when it comes to increasing market share and profits. By adding social media functionality and associating your brand with trustworthy organisations, you can create an online presence that truly engages both existing and potential customers, and maximises emotional commitment.
About the author
Nicole Abrahams a professional copywriter for WickedWeb, an agency specialising in digital marketing. They also have services in web design and building to cater to a client's specific needs.