7 steps to a more engaging website
Stage 3: Sell
Matt Eldridge
4th May 2017
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In this technological age, a company website is often the face of your brand, so it is important that it says and does everything you want it to, attracts the right kind of attention and establishes a trusting relationship between brand and customer. An unprofessional-looking website instantly reflects an unprofessional company, even if this isn’t the case, so here are seven simple steps to making your website more engaging, and ultimately, more successful.


It matters! If there is one good investment you can make in your company, it is a top designer, as their work goes way beyond logos and websites. It is up to the designer to put together a look that consistently reflects the attitudes and values of the brand throughout. A quick site thrown together with a free online tool is usually plain to see, with bad colours and fonts, pixellated photos and poor alignment, and it often strikes the customer as disorganised and unprofessional. A sleek, well-designed look that carries beyond the website and throughout the company in all its facets is a sign of a reliable and strong company that knows what it’s doing. It takes 8 seconds to make a first impression, so make sure it’s a good one.

Mix up the Layout

Another mark of a quickly thrown-together website is identical pages. It is boring and monotonous to have the exact same layout for each page of the site, and can cause all the information on there to blur into one long jumble. Take the time to give full attention to each page of your site and mix it all up, using different colours, fonts and formats. Of course, the input of your designer is crucial here to keep it all from looking to mismatched, and ensuring that the main theme of the company’s design is discernibly running throughout the pages.


Finding a good company is one thing, but customers do not want to feel like one among a mass, they want to feel like your brand cares about them and actually appreciates their custom. Personalisation softwares are becoming more accessible and affordable all the time, so use any of the tricks you can. Welcome messages with the customers’ names are a good place to start, with loyalty rewards and seasonal offers for regulars, and introductory offers for new customers. If shopping carts get abandoned before payment, entice customers back with a discount, and do the same with those looking to close their accounts. If you can greet international customers in their own languages, you’ll look especially good.

Good Content

Research has shown that people read web content differently to that in a newsletter or magazine, and are easily put off by large blocks of text. The most engaging content is to-the-point, useful and easily digestible. Small, succinct chunks of handy information are far more likely to be read by the customer than long, rambling paragraphs, so keep it simple. A key to writing good content is having an established brand voice and message, that can be communicated throughout, constantly assuring customers that they are making the right choice in coming to your company and not a competitor.


As humans, we have always relied on our ability to spot movement. Although it may no longer be the difference between life and death, it can often pick up on more exciting or engaging things among a static landscape. This is where videos can add real power to your website. Movement is engaging in itself, and so is a human voice communicating written content, so small interview videos make a great addition to a company website looking to up its customer base. On top of this, allowing customers a sneak peak inside the company and to meet its people helps to bridge the gap between brand and customer, and give the business a more human quality, even when online.

Navigation and Calls to Action

There are few online experiences more frustrating than trying to find your way through a poorly-navigated website, and forcing customers to run around in circles in search of basic information will send them running into the arms of a more navigable competitor. So ensure that everything a customer could want from your company website is right there at their fingertips, neatly arranged and easy to reach.

A simple, direct call to action is also a very engaging way to format your website. Just tell the customer exactly what they should be up to whilst on your site. Calls to action are not too pushy, but carry on the theme started by your good navigation in that everything a customer could want from the site is being handed to them, without them having to search. It will keep customers engaged with your site for longer.

Device Friendly

Everything is on the move nowadays, and you need your company site to be as accessible to people on the go as it is to people on a computer at home. So make sure that your site is compatible with all sorts of devices, including phones and tablets, and can be reached whatever customers are up to. Not only does this open the floodgates up to maximum customer influx, but casts a positive light on the company, who are obviously concerned with delivering what the customer needs.

Making your website more engaging may sound like a huge transformation that would take a lot of time, money and resources, but in reality it can be achieved in small but significant steps. Making these discrete changes will see your website go from strength to strength, and reach far more customers in the meantime.

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Author: Matt Eldridge
Matt is the owner and head web, design and marketing master of Melt Design. He specialises in delivering results driven websites that combine design, clarity, marketing tools and techniques that translate into sales and subscribers. He has previously worked for Entrepreneurs Circle running Botti Creative and now aims to grow Melt Design into one of the most well respected design, web and marketing agencies in the UK.
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