One of the more simple and basic things you should be doing right now is evaluating your website. Website traffic has grown exponentially and for most brands the website is their primary (and perhaps only) selling, promotion and brand awareness tool during this current stay at home order. Even as restrictions begin to ease, it will take some time for customers to interact with brands on a personal level.
You can put this time to good use by ensuring that your website is up-to-date by asking yourself:
- Is your website in alignment with your brand’s overall look and feel? Is it consistent with all other brand touchpoints?
- Does it reflect messaging that is appropriate given heightened sensitivities around social distancing and other guidelines and restrictions that have been put into place?
- Is your imagery relevant? Images of crowds of people or team members shaking hands and not practicing social distancing may be frowned upon.
- Are team members and bios up-to-date?
- Are sponsorships, partnerships, affiliations, awards and social media current?
- Is your website responsive? With over 52% of website traffic being conducted via mobile your website must present your brand in the best possible light whether a customer is viewing it on a laptop, tablet or phone.
More and more customers are turning to your website for information, news and products and services. They want to be assured that you are doing all you can do to make them feel safe in this challenging time. How your company and its products/services are being portrayed can be the deciding factor as to whether or not a customer engages with you or decides to continue on with their search.
