How to Make Your Website More Engaging

What are the elements of a successful digital marketing campaign? If your small business or organization does not have a measurable, comprehensive marketing communications plan, you cannot know with certainty whether your outreach efforts are cost-effective — or even working. Digital marketing campaigns should be comprehensive and measurable. 

How Can You Become ‘Customer-Committed’?  

A Walker study found that by the end of 2020, customer experience will overtake price and product as the key brand differentiator. A full 86 percent of buyers will pay more for a better customer experience. Key elements of new customer expectations include personalization, ease, and speed. No matter what type of business you are in, improving the experience for customers has proven to increase satisfaction, retention, and revenue. 

If you want customers to have a positive experience, you need to invest in it. But where should you spend your marketing dollars when you have so many options in the digital space? A multipronged approach will have the most impact.

The good news is you can break this down into six key elements: an engaging website, content marketing, social media marketing, search engine optimization, email marketing, and pay-per-click. Let’s take a deeper dive into what it takes to have an engaging website. 

Website Accessibility 

The importance of website accessibility has come to the forefront in 2020, a trend expected to continue in the new year. Due to the COVID-19 pandemic, more people than ever before are relying on the internet and connected devices for work, school, social connections, entertainment, and shopping. Elements of an accessible website include simplified navigation, captioned media, and voice search technology. 

A person uses a screen reader on an accessible website / Photo by Perfecto Capucine on

According to Interactive Accessibility, almost 19 percent of the U.S. population — about 57 million Americans — have a disability. Of this, about 3.3 percent of the population have vision impairment and may rely on a screen reader or magnifier when browsing the web, and another 3.1 percent have hearing impairment. That adds up to over 15 million potential customers with hearing or sight impairments. 

Minimalist Themes and White Space 

Sometimes simpler is better. Minimalist themes offer tidy navigation with plenty of white space to catch the eye of web visitors. White space helps your website’s visitors focus on the content that really matters. It will also ensure a smoother experience for mobile users. Your website theme should look sharp on desktop computers, tablets, and mobile devices.

After launching your website, ask for feedback from customers. What challenges do they have navigating your website? Is it intuitive and user-friendly? Consider a short survey to gauge how customers are using your website and make changes accordingly.

Drive Customers through Social Media 

Social media is a great customer service tool that can also drive customers to your website. It helps you get to know your established customers, expand your customer base, and respond quickly to concerns and complaints. Read more from my recent blog, Three Reasons Your Small Business Should Be on Social Media

My blog has been selected as one of Feedspot’s Top 40 Communications Blogs in 2020. Subscribe today for great content delivered straight to your inbox.

Published by Alissa Paolella

Alissa Paolella is a writer, editor, photographer, social media manager, and marketing communications strategist with over 15 years of experience in the news media, advertising, and health care industries. They have overseen print and digital campaigns for small and large organizations and has served as a communications consultant for numerous nonprofits and universities. In their free time, Alissa enjoys trail-hiking with their camera and almost always has a book (or two) nearby.

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