A business website has the potential of reaching millions of potential customers. However, the same opportunity is also available to all your competitors. So, while achieving a high ranking on the search engines will get you part the way there, your website still needs to stand out in some way from competing sites.
For most companies, product differentiation alone will not always win sales. Instead, the whole package needs to be considered, including customer service, brand reputation, and customer experience. And a crucial element of that package is the website that will be many people’s first experience of the brand.
But how do you make a website look more appealing than all the rest? How do you make your website the one that people notice? Here are some pointers on how to make a website stand out in a crowded marketplace.
How to Make a Website Stand Out from the Competition
Research Your Competitors
The first step towards designing a unique website is to find out what your competitors are doing. After all, if you don’t do your research, you could wind up duplicating what someone else has done.
So, take the time to investigate competing websites thoroughly. What have your competitors done that is right, and where could their sites be improved? What tone of voice do they use in their content? And how are they attempting to differentiate themselves?
Once you have a good idea of what your competitors’ sites look like, you can begin designing a website that will stand out. So, consider how you can improve on the look and feel and functionality of competing sites to create something unique.
Get to Know Your Target Audience
Even though you want to create something different, your site must still appeal to your target audience. So, it will help if you know who your potential customers are, their concerns and interests, and the types of websites they frequently visit.
So, create a persona for your typical customer and consider what type of content and web design would appeal to that individual. Are they likely to read long-form content, for example? Or would they be more likely to watch a video? Would a groundbreaking design appeal to your customer base, or would a more traditional layout be more appropriate?
Dare to Be Different
Researching competitor sites may give you some ideas, and there is nothing wrong with that. However, the objective is to be different, so try to avoid the temptation of copying other sites. Instead, take what you like about another website and try to put your spin on the idea.
Other sites may have a winning formula. But that doesn’t mean that their way is the only way. So, don’t be afraid to try to do things differently because you can always test ideas and modify your approach if things don’t work out.
But Don’t Break with Convention
You do need your website to stand out. However, there are certain web design conventions that it would be wise to follow. When people have a question, they will look for the FAQ (frequently asked questions) page. If someone wants to learn more about your company, they will go to the About Us page. So, it is best not to get too creative with naming these standard pages that people will want to find.
It is also generally best to use standard navigation methods on a site. A straightforward dropdown menu at the top of the page might be a bit old hat, for example. But that is what people expect, so why make them hunt around for a menu in a different location?
There are plenty of other ways to make a website stand out. So don’t break with convention merely to be different because it could lead to some users losing their way on the site.
Be Professional Every Step of the Way
Many businesses take shortcuts with their websites. So, one way of taking your website to another level is to ensure that everything looks neat and professional. Don’t settle for a subdomain of wordpress.com or myshopify.com, for example. Instead, invest in a custom domain name for your business website.
It is also best not to use free themes or templates for your site because many other sites will also use them. And customize any themes you use to make your site different from other sites using the same template. Similarly, avoid using free stock photos if you can. Instead, use premium images or have unique photos created for you by a professional.
Finally, on the topic of professionalism, be careful with the quality of your content. Check all the text on your site for grammar and spelling mistakes. And, if you don’t have the skills or time to write the content yourself, it would be best to hire a professional content writer to write the content for you.
Build a Unique Brand
To some extent, all websites look similar. The thing that sets one site apart from another is usually the branding. So, try to create a unique brand for your business and then apply that branding consistently across all platforms, including your website.
Branding includes everything from the logo, color scheme, and fonts all the way through to the brand personality. And good branding becomes associated with the company. So, if you can afford to, it would be well worth using a professional brand strategist or web designer to help you develop your branding. Or at least spend a reasonable amount of time thinking about and designing the branding yourself.
Highlight The USPs
As a result of the competitor research mentioned above, you will have been able to identify what you offer that your competitors do not. These differentiators are your unique proposition (USP) that sets your offering apart from your competition.
When designing a website, it is best to highlight USPs in prominent locations where visitors will spot them as soon as they enter the site. USPs might be product features and benefits. But they could also be service-related.
Don’t Overcomplicate
Try not to overcomplicate your website when trying to make the site unique. Yes, animations, hover effects, and carousels look great, but they mustn’t detract from the brand’s core message. The objective of a business website is to generate leads or sales, not to win a web design award. So, keep it simple, professional, and on-brand, and you can create a website that stands out and meets your business objectives.
Conclusion
Making a website stand out from the competition is as much about quality as it is gimmicks. The crucial uniqueness is the USP of your offering and your branding.
So, research your competitors first to ascertain what they are doing. Then, develop a branded website that highlights your unique selling proposition. And avoid using free themes and stock mages that are likely to have been used on many other sites.
And remember, if you try to build a business website on the cheap, your site will like all the other sites. So, it is well worth hiring a professional web designer to develop your site if you don’t have the skills yourself.
