Let’s avoid using the word unprecedented. And let’s avoid using beard-rubbing clichés about how the pandemic is changing the world. You already know that things aren’t likely to return to “normal” for quite some time. So, to stop your prospects from giving your website a wide social distance, it is time to react to the pandemic.
Rather than sitting cross-fingered waiting for the maelstrom to abate in the hope that when the storm subsides everything will return to business as usual, use this pandemic as an opportunity for improvement.
It’s a good time to remind your customers and prospects that you are still there for them.
Start with a spot of social-distancing media
Right now, people are guzzling down content like it is going to dry up. All this free time on furlough or staying in on weekends means people are indulging in their social media addictions even more than usual.
Oliver McAteer describes “a 22 percent increase in Instagram campaign impressions” alone. Facebook also reports that the virus is “pushing usage through the roof” according to Nick Statt. This is good news. It means they are already on the internet.
And it means, with the right social media post, they’re just a click away from your website or landing page.
Get creative with your social media.
It is the time to create some consumable content to stand out in a crowded feed. Whether you are creating a special offer, or just something entertaining, use your social media presence to divert people to your website.
Go local with your SEO
The one thing that the Pandemic has done for our way of life, is to shrink the world down to surrounding communities. There is a lot more focus on what (and who) is nearby. People are visiting local shops to top up their resources as opposed to driving out further to big supermarkets for anything less than a big shop.
The age of social distancing has made local businesses more popular, and that might just be the key to getting people to visit your website.
Focus on your local presence. Make sure your SEO and website place the local area front, centre and blaring like a klaxon.
Focus your content on what you can do for the local community. Talk about local landmarks, or people of note and support local fundraising opportunities.
You will be surprised how patriotic people can be to their immediate environment.
Video content is crushing it right now
The thing with being furloughed, is that boredom is a regular visitor. Despite having unlimited access to outdoor exercise and having limited to a friend at a social distance, people are looking to being entertained. And, more frequently than before.
Statista have been taking a look at In-home media consumption due to the coronavirus outbreak. It probably won’t knock you breathless with surprise that video consumption has risen. In fact, through social media and streaming services, all content has been more virulently consumed.
Even before COVID-19 had started closing down countries, we were all suckers for a good video. But our lockdown consumption has accentuated so fully that ignoring the power of video would be folly. If you are looking for a way to make your website attractive and keep people on it, then your secret weapon is video.
And your clients need constant reassurance
The main problem that the pandemic has caused isn’t the fact you have to social distance yourselves from the pub. It has been the language and the guidance given by those we are supposed to place our trust in. The whole thing has been steeped in ambiguity.
We are not quite living from day to day just yet. But we are not far off. With lockdown beginning to be eased, people are looking for the government and the companies they trust to give them the cues they need. At the moment, people might not even think that you will be working.
What you need to do is constantly update your website, and the information you are giving out. Reassure your clients and prospects that you know what you are doing.
Make it easy for them to find out whether you are working.
Make sure it is clear what products and services are available or have changed.
Transparency will win every time.
Perhaps the best thing about being locked down is that we have time to fix, readjust and rebuild. Most industries have reacted admirably to the new parameters set by the pandemic. The problem is, things are set to change again. And then maybe a few more times again before anything begins to resemble settling down.
Staying on top of the way people react to lockdown and social distancing is your job. Keeping up to date with ways that you can improve your website so that it best serves a disillusioned public is imperative.
If there is anything you think we have missed, or if you want to discuss any of the points above, please leave a comment below.