Some websites work like service stations.
People who stop off pick a safe-looking place to buy fuel and snacks — maybe some beer. They grab what they need and get back on the road.
Then there are websites that are like four-star hotels. People come to stay. They settle in, explore, enjoy the experience of just being there. They tell their friends and come back again and again because they love the personable concierge, luxurious spa and decadent food.
Which place comes closest to describing your website? Is it a basic template where people come primarily to get your contact information? Or is it an aesthetically pleasing, multi-layered hub that gives visitors a thorough experience of your brand?
The latter may seem like a lot of work, but it doesn't have to be. Here are a few things you can do to make your website more inviting.