When you’re not running an eCommerce store, it’s easy to assume your website doesn’t need much beyond a few service pages, a contact form, and a basic About Us section. Yet small, often-overlooked tweaks can elevate your brand image—and potentially drive more client interest. Below are seven behind-the-scenes adjustments that don’t require advanced technical skills but can have a big impact on your business website’s credibility and user experience.
Microcopy That Delights (Not Just Informs)
What It Is:
“Microcopy” refers to the tiny bits of text scattered across your site—think form labels, error messages, tooltips, or the “Submit” button on contact forms.
Why It Matters:
- A dash of personality in form messages (e.g., “We’d love to hear from you!”) or a friendly 404 page (“Oops! Let’s get you back on track.”) can humanize your brand.
- Error messages that guide users on how to fix the issue (rather than just saying “Error!”) reduce frustration.
Easy Implementation:
- Review your forms and error pages. Replace generic text with brief, brand-aligned language.
- Keep it conversational—imagine you’re talking to a friend, not a faceless user.
“Snack-Sized” Team Bios
What It Is:
Forget the old-school “corporate” bios or the laundry list of qualifications. Instead, offer short, approachable profiles or mini stories about your team.
Why It Matters:
- Authentic, human-centered bios can build trust—especially for service providers or consultants.
- Potential clients want to connect with the people behind the brand, not just a nameless business.
Easy Implementation:
- Add a photo and two to three lines about each team member, focusing on their passions, unique skills, or a fun personal tidbit.
- Make sure these bios reflect your brand tone (e.g., humorous, friendly, or ultra-professional).
High-Level Accessibility Wins
What It Is:
Basic accessibility tweaks ensure your site is usable by as many people as possible—visually, physically, or cognitively challenged users included.
Why It Matters:
- Accessibility is a legal and ethical consideration.
- It also improves user experience for everyone, boosting brand perception.
Easy Implementation:
- Color Contrast: Ensure text is easily readable against your background. A tool like Contrast Checker (by WebAIM) can help.
- Descriptive Links: Replace “Click Here” with descriptive link text (“Download Our Free Guide”).
- Keyboard Navigation: Make sure users can tab through forms and menu items without issues.
Favicon & Branded Browser Tab Elements
What It Is:
A favicon is the tiny icon that appears in the browser tab and bookmarks for your site. Many businesses either forget it or stick with a generic one.
Why It Matters:
- It’s a subtle but constant reminder of your brand.
- It looks polished and helps your site stand out among multiple open tabs.
Easy Implementation:
- Create or resize your logo into a 16×16 or 32×32 pixel image.
- Upload it via your site’s backend (most platforms, including WordPress, have a “Site Icon” or “Favicon” setting in the customizer).
Fresh and Targeted “Thank You” Pages
What It Is:
Rather than sending people to the same generic “Thank You” page after they submit a contact form, customize that page to deepen engagement.
Why It Matters:
- It’s a prime moment of user interest—if someone contacted you, they’re already open to more information.
- You can prompt additional actions (e.g., “Download our Whitepaper,” “Follow us on LinkedIn,” or “Book a free consultation call”).
Easy Implementation:
- Create a dedicated “Thank You” page in your CMS.
- Include a short video greeting or a link to related resources so people stay engaged.
Strategically Placed Testimonials
What It Is:
Showcasing client success stories or quotes in high-visibility areas—beyond just a single “Testimonials” page.
Why It Matters:
- Social proof is one of the strongest psychological drivers of trust.
- Having “happy customer” blurbs right where someone is deciding whether to contact you can tip the scale.
Easy Implementation:
- Embed testimonials near contact forms, at the end of service pages, or within your homepage.
- Keep them concise, highlight specific results, and include a real name or company for authenticity.
Lightly Personalized Live Chat
What It Is:
A simple live chat widget (even if staffed only during business hours) that addresses visitors by name and offers a real conversation.
Why It Matters:
- Many potential clients have quick questions or want a human touch before committing.
- A “personal greeting” feature can capture more leads who might otherwise bounce.
Easy Implementation:
- Choose a user-friendly chat service (e.g., Tidio, LiveChat, or Crisp).
- Customize greeting messages: “Hi there, have a question about our services? We’re here to help!”
Putting It All Together
These 7 under-the-radar tweaks might seem small, but each contributes to a better, more personable experience for your visitors. By paying attention to the details—like microcopy, team bios, and accessibility—you’ll enhance your brand’s credibility and make it easier for potential clients to connect with you.
Remember: Even though these aren’t massive overhauls, they can collectively boost trust, reduce user friction, and ultimately help you stand out in a crowded digital space.
How Green Wire Media Helps You Shine
At Green Wire Media, we’ve spent years fine-tuning the art of brand-driven website enhancements. From microcopy audits to quick turnaround accessibility fixes, we can help you:
- Humanize Your Content – Ensure every word on your site reflects your brand’s tone and personality.
- Streamline User Experience – Identify and remove navigational pitfalls or design oversights.
- Customize Key Touchpoints – Transform “Thank You” pages and testimonials into lead-generating assets.
- Stay Current – Provide ongoing support so your site never feels outdated.
Ready to Elevate Your Business Website?
Contact Green Wire Media and discover how a handful of small changes can make a massive impact on your brand credibility and client engagement.
