Should You Showcase Awards on Your Website?
We’ve all seen website that showcase awards and accolades. In fact, this happens all the time. When browsing a website, you might glimpse a little button that says, “Top 100 Websites Award” or something to that affect. Many industries online have their equivalent, and to be sure, it is a nice honor to be selected.
However, there is a downside, too. Even though being selected for an award like that is no doubt great for your brand, it is important to make sure you handle this in the best way possible for your brand. It may not always be a good idea to showcase the award heavily on your website. Here’s more information:
People Might Click Away
We all know that attracting people to your website is the first step. Once they arrive, you want them to stay on your website as long as possible. The longer they stay, the more likely it will be that they will end up taking action while on the site–whether they fill out a contact form, sign up for your newsletter, call you, make a purchase, et cetera.
The key here is that the ideal situation is people stay on the website as long as possible. This means that you really don’t want to give the an opportunity to click away from your site. Yet, if you post information about an award that you won, that is exactly what might happen.
When people see the “Top 100 Websites” button, they might be curious and click away, and this might have been before they took action. Once they leave, you may never get them back again. While winning an award is a good thing, it does not help your brand if people aren’t staying on your website long enough.
Giving People Exposure to Another Brand
What happens after they click off your website to view the accolade? Well, even though you might be on the list of Top 100 Websites, there are 99 other websites on that list that people will see. Now, you are in competition with each of these website on the list.
It is a natural fact that people make multiple clicks online. Once they arrive at the page where the award is listed, chances are pretty good that people will click on the other websites and not return to yours. This will expose them to other brands. By the time all this is over, you may have lost them for good.
Even if they do eventually return to your website, or you do manage to have a sales call with them, or send them your newsletter (because they reached out while they were on your site), now they have the other brands at the tops of their minds, which could be swaying them away from your product or service.
In the end, it probably would have been better if they didn’t see that you were an award recipient in the first place. While it is certainly an honor to have been selected, there are long term repercussions that could occur that you may not have realized.
Categorized in: Digital Marketing
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