Today’s Webs user example site is sure to brighten up your day. The Australia-based Afrobeat African Drumming Company provides truly original teambuilding and wellness programs, as well as other forms of interactive entertainment. And they offer it all on a colorful, well organized website that is chock-full of social proof and customer-centric content.

There’s a lot to explore on Afrobeat’s website—they offer lots of detailed information about what they do; complete with beautiful imagery that really gives visitors a sense of the company. What really stands out to us about this website, however, is the focus on the customer and their needs.

So often business owners want to tell the world what they do, and what they offer, and they forget to tell potential customers how that would benefit them. It’s important to remember when building content for your website that no matter what you sell, what you really offer is solutions to problems. Your first order of business should be to let people know that they need what you sell, and then tell them why they should choose you to supply it.

Afrobeat does a great job of this in their website section, ‘Why Us.’ There is a page establishing the credibility and experience of their team, as well a page listing their extensive client base. Our favorite page is the ‘Why Drumming?’ page, where they break down the top 20 reasons why African drumming is a great solution to a number of problems.

Throughout the site, they also pepper in testimonials that support their claims and provide social proof of their excellence. Once a visitor is convinced that African drumming is the teambuilding activity for them, they have plenty of testimonials to help convince them that Afrobeat is the company they should choose to work with.

We love this strategy of scattering testimonials throughout your website instead of hiding them all on one page. As web strategist Andy Crestodina of Orbit Media stated in a lecture at this year’s Social Media Marketing World, “nobody is going to testimonials pages – they smell like marketing.” If you want people to see the great things your clients have to say about you, put them on the pages where people spend most of their time! If you’re a Webs user, you can determine this using our Stats tool.

Congratulations to Afrobeat on an effective, attractive website and their strategic use of social proof. Keep focusing on your customers’ needs, and we’re sure you will enjoy continued success!

About the Author: Sarah Matista is the Content Marketing Manager at Webs, where she also manages marketing for Pagemodo – a suite of social media tools. Loves marketing, small businesses, and whales. Get more from Sarah on the Webs Blog, Twitter, and Google+.

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