We’ve spoken before about the ways web audio adds more to your website.

For the most part, web audio works as a promotional tool; grabbing attention and anchoring the user’s interest. You might use it to introduce your business. You might use it to highlight your main products or services in a short burst of information; a summary of what you’re about. You might even use it as another way to say hello.

But more than an effective promotional tool, web audio can be functional, too – a way to direct your visitors to pages and, in turn, to the offers you really want them to see.

Aiding functionality

Design goes a long way, but it’s often said that the best websites are websites that are easy to use. Web audio can make browsing even easier.

If you have a quote form that visitors can fill out, helping you capture information, a web audio script can explain which buttons to press, or where to find it. If you have a site search tool – for specialist products, for instance – you could use web audio to tell visitors to enter keywords in the search box.

Helpful instructions save on frustrations, and allow your visitors to find the right functions in the shortest possible time. This way, web audio can really enhance the ‘experience’ people have on your website – and will come back next time knowing exactly where to look.

A stronger call to action

If you’re in a hurry, there’s nothing more frustrating than struggling to find something you really need. With websites, this is often the case with vital phone numbers or email addresses.

Web audio is another chance to put these details in front of the visitor, making it simpler for existing or potential customers to contact you. A scripted piece of web audio finished with a strong call to action, even if that’s simple directions to an enquiry form, is much more likely to yield a response. For an example of this in action, check out the web audio on Faroncrown PCVu’s website.

Signposting the good stuff

Web audio adds an audible dimension to your brand and online presence. And, in the same way On-Hold Marketing can drive awareness of products or services, web audio can help to channel visitors towards your latest offers, promotions or flagship services.

Combined with attractive imagery and some nifty headlines, you can make services and products really stand out with web audio – and direct people to exactly the things you’re looking to push.

Photo credit: andypowe11@flickr

Won’t you stay a while longer?

A bit of careful fine tuning and your website can soon be receiving vast amounts of traffic. But to really connect with your audience and make sure they become customers and not just empty numbers, you increasingly need more. Whether you’ve got a basic five-page site or an extensive all-singing, all-dancing virtual portal that covers every aspect of your business, right down to your staff’s favourite sandwiches, you’re still going to need to try and engage with visitors to your website from the off.

Online audio branding

Okay, so web audio not only gets your attention — it can hold your interest for longer, direct you to a certain page and also provide essential details that maybe lost by the reader in the About Us text. But in terms of continuity, with website audio you can also reinforce your brand by using the same voice and music as your TV, radio and on-hold marketing; in essence giving a clear sound and identity to your business.

Let me show you around

The best web audio works because it speaks directly to your audience and provides the information they want (or at least tells them where to find it on your website). A professional voiceover reassures visitors your site is reputable and has clear branding. Many of PH Audio’s on-hold and web clients choose web audio to tie-in with their other marketing projects and to help direct browsers around their site, highlighting special offers and the best way to get in touch. Here are just a few links to websites using web audio effectively.

Regal’s Motorsport

Redditch Palace Theatre

The finishing touches

Web audio may be appropriate for welcoming visitors to your homepage or adding a little extra to your key pages. A simple on-off function also allows browsers to use your website discretely and avoid listening to constant repetitions. Audio for your website is not designed to replace the body copy, banners or video on your site, but instead enhances and adds a further dimension, creating a complete audio-visual treat for every user.

This article has lessons for UK Businesses about Google’s recent tweaks to their search engine.
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Listen to the full Web Audio presentation by Richard Wray, Communications Editor for The Guardian.
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