Website Strategies for Capitalizing on the Buy Canadian Trend
Your website is often the first interaction a potential customer has with your business. It's your virtual storefront, your brand ambassador, and a crucial tool for driving sales and growth. This is especially true given the growing "buy Canadian" movement, where consumers are actively seeking out and supporting Canadian businesses. A well-designed, high-performing website can be a powerful asset in attracting these customers, showcasing your business's Canadian identity, and providing the seamless online experience they expect.
We have the privilege of working with amazing brands across Canada, building websites and implementing digital marketing strategies that help them connect better with their target audiences, wherever they happen to reside. Here are some strategies for building (or rebuilding) a website that can help set your Canadian business up for success.
While there's no single "Canadian" aesthetic, it's essential to consider how your website's design and content reflect your company's unique Canadian identity. This is less about adhering to stereotypes and more about authenticity. If your company's roots are firmly planted in the Prairies, let that influence your visual storytelling. If you're a tech startup from Vancouver, your design might be cutting-edge and modern.
Ultimately, the goal is to create a website that feels genuine and connects with your target audience on a deeper level. This can be achieved through:
Authentic Imagery: Use high-quality images and videos that showcase your Canadian team, locations, or products. If you manufacture your goods in Canada, show that process!
Compelling Storytelling: Share your company's story, highlighting your Canadian heritage, values, and contributions.
Clear Communication: Use language that is clear, concise, and appropriate for your target audience, considering regional differences and linguistic preferences where appropriate.
Creating an accessible and inclusive website is not only ethically important but also a smart business decision. In Canada, accessibility standards are increasingly important, and businesses are expected to cater to individuals with disabilities. (For example, the Accessibility for Ontarians with Disabilities Act (AODA) sets out accessibility standards for organizations in Ontario.) You can learn more about website accessibility and check your website accessibility score here, but below are some tips to help you get started.
Web Content Accessibility Guidelines (WCAG): Adhering to WCAG guidelines ensures that your website is usable by people with a wide range of abilities.
Multilingual Support: Offering content in both English and French is essential for reaching a broader Canadian audience and demonstrating inclusivity. There are other languages you could consider, as well, to further reach consumers with different language sets living in Canada.
Assistive Technology Compatibility: Ensuring your website is compatible with assistive technologies like screen readers can be an important step in improving accessibility.
Your website is not a "set it and forget it" project. It requires ongoing management and updates to remain effective in attracting and engaging customers. This is especially important in the context of the "buy Canadian" movement, as consumer preferences and trends can evolve rapidly.
Focus on regularly updating your website content to align with Canadian campaigns, initiatives, or events that are relevant to you (or that you choose to support). Featuring special promotions or offers related to any Canadian-made products or services you offer is another great idea, as is showcasing testimonials or stories from satisfied Canadian customers. And you could always highlight new partnerships or collaborations with other Canadian businesses.
Your website is a powerful tool for connecting with Canadian consumers and capitalizing on the "buy Canadian" trend. By focusing on Canadian-centric design, prioritizing accessibility, and utilizing timely website updates, you can create a high-performing online presence that drives business growth and builds lasting customer relationships.
Our team of experts is available to help you navigate better connecting with Canadian consumers—just reach out; we'd love to hear from you!
