If your business doesn’t have a quality website, you’re inevitably missing out on potential clients and potential income.
Mastering your brand online requires a lot more than just having a nice logo and a flashy-looking website. As a matter of fact, your user experience is most likely going to be the deciding factor on whether or not someone chooses you or chooses your competition. Ultimately, if the visitor likes what they see online, you will win them over before you even know about it.
In this digital economy, it’s not enough to just know your customers; you must know them better than anybody else so you can communicate with them where, when and how they are most receptive to your message.
Can Anyone Build A Website?
Yes, if you have a basic understanding of technology. There are numerous site builders with a wide variety of templates available for what may seem to be relatively low cost. These methods may seem like a great deal in the beginning, but at what costs are you saving a few dollars today?
These site builders are like a “one-size fits all” provide very little purpose other than giving you a rather generic online presence. It’s not a “build it and they will come” type of solution to your marketing. You still have to get people there. Your site colors the way you look to the world, it colors your value to consumers and this type of site can actually hurt you in the long run.
Caroline McMillan Portillo, journalist for the Charlotte Observer, wrote an article titled “13 costly website mistakes small businesses make (and what you should do instead)”. She did such a good job at outlining the issues that I wanted to share an excerpt of her article below:
- Burying contact information: The whole point of the website is to be a point of entry for a customer. So don’t hide your phone number and email address at the bottom of one tab. And make that email address a hyperlink.
- Failing to embrace “white space”: White space is the artsy term for the blank area on printed pages, posters and websites. And in a layout, it can be as effective as type (content).
- Online users are overstimulated: if there’s too much vying for a user’s attention on a site, they won’t know where to go for the answer they needed. So simplify the visuals and focus on one or two key images and short paragraphs.
- Dead links: It’s a good idea to log onto your website from a different computer every once in a while, and make sure that there aren’t any links that lead to sites that don’t exist anymore.
- Logos that spin or flash: All experts agree: Lose it now.
- Too many words: People scan websites; they don’t read them. They’re looking for the best content in about the first top-third of what they read.
- In the “About Us” section: You should be able to give a crystal-clear picture of your business in one short paragraph, about four sentences. It’s OK if you need more space to describe complex, industry-specific products or services, she says, but do it strategically in other areas of the site.
- Typos and grammatical errors: This is an easy way to alienate an audience. Have knowledgeable eyes scan your site to check for these potentially costly mistakes. It’s a service worth paying for.
- Failing to focus on search engine optimization (SEO): You could have a beautiful site, but without industry buzz words, you won’t land high on a Google search, Make a list of the top 25 keywords or phrases that define their business and industry. Then build a plan for how to best use those keywords consistently.
- Stale content: If your website is stale, the big question is ‘Is the business still around?’ One way to show fresh content is to maintain a company blog that’s connected to your website. Another would be to connect a feed of your social media updates to your site.
- Outdated calendars: Similarly, if you’re going to post a calendar, update it. If not, nix it.
- A site that doesn’t mirror your company culture: Don’t be afraid to be a little creative if that’s the culture of your business. But if you’re an attorney or run an accounting firm, projecting a playful vibe isn’t your best tactic.
- Failing to mobile-optimize: If you’re not going to develop a mobile app, invest in a site that works the same on mobile devices. Users hate it when tabs disappear at the top, or when they’re forced to scroll left and right on their phone.
- Failing to incorporate social media: If you’re active on social media (and you should be), make sure your social media icons are visible and clickable. It’s called “full-circle marketing” when people can find your website via social media and find your social media presence via your website.
- Being stingy: Buying a domain often costs just $12 to $15, but developing a top-notch website can cost thousands of dollars. But consider web work the same as you consider advertising, experts say. It’s an advertisement of its own. And a well-built website can be a moneymaker.
It takes in-depth knowledge and digital marketing expertise to build a functioning, high performance website. A purposeful site involves implementing customer-focused, cross-channel digital marketing strategies that are aligned with your business goals and objectives. This requires strategic planning and on-going marketing techniques based on your type of business, the user experience, and a well optimized website.
Whether you are looking to build a new website for your startup business (or in need of a rebuilding your website) click the button below to fill out our website inquiry form. We will review it to determine if you are a good fit for our services and get back to you with a recommended proposal. Click below to get started.