Is your website doing more harm than good?

Company websites are common place, and it is actually quite rare to find that a business does not have an online presence

. But, just because we all have one, does it mean that all websites are doing a good job, or could they be doing more harm than good when it comes to putting the best online foot forward to potential customers? Websites serve many purposes depending on your business. They inform customers of your products and services, they provide free information, they sell directly to customers, they provide two-way communication opportunities, they encourage action, they enable debate and showcase your creativity. There are endless website options in terms of style and content, but unfortunately there are many websites that just dont do justice to a business and could even be turning customers off from doing business with that company. I would like to use an analogy between your workplace and your website. Imagine your home page is the front entrance to your business. Does it clearly identify your business with your corporate colours your logo and quickly tell customers about your company? Imagine the words on your website are your staff members that speak to your customers on the phone or in person. Are they informative, clear and able to convey messages accurately and without error? Can your customers navigate easily to find the information they are seeking? Is your website clean and free of clutter? Is the information up to date or are there large gaps which you just havent gotten around to finishing? For many consumers, websites are the first port of call in their research, and can often be a deciding factor when it comes to choosing to use your services. Imagine you wanted to engage the services of a new solicitor, but when you arrived at the building it was rundown and untidy, and the receptionist couldnt speak coherently. When you walked inside, you had to step over boxes just to reach the office and you got lost walking through endless corridors trying to find the professional you have come to see. The signs on the door are incorrect and look something like /index.php/site/a/47/2/12655! Once you finally get there, the solicitor cannot provide you with information and, to make matters worse, you cant find your way back to the front door. If this sounds like your workplace, then you need to tidy up and hire new staff! But if this if your website, then you could be jeopardising sales opportunities and doing damage to your reputation and brand. Unless your requirement is for a static website providing an online brochure, websites should be considered a vital part of your broader marketing strategy. They should be designed with marketing objectives in mind and optimised for your target audiences. Take a really hard look at your website, try to imagine what it may look like through the eyes of your customers, and seek professional assistance if you think your website could be doing more harm than good.

Is your website doing more harm than good?

By: Maria Morton

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