subject: The Truth About Websites [print this page] The Truth About Websites The Truth About Websites
June 28, 2010
The Truth About Websites
I understand that the website design and development process can be overwhelming, especially if you are not computer savvy. Navigating the maze of treasures and pitfalls is confusing and can lead to frustration. Here is some good advice to follow to ensure a smooth process.
A website does not have to be gigantic to be effective.
Don't worry about how many pages should be in your site, but rather the message you want to get across to your existing and future customers. In some cases, this can be done with a single page. The most important information to include is who you are, what you do, and how you can be reached.
Less is more when developing website content. Your site visitors are just as busy as you, and may not wish to spend the time scanning pages of text to find the information they need. Be succinct. Boil down the content into a neatly presented, bulleted list and move the supporting documentation to secondary site pages. This way, your ideas are clearly executed and additional information is still made available.
Hire a designer.
A website is only successful if properly planned and mapped out. It may seem easy, but it is actually a highly detailed project. Today, there are so many DIY website companies that clients are creating their own sites. While I applaud the effort, so many critical steps are overlooked that the site can do more harm than good.
While it is true that a web presence is crucial in business, consulting a professional designer and developer is equally vital. A professional will perform the necessary tasks that will make your website a valuable tool in promoting your business. For example, solid market research is an important first step in the construction of any good website. How would you propose to compete in your industry without insight into what and how your competitors are doing? Professional sports teams will study and analyze another teams performance before competing against them. The same holds true in business. A worthy professional will also inform you of the effects of color selection in your market. Research shows us that the color scheme of a website dramatically and directly affects the success. Do you know what red represents to Americans? What about to Asians? Do you know that one shade of blue suggests trustworthiness while a lighter shade implies weakness? Poorly executed, and your site can have just as much negative impact as positive.
Do not put style above substance.
A website must be attractive and neat, but more importantly, should service your customers to the best of its ability. It is the service, not the graphics that keeps visitors coming back again and again. Consumers visit your website to gain information about products and services. Give them what they want and they will be back. Tell them what you offer, how to get it, and how much it will cost.
Recent polling data tells us that companies that list prices on their website have a higher rate of visitor to buyer conversions. Those that don't list prices have a higher bounce rate, meaning the visitor leaves the site and moves on to the next. I am aware that many businesses must gather information from the potential customer in order to provide a quote. Other businesses use the personal touch to close the deal. In both instances, my advice is to furnish the price information anyway. Even if you can't give an exact quote, a price range will just as effective, and your visitors will be appreciative of the information.
Now that you have fully disclosed your products and services, more attention may be paid to the style of your site. It is great to work in an esthetically pleasing space, but it can be difficult to avoid the pitfalls of flash. More and more, consumers are searching for their needs on mobile devices, such as smart phones. While a site containing flash can be interesting or even fun for your visitor, it is not supported by many of these new technologies. In short, flash will leave you dead in the water. My advice is to think long and hard before integrating flash into your website.
Be your own biggest promoter.
It is not necessary to pay for costly marketing services from over-priced agencies to boost the visibility of your website. Lower cost alternatives to your marketing needs are available and will promote your site for a fraction of the price. There are a few simple things you can do yourself to promote your site, like adding your new site address to your letterhead, business cards, and brochures. A simple press release will add awareness to your site, and costs nothing but time.
However, just like with the design and development of your website, consulting a professional marketing firm is critical to the health of your website. Making a mistake can have backsliding effects and may even drop your rankings with the major search engines. At the very least, you should obtain a consultation and pay for the development of a marketing plan. You may probably know how to do some of the items on the plan yourself, and you may choose to omit those tasks that fall under the category of suggested rather than a key requirement. Be upfront about your marketing budget, even if you only have $100 to spend. It will empower the marketing professional to guide you to the best results.
You know the ins and outs of your business. If you rely on the professionals in the web services industry, you will strike gold.
