In today’s business world, being without a website is a bit like signaling that you don’t want anybody to know about you. Your digital presence is the key tool to developing recognition for your business. A good website is worth the investment in time and money because it is your window to the world.
But it doesn’t just need to be good. It needs to position you within what is likely to be a crowded market, so you need to be creative about how you set it up and then manage it on a longer-term basis. Here are some tips to help you create a superb website that will do justice to your products or services.
Brand development
Developing a brand strategy allows you to focus on your site’s purpose, deciding on its intended audience, thinking through the textual and visual content, and determining the tone of voice.
You should be clear about your target market and how they will interact with your website and it’s essential to research your competitors so you have a strong chance of carving your own niche.
A visual brand identity is another key area for your marketing. Your logos, slogans, images and visual and textual content not only need to be sharp and easy to understand but also ought to work on all digital platforms – computers, tablets and smartphones. Demand for mobile accessibility for websites continues to grow – potential customers want the freedom to access information from wherever they are and with whichever device they choose.
Design elements
If you decide not to hire a specialist web designer – although they’re not necessarily as expensive as you might think – there are plenty of design sites that offer templates for you to customize as you wish. Just consider the amount of time that will take and whether you can factor it into your work schedule.
The way your site looks will often determine if a browser will stay on the site to investigate further. Using stunning images, either photos or videos, can make the difference between enticing a visitor to stay and losing a possible sale. A useful example is uploading Dreamstime Stock Photos to give your site a highly professional, visual approach to your content.
Get the text right
Too often, websites look great visually but are seriously let down by the quality of text. If words are not really your thing, get someone in who knows their way around copy and content writing. Poor spelling, punctuation and grammar can put off more people than you might think. It’s all about the quality and professionalism that you want to put across. Huge chunks of text are a turn-off, so develop your content to be snappy, informative, and where necessary, linked to a FAQs section.
User friendly
This is all about functionality. Your site may look wonderful but if people find it hard to use, they are more likely to click off. Navigation is the key here. You need a clear site structure so your visitors can easily surf through pages and subpages without getting bogged down. An uncomplicated menu and internal links will ease a visitor’s navigation through the site.
You can encourage people through a call to action, such as a free registration service or an email sign-up, or by giving special offers for a limited period to people who have not bought before. Fonts must be reader-friendly and when you are developing your text, you need to consider which colours will work with your site’s background colors. Good contrasts coupled with sufficient white space around text will ensure good readability.
Search engine strategy
This is a complex area and can change rapidly when search engine crawlers change their algorithms. Aim to use keywords on every page of your site that will help drive traffic to you, but be aware that if a search engine thinks you’re sounding too much like an advertisement you’re likely to be ranked down. It’s worth taking some advice from an expert if you’re uncertain.
Social media
Social media is such a powerful tool now that you can’t afford not to have a presence on it. Set up a Facebook page and keep it updated on a regular basis, encouraging visitors to your site to like it with a button. The same goes for Twitter and Instagram, as well as for other social media platforms. Explore what they do and how you can plug into the vast number of people who follow these outlets.
Be creative
Take the time to think through all your options for your business website. It’s better to take the time to get it right, rather than throw up a slipshod piece of work that won’t put you across in a good light.
