Developing a successful website for your organization is much more than simply choosing the perfect domain name and pictures. If you’re a small business owner, your website is the representation of your company, and it’s an integral part of your marketing and branding.
Potential customers visit your site specifically for its content. Appearance and usability are critical to its success and how those users view your company. If your website functions poorly or isn’t appealing, it could hurt more than help your business.
Keep your Website Simple
No one has the time or interest to sift through your website to find information. If your website doesn’t load quickly in a visitor’s browser or mobile device, don’t expect them to wait or even return to your site. Make sure your site design is direct and simple in both information and visual elements.
Set your business apart from your competitors
What makes your organization unique? Your site may be your first opportunity to convince your customer that you want and deserve their business. Develop your message thoughtfully. This is not the time to recycle images from 5 years ago. Make sure to have a clear call to action. If you aren’t leading users to commit to an action (buy a product, contact you or subscribe, for example), then you are losing them.
Avoid including everything but the kitchen sink
Deliver succinct information on every page. You have approximately three seconds to communicate your message before visitors click away. Respect your visitor’s time by offering simple, easy to use navigation and relevant information and imagery.
Your site is live, now what?
You need to drive traffic to your website. Fortunately, you have several options and some may work for your business better than others. Some options: Advertise on sites like Google or Facebook, or publish comments and share your expertise through a Blog. Send emails, newsletters, join affiliate programs, or partner with other sites and businesses to find traffic-sharing opportunities. Traffic to your site doesn’t happen overnight and will take effort. It is important to monitor where your traffic is coming from so that you can adjust if required.
People visit your website for its content, and how that is designed and structured is a huge factor in its success or failure.