Having a web site can be one of the best ways to promote your business, if done correctly. This Monday Marketing Moment offers 3 things your web site must have in order to succeed. They are simple, yet often ignored tips that could mean the difference between closing a sale and losing business to a competitor.
1. A design consistent with your brand. Your web site should reflect the adjectives you want associated with your business. For example, if your company is known for simplicity, consistency and being professional, then it wouldn’t make sense to have a web site with flashing lights that looks different on every page. I once saw a web page that was all black and white with a photo of the business owner as its only graphic. This entrepreneur noted that he spent so much time tending to the needs of his clients that he only wanted to share the basics on his web site. If potential clients wanted more information, they should contact him. While this may not work for everyone, it was very consistent with his desire to be client-focused.
2. A clear description of your products and services. What exactly does your business do? A site visitor should be able to figure this out by reading your home page or at most by visiting your Products/Services link. This area needs to be written as simply as possible. It is not the time for buzz words or flowery language. If your current business description reads something like this, “XYZ, Inc. provides dynamic lifestyle products and services to those who want to reach the next level of success,” then it’s time for a rewrite. Potential customers won’t know if you’re operating a day spa, running a clothing company, or selling magazine subscriptions. Be clear. Tell customers what you really do.
3. Easy-to-find direct contact information. Picture this: your dream client has just arrived at your web site. This IS your target consumer. Not only did this person read over your clearly written product/service descriptions, but he or she is convinced that you must be contacted today. In fact, if the work goes well, this person would like to be a repeat customer. After scanning your page from top to bottom, this dream client can’t find a way to contact you directly. They found a “Contact Us” page, but there’s only a form there. Who knows how long it’ll take you to reply? Guess what happens next? Dream client leaves your page and likely chooses a competitor with a clearly visible phone number and email address. We live in an age where someone can get a business idea one day and set up an entire web site, Facebook fan page, and PayPal account the next. While this is refreshing for business owners, it also provides a good way for scammers to prey on innocent victims. These days, many people need more than a “Contact Us” form to trust your business. Having a phone number or direct email lends credibility to your company by providing a person behind the screen. It also helps show that you will be accessible for any questions or problems that may arise once you start doing business.
These are just 3 tips to get you started on creating a web site that will not only be visually appealing but also bring you business. If you need help or have questions, contact us via form, email or phone. 🙂