Every Business Needs a Website, Right?
Of course, we are going to say that, aren’t we? We’ll tell you that you need funky business cards, glossy brochures, a nice prospectus, cool flyers, wicked posters, eye-catching bumper stickers, a shiny new website and some SEO and PPC services thrown in to boot, right?
Well, yes. We do all that. And more. We are Clever Marketing.
But we are not going to advise your business to do everything, especially if, in our experience, we can see it’s not an essential for you. Not every business will need brochures and flyers, posters and stickers.
However, every business needs a website, right?
Cast your mind back 25 years…
It’s 1992. John Major is the British Prime Minister, the Sierra is still Ford’s family car, Diana is going through that rocky patch with Prince Charles and the “rave scene” is in decline as the country’s moral champions tackle the corruption of our youth (despite Mr Blobby riding high in the UK singles chart). The Black Wednesday stock market crash is real, a pint of bitter costs just £1.31, petrol is around 48p per litre and you can still buy a house for around £40,000.
You need a plumber. Where do find one?
Easy – You’ve got a big fat copy of The Yellow Pages or the blue book called the Thomson Local that sit in the cupboard or shelf under your telephone. You look up “P for Plumber” and you browse the ads, both text-only and graphic, for the purveyors of plumbing principles that somehow attract your attention. You ring around, you get quotes and then you decide upon which one meets your criteria. Job done.
Back in 1992 that was the best option you had of finding a business, almost the only one. That local phone book was quite a large volume, whilst today’s tome is a shadow of its former self and there’s a very good reason for that…
We’ve seen online directories come and go. They were once where the Internet saw the future of business being – hard-coded lists of firms in a flat HTML site. But directories are no more. Even the once-mighty DMOZ is dead now.
Yellow Pages and Thomson both migrated from analogue to digital. But ask yourself this – if you want to find a business, what do you do? You “Google it”, right?! Or are you the sort who likes to “Bing and Decide”?
And so, if anyone is going to Google a product or service, where do you think you need to be?
For your business to have any credibility in today’s world, you need to be on the web and you need your own website.
As a business, you will already have an address and a telephone number but those alone don’t work in 2017. Potential customers will be looking to see who you are and what you do as a business. They will want to take a good look at your “shop window” but, without the constraints of High Street opening times, they will step right in and browse. In addition, potential clients can see reviews and case studies, check out your portfolio, read testimonials and get a really good understanding of how and why you are the right business for them.
A phone number and an address don’t do that. A half page ad doesn’t do that.
A web page, however, does ALL of that and more. A LOT more.
You can show off your products, provide information on everything you do, sell goods and services 24 hours a day and even allow interested clients to register for updates and receive your regular email newsletter.
Web addresses are everywhere these days, showing just how significant websites are to businesses in the 21st century. You’ll see www addresses on the side of vans, posters, bus shelters, TV ads, on business cards, even hear them on the radio.
So, if you want to have a business that can provide information and services 24 hours a day, that can collect information from prospects and save enquiries to a database whilst you’re busy or away, then you’ll need to get your website in order.
When it comes to designing or indeed re-designing your website, it’s easy to focus on the aesthetics. However there are a plethora of things to consider before forging ahead with your web design strategy – there’s the domain name, web hosting and technology to take into account with functionality, user experience and mobile friendliness just as important.
Clever Marketing takes a look at what to consider before undertaking a website design.
A domain name should reflect your brand and if it’s easy to spell your website has a higher chance of being discovered in search results too. Ultimately if prospective clients can find your website online, you’re more likely to generate new business.
On the technical side, think about the type of content management system you require. Also, will your website design be media-rich and require regular updates? Think about expertise and resource too, if this is available internally or whether you require a web design agency (Who can also do all your digital marketing too).
Also consider what you need from your hosting partner in the way of technical support, back ups and website security.
The objectives of your website design must align with your audience.
Think about the kind of visitors you want to attract and what makes you stand out from your competitors. Conduct a website review to understand the navigation and design of your competitors’ sites.
Also, note down any ideas and what these companies are doing that’s particularly interesting or innovative. This will help you understand how you compare and what you need to do to make your business website design really stand out.
When a prospective client lands on your website, it’s crucial the information they require is easy to locate. Consider how visitors will interact with your website and what the user journey might be.
How will they get back from each page, can they get home and are social media channels visible?
Keep the structure of your navigation simple and accessible from the top of the page. Remember to include a search box and call to action with contact details.
With more and more users accessing websites from tablets, smartphones and mobile devices, it’s essential your website design is mobile friendly.
Google now penalises websites with low search rankings that are not mobile-friendly too.
With a responsive website design, the content is automatically resized to fit the dimensions of a device. This also ensures you provide visitors with a consistent experience regardless of how they’re accessing your website.
An eye-catching website design that’s user-friendly is most likely to provide a positive user experience. Visitors need to focus on the content without being distracted by unnecessary graphics. Keep it simple by not using too many colours and keep the typeface consistent so it’s easy to read. Think about how you’re going to draw visitors in so they see the most important information.
While you’re considering the design, take into account the content requirements for each page. Credibility goes a long way so be concise and honest about what you do too. Make sure you think about how you can keep the site fresh with new content.
When it comes down to it, your website design must be created with your end user in mind. Consider the budget and resource required before starting a website design project, creating a timeline with realistic deadlines for each stage.
Websites are continually evolving so don’t forget it’s an ongoing process.
Considering a new website build? Get in touch with Clever Marketing today and see how we can help design your website.