Today’s consumers are internet-savvy. Many prefer the web rather than the telephone, especially in the early stages of shopping, when they want to compare prices and get more information. An increasing percentage of shoppers prefer to do all or most of their shopping online, avoiding stores when they can.
Thus, a lack of web presence can really damage a new business’s prospects, cutting out a significant proportion of a potential client base. Additionally, the web offers the small business owner the best opportunity to compete head to head with larger corporations. A well-designed, professional website instills trust in the company. A website also allows the business owner to handle more customers with fewer employees by automating a significant portion of the ordering process.
The content for your website depends on your type of business and to some degree the types of keywords you want to rank for that you discover through software like MicroNicheFinder If you offer a service, the website should present your portfolio. A portfolio should highlight the very best of your work. If you offer a product, photos of that product should be available. In either case, photo quality should be high, and images clear.
A well-crafted website tells a story, much like any other form of advertisement. It should present your company’s product or service, give some information about your company, and tell the customer how to go about ordering your product. Websites that are not logically laid out, or are difficult to navigate, lose customers quickly. Remember that your website is your first, and in some cases your only contact with your customer. Therefore, it should be welcoming and friendly, just as you expect your employees to be.
Colors, font, and spacing all play a role in determining the “feel” of the site. Take your time in designing the site, and be sure that you are clear on the message you want to send. Your website must include contact information for the company.
Your company email address and phone number are essential, and a physical mailing address is highly recommended. Putting your personal information out into cyberspace is never a good idea, so it is best to obtain a PO Box or other outside mailing address. Other information is often included on a website, depending on your company’s line of business. References or testimonials should be included, if available. A description of your experience is especially important when offering a service. Coupons or promotional offers may also be listed. Any affiliations or professional memberships should be listed, as should any certifications you may hold.
Most website hosting companies offer the option to design your own site from a variety of pre-designed templates. These templates, while lacking in advanced functionality, will suffice for most small businesses. If you are reasonably comfortable with computers and layouts, this method best balances costs and benefits. If you need advanced functionality and are familiar with HTML, Java, Flash, and so forth, you may prefer to design your own site from scratch. Alternatively, web design professionals will utilize your information to design the site for you. Keep in mind that hiring a professional is the most expensive option.
A website is practically required for a successful business in today’s market. Your site can be large and fully navigable, or small with a simple list of information and photos. The design is entirely your choice, governed only by your wishes and budget.