A sleek build: SME websites should be eye-catching and simple to use. Photograph: Barry Lewis/Corbis
We are all aware of the virtues of social media and how a successful
Twitter account or Facebook page can boost sales, create contacts and
drive in traffic. However, if those carefully crafted tweets and
statuses lead customers to a confusing and badly designed website then
all the effort put into promotion will be fruitless.
Without sounding too obvious, a great website is essential to a
successful business. A functional website that reflects your business
ethos is your best sales tool and a bad website can damage reputation
and sales.
"With around 36 million Brits being online every day and 48% of people
starting any sort of search for a product or service online, it's almost
at a stage that you can't afford to not be online," says Lynsey Sweales
CEO of SocialB, a online marketing and social media business.
Where to start?
Before you begin building your website you should have a clear idea of
exactly what you want and how you want to create it. Vanessa Austin
Locke, partner of Austin & Locke,
has just been through the process of creating a website. The company
specialise in creating brand association strategies and come up with
ideas that boost reputation, influence decision-makers and generate
content.
Austin Locke chose to use a designer and said she was looking for "a
combination of technical ability and creative vision". "A strong sense
of aesthetic was most important to us," she added. She aimed for
simplicity with impact when it came to the design of her website.
"Simple and easy to use yet still engaging in a graceful way that's not
intrusive. We're all constantly advertised to, and it's irritating. We
designed it with the client's comfort in mind."
Website designer or hosting platform?
Creating a website does not have to deplete your savings; there are
myriad of hosting platforms such as WordPress, which allow you to
develop functional and aesthetic websites. "If you know how to use
WordPress already then don't make things harder and more expensive for
yourself by using a new designer or building a CMS," says Austin Locke.
She continues: "If not, invest in a web designer but be careful, there
are a lot of cowboys out there. We were quoted some absurd prices and
had a terrible first experience with a 'designer' with a lot of
technical ability to build a website but no aptitude for aesthetics or
design."
When deciding how to build your website, Sweales believes it doesn't
have to cost a fortune. "With the likes of WordPress there are some
great templates you can use, but if you want something a little more
bespoke then look for a website designer. But stress that you want to be
able to update the website once it's up and running, you must maintain
that flexibility."
The design
The creative aspect of designing your website can be the most enjoyable
part, but it is paramount you get it right and your online appearance
reflects the essence of your business.
Digital designer Maria Withers,
who designed the Austin & Locke website, believes that design
trends are temporary but keeping up-to-date with them is essential when
devising a website.
"Your design should focus around your user's needs, if a website isn't
aesthetically pleasing or intuitive your website can become redundant
and users will bounce from your web page.
"Content is key to your website. The heaviness of imagery on a website
completely depends on what message you want your website to convey.
Images should be relevant to your product or company so as not to
confuse a user."
When sourcing images SMEs can try image libraries such assignelements.com or ingimage.com - or team up with students as Austin Locke did for the Austin & Locke website.
"We shot our own and my advice is almost always to get creative, it's
fun and you'll learn some new skills while retaining creative control.
Find some up and coming photography or videography students or young
pros, and they might be able to give you a good price on some original
imagery as well as some priceless ideas."
A few strong, key images that succinctly express the nature of your
company, are more effective than many badly sourced images. "Attention
spans are short online and one image can communicate 1,000 words," says
Austin Locke.
How to boost sales
Managing your website correctly can boost sales and SEO and social media
play a key role in driving potential customers to your site.
"You can make money from a website in a number of ways. You could set up
Google Adsense, which will show Google ads on your website," says
Sweales. "Or you could accept banner ads on your website; this is more
time consuming and both can distract from your core objective. If you
have a website that markets your business, I wouldn't be swayed to
accept ads if it affects business branding. It's worth setting up your
business on Google Places for free as well as key directory sites like
Yelp and Yell as they can help in the interim," says Sweales.
"If you do create a website a must is setting up your Google Analytics.
This tells you how many website visits you get, where they come from and
where your enquiries or sales come from. Setting up a website without
it is like throwing your money away as you can't measure any marketing
you are doing."
Avoid creating a bad website
Building an attractive website isn't enough to entice visitors; it has
to be user friendly, easy to navigate and ensure customers return.
"A bad website consists of irrelevant content, which doesn't represent
the product or business you are advertising. A website that isn't
intuitive or doesn't answer a user's questions when they are on your
website indicates that your website isn't useful and a user won't stick
around. SEO should also be ensured in order to drive traffic to your
site and have high rankings in search engines," says Withers.
Austin Locke believes static content is one the worst website offences
and companies should "keep it fresh and flowing, a website is like a
room… it needs airing".
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