Don’t Neglect Your Website!

Does your business have an unfinished website?  Have you ever thought about what type of message that might be sending to potential customers?  A website is a direct representation of a company.  It conveys to viewers, who you are, what you do, and why they should choose you over your competition.  If your website looks slapped together, people will assume your business was just slapped together as well. 

Some things to consider when designing a website:  Is there “breathing room”?  Breathing room refers to having enough white space to keep from looking too chaotic or jumbled.  On a similar note, is there a simple color scheme?  Too many colors on one page imparts a sense of disorder.  Choosing a palette of colors that coordinate well with each other, and then sticking to that palette throughout the site, makes a website feel cohesive and unified.  While keeping fonts consistent is a good idea, changing your font size and color, (think two or three different coordinating colors and a couple different sizes), adds interest and focuses attention on key points.  A good website looks clean and simple.  However, don’t confuse simple with bare; content is key of course, but people are less likely to get to your content if they can’t get past bad design.

Another area that begs attention, and one that many people neglect, is the links on a website.  Do they all work?  Or do you receive an error message when clicking on the Services link?  Does your About Us link tell the viewer about your business, or does it come up with mysterious Latin place-holder text?  Does your Contact Us form actually work, or simply transmit the sender’s request out into internet oblivion?  Make sure you test out every link on your site to ensure each one functions properly. 

This brings me to another significant detail; are you responding to internet inquiries in a timely manner?  (Timely, meaning within 24 hours.)  If not, you could be missing out on important opportunities.  Maybe the request was in regards to a pressing matter.  Or perhaps your competitor responded faster than you did, acquiring the business that could have been yours.  Either way, if you don’t respond promptly, you’ll appear to be disinterested.  Not the message you want to be sending. 

A quality website should be easy to navigate and user-friendly.  (Don’t forget to include a search field!)  It should also contain all the key components, (who you are, what you do, and how you do it), as well as the company’s contact info and social media links.  Your site needs to be informative, but first and foremost, it needs to be appealing enough to make people stick around and read.  A bad design will increase your bounce rate, meaning people will “bounce” off your site and onto another.

Whether your business is conducted primarily online, or from a brick and mortar structure, a website allows you to offer services on a national or even international level.  Even for a small business, it can be what sets you apart from your competition.  In this day and age, most consumers are going to compare you to other similar businesses.  According to a study conducted by Pew Research, “Nearly six-in-ten adults (58%) have done research online about the products and services they buy…”  Before walking into an establishment, the majority of people are going to save time by first looking you up online.  Make sure they like what they see!

Not enough time to devote to building or maintaining your website?  Contact me to see how I can help you create a website or improve your current one!

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