Every business should have a website these days, but a good number of those floating around out there just might be defeating the purpose. Your business website should be a business card, brochure, and your key marketing piece all in one. It should not only inform your target market of what you do and how you do it, but it should convince them that your business is the best choice for them. The benefits of your products and services should be clearly apparent, and there should be no question about what the next step should be.
Here is a checklist to use to ensure you have all your bases covered in developing the best website for your business.
Information easy to find and appropriate?
Be sure that the information provided on your website is appropriate for the typical knowledge level of your target market. Not sure? Talk to people who are within your target market about what they know and what they want to know about what you do. We are living in the information age, and customers expect to learn something new from the businesses they spend money on. Be sure all of your customers’ common questions are answered and those answers are easy to find.
Writing style conversational and clear?
Write in second-person (using you) so that you are talking directly to your target customers. Be sure your grammar and spelling are correct — have several people proofread the copy before it is posted. Avoid uncommon jargon or technical speak (unless your target market is comfortable with it), but use plain language to explain why they should buy your product and how it will make their lives better.
Sales message clear?
Your sales messages should be consistent across your website and among all other marketing endeavors. Select the primary reason your target market will buy your product and drive that message home as clearly, as convincingly, and as often as possible. Use section headings to draw attention to specific benefits of your product.
Easy to navigate?
Surf around the internet and check out the different types of navigation tools out there. Some sites are very easy to surf, others are nearly impossible to find whatever you are looking for. Be sure yours makes it easy for your customers to navigate, and that it is obvious how your website is organized. Every page should include a call to action (sign up for the mailing list, buy now, call now…whatever you want them to do), and have a way for your customers to follow through immediately.
SEO?
Even the best website is only effective if people can find it, so be sure you have incorporated SEO (search engine optimization) tools into the site itself. Using the right key words (the words people will use to find your business) in the right places, including metatags for the pages and labels on the images, and signing up for the best internet directories provide a good start to getting your site found by the major search engines.
While these five factors are certainly not comprehensive requirements for a good website, they are very common errors that occur with small business websites that keep the site from being effective.