We’ll start this article on website design by posing the question that we get asked most commonly and then carry out a small exercise to demonstrate this point to the reader.
Q – My business is only small, why do I need a website design?
A – The shortest answer is this – If you don’t have a website, you are losing business to companies that do.
Why not try doing some basic research and type in your business name into a search engine like Google, Yahoo or Bing and see what results you get. You may see your name in an online business directory or other business service listing and think that at least you know customers can find you by direct association.
That is true, but what other names come up along with yours in these directories?
Your competitors…
This gives prospect the choice to go somewhere else for your product or service.
Now if you consider what if they didn’t even know your name, try doing a search based on your location and industry using terms that would generally describe what you do, e.g. Albury handyman – now what comes up, if you don’t have a website design then you can safely say that your competitors will.
The point of this exercise is to show you how prospective customers perceive your business and the reputation your business has built up is not directly transferred to the web. This is because the web in all of its glory is emotionless; it isn’t driven by the goodwill you have built up over many years of dedicated and tireless service to your customers, but upon content.
A common term used within the media regarding the success of a particular venture is that “content is king” and this applies to print, radio and television. This term also now applies as a rule to website design in allowing prospective customers to find a particular business online, and that is “well written, relevant content is king”.
The internet is seen now as “new media” where even a one man small business website design can have just as much impact as a multi-national company’s website. This is because the playing field is level; you can have access to the same tools that they use to reach your customers or more importantly for you to reach theirs.
At this point we might take the opportunity to describe what good website design is not.
Considered and thoughtful website design is not about just looking good; or style over substance. Website design is not for impressing your mates, your family or even grandstanding to your peers.
But, it is a great tool for attracting customers and your website design can be your online interactive brochure to promote your products and services to a specific audience or the entire world 24 hours a day, 7 days a week, 365 days a year – no other form of promotion or marketing can do this.
Taking this line of thought and seeing website design has the same basic requirements as a brochure; it becomes easier to understand the reason for having a website design in the first place and what information needs to be included.
In the same way as a printed brochure you can use website design to generate awareness of your products and services, provide communication between yourself and your customers, and improve your competitive advantage within your industry or profession.
“But my business doesn’t even use brochures so why would we need a website design; our main marketing is by word of mouth from other happy customers.”
In the modern computer age, generally anyone that has access to a computer uses it to find out information, and even if a customer has been recommended to use your business they still may want to check you out for themselves.
Having a professional website design will only strengthen your credibility and turn that prospect into another happy customer.
The last point to consider is what not having a website design says about your business and the easiest way to demonstrate this is to provide an example.
You are a handyman that never uses a computer and none of your services are for sale or even could be sold online, so why should you have a website design.
The simple answer is – that’s where your customers are.
The customers of a handyman are by definition, people that are time poor or lack the skills or ability to perform tasks around their home. They generally have the disposable income to pay for these jobs to be done by someone else and they personally work in an office or professional environment.
“So what, I already knew that…”
Have you considered that those same potential customers are sitting in front of a computer for eight hours a day and that the first place most of them turn is the internet to research information about products and services they need. Having a website design is not a luxury or extravagant purchase for a business, but shows to your target customers that you understand their needs and how they look for information during their hectic schedules.
Having a website design won’t ever replace your hard work or great customer service, but it will make you available to customers that word of mouth can’t reach.
Website design is a crucial part of any businesses marketing and promotional strategy; make sure you treat it as such.