By Hal Fickett
Most business owners understand the importance of having a company website, but some may not be aware of how vital a professional, contemporary and aesthetically pleasing website is to the lifeblood of a business. Others may have invested in a solid website several years ago, and may not realize that it’s already out of style. We recommend reevaluating the design of your website every 4 – 5 years to keep up with current trends. Here are a few reasons why a stylish, contemporary website is so essential to the longterm success of your business.
Your website is the primary digital “face” of your company. If a potential customer is discovering your business for the first time through your site, or was appropriately directed to it via other marketing collateral, your site’s design and functionality greatly affect how that person perceive’s your company. If it’s outdated and has a poor design, it will give off a negative impression. This is why design MATTERS. Design is all about how a customer perceives you and your business. Savvy design has the power to communicate competence, professionalism, innovation and creativity (among other things), which will help motivate potential clients to do business with you.
In addition to great design, some other components of an excellent website are a layout that’s user-friendly, engaging content, and dynamic visuals (photos and video). All these elements will showcase the narrative or story of your company and the value you offer your customers. Keep in mind that your site will live and die by the visuals you use. Only use high res images, even if they’re not custom photographs. Affordable stock photos can be found here. Your site should help you engage, educate, and build connections with your customers online or offline.
Ideally with your site you’ll be able to afford a marketing software like Act-On that can capture the email addresses of the people who visit your site. This gives you the opportunity to keep in touch with them. However, some small businesses aren’t in a place where they can afford to do this. If not, your site can at least have an opt-in form for people to sign up for your email newsletter, an RSS feed for your blog and links to your social media pages. Each of these function as ways for your viewers to stay in touch with you.
When it comes to what platform to build your site on, we use and recommend WordPress. Did you know WordPress powers around a 1/5 of the web? Pretty amazing, huh? WordPress is superior to other platforms in a number of ways:
Overall, your website is your company’s main piece of real estate on the web. It’s your virtual storefront on digital main street. All your digital marketing efforts should stem from this epicenter. Your website should be welcoming, user-friendly and enjoyable to look through. That’s why great design is so important. It makes up the sum total of a great user experience that reflects positively on your enterprise, and motivates people to do business with you.
Are you ready for a new, contemporary website? Contact us today!