The Key To A Successful Website: Stellar vs. Stagnant
It was only a few years ago, that a website was viewed as an “optional” marketing tool. Today, businesses are increasingly reliant on their website for sales, marketing, and as a direct link of communication with their customer base among other things. Companies are experiencing exponential growth by opening their virtual doors to global markets. Online real estate is enriching, if not replacing entirely, the traditional brick and mortar store front.
An aesthetically pleasing, user-friendly, informative website is a quintessential part of maintaining a competitive edge in your industry. From the smallest to the largest business or organization - all are finding that a well designed website is the key to maximizing the success of their online presence.
First Impressions Are Everything
Thought - “I already have a website - I’ve had it for years.”
Great! That’s the first step, but having a website can be pointless if any or all of the necessary components are missing. Does your design “pop”? Is your site easy to navigate? Do you have the key information the visitor will be searching for prominently displayed?
Consider that before your visitors ever lay eyes on your organization, product, or service, they see your website first. You have about 20 seconds to convince them that your website is more compelling, more appealing, and more informative than the other millions of websites available online in your genre.
Let’s face it. It’s 2008 and most people are fairly web savvy at this point. A person well versed on the web will have become a bit of a “web snob” by the time it’s all over with.
If the average person is perusing the web for information, services, or products, the visual appeal (or lack thereof) of a website can make or break their online experience with a particular company or organization. No matter how great the product or service may be - if they see a website that’s unorganized, or worst yet aesthetically prehistoric, they will most likely immediately click off, go back to Google, and roll the dice again among the millions of other sites online.
Thought - “But I’m just a small business owner…flashy sites are for big businesses.”
Untrue! This is probably one of the biggest misconceptions remaining among those without websites or those with marginal websites. A “Fortune 500″ image is no longer reserved for the corporate conglomerates. Although you may not require a website as extensive as some of your larger counterparts, you can definitely make your best effort to present the most cohesive and professional image online possible.
Use It Or Lose It
The only thing that can turn off a potential visitor more than aesthetics, is an unorganized website. Usability is of the utmost importance to visitors seeking information. They want to access information as quickly & easily as possible. They don’t want to play a 10 minute game of click around to get to a piece of information that should have likely been covered within 2 or 3 clicks at most. Provide your information in a succinct and accessible way.
Fortunately, websites of today not only offer a lot more to enhance user usability, but also can serve as enhanced functionality for your company. From online stores, to online customer service, and the use of web applications to store and disseminate information via members areas, etc. - the functionalities of your website can automate a lot of your day to day manual roles, leaving you to focus on your core competencies.
These are only a few factors to consider when developing or re-developing your website. It may require a bit of investment initially, but a well developed website will pay for itself ten fold in the end!
