Pretty is not enough … websites must work.
During the past week, I have spoken with more than a few business owners who have invested in beautiful new websites that are not designed to “work” for their businesses. What a waste of money and a “set-up” for disappointing results!
A beautiful “brochure” website is not enough. In today's inter-connected, engagement first world, your website must WORK for you by (i) generating contact information for pre-qualified prospective clients; (ii) inspiring web-based transactions; (ii) increasing the visibility of your brand; (iii) increasing the number of telephone calls to your office; (iv) increasing the amount of foot traffic to your retail location – or more!
Before your website can become a “work horse” for your business, several things must be in place. Let's cover a few of the big ones:
- Business contact information must be displayed prominently at the top of your website, and must be included on every page. Make it easy for people to find your contact information and they will likely contact you- if they need your solution (not services/products/programs … solution). Make it hard, and they will not.
- You must have an opt-in/ sign-up box and it should be included “above the fold.” It is important to follow-up with people who are interested in your programs, products and services. In fact, such people will often need to spend time “getting to know you” before investing in your solution to their needs. An opt-in / sign-up box that is connected to an email marketing system makes it possible to automate the process of “getting to know, like and trust you.” It is important for this box to be included in the top of the webpage. You do not want to make your visitors scroll down your website to leave their contact information. The easier it is to leave contact information, the more contact information you will collect.
- A content management system is a necessity. Content management systems makes it possible to update your website without knowing html, php or any other type of coding – which will literally save you thousands of dollars in the long run. Your website must be continuously updated in order to obtain great search engine placement, hold the interest of visitors and truly “work for you.” It is important to have a system in place that makes it easy for you (or a member of your team) to make such updates without the expense of going through a website designer. This is one reason I highly suggest building websites on a self-hosted WordPress platform.
- Make it easy for people to find you on social networks. Place icons for social networks in places that are highly visible.
This is a “bare bones” list of essential website components that was inspired by the wonderful CEOs of growth stage companies I met during the past week. If a website relaunch is in your future, I hope you find this information useful.
Inquiring minds want to know … what have you integrated into your website to make it work for you? What do you need to know to make your website more effective?
Expect the Best!
Tasha Cooper Coleman, Esq. (Coach TC)
Speaker, Author, Executive Coach
Personal Branding & Social Media Marketing Strategist for Lawyers, Realtors, Financial Service Providers, Healthcare Providers and Luxury Brands
PS – Unsure about how to build a compelling brand message or develop a social media marking plan? We can help! Invest in one of our afford