Understand the reasons you need a website, and how you can improve your business performance with it.
The common mistake is thinking that bigger is always better. Sure, if you’re a multinational you’ll need a website with details about company information, shareholder information, your brands, staff and so forth. But are you not a multinational…yet.
Thinking BIG in business does not mean your website needs hundreds of pages of content. By creating too much content, more often than not, your brand image becomes diluted, content becomes redundant, and the buzz around your business/brand becomes less effective.
Think about the most critical and persuasive content, and then nest it in a succinct but well designed site.
What are your goals
Most businesses rush to get a website live, and often results in costly, ineffective websites. Remember your website is insight into your brand and your business, and how people perceive it in the digital realm.
To get the most out of your website, first evaluate what goals your business needs to satisfy. More often than not, small to medium size businesses use their website to reach out to potential customers, generate leads and provide information for existing customers.
Working with a website developer with strong business acumen, with the ability to convert your business goals into captivating design with interactive functionality, is key in improving business performance. With this understanding, a smaller site, with persuasive content, a great design and lead capture forms would be the most effective route.
Content marketing is driving ways to communicate with customers and promote your brand. The key, however, is to pick the right content.
As most companies won’t need a website with too many sections, it’s important to be selective over what content you use to market your brand. A blog is a great place to start, is simple to integrate and can act as the voice for your company.
Also, look at using real-time content feeds from social media sites like Twitter and Facebook. The combo of a blog and social media should, for most companies, be the right mix of marketing content.
Design is Key
It’s more effective to focus the design of a smaller website than the functionality of a larger website. Of course, this rule doesn’t apply to all. But for a small, budget-tight company looking to get the most out of their website, it’s best to lead with a killer design.
For some brands, a simple one page website is a perfect way to persuade, provide information and blow customers over with a fabulous design.
For others, a website with more content will be needed. However, the principle remains the same. It’s far better to think small and focus on a design that is aligned with your brand and reflective of your company’s character; this way, you avoid building a site with reams of pages, and a message that’s disjointed and lost in a sea of content.
- Don’t copy – be original with your design and content
- Bigger isn’t always better
- Set goals – reach out to potential customers, generate leads and provide info
- Focus on the design
- Be succinct – get the message across quickly