Balancing Act

Over the last several years the online experience has changed quite a bit. Early on, it seemed that business websites were nothing more than glorified electronic brochures. Today we expect so much more from a website. As a business owner it is important to understand these expectations so that we can have viewers answer our Call to Action. Read below to find the “4 Must Haves” every business every website should have.

...

There are four characteristics that each business website should incorporate in their design.

1. Value!

To capture a viewer’s attention your website needs to communicate true value. Think about the time and effort your audience puts into looking at your site. They have selected your website from billions of other websites, so make their effort worth it.

We do this by creating websites that speak to their needs, challenges and concerns. If your firm focuses on different market segments, then make sure you address each of those segments specifically. Use terms and wording that hit home.

When considering content, make sure that your audience has content that they will find useful. This content might include articles, e-books, videos, or audio clips that inform, teach or help the viewer.

Additionally, take this opportunity to offer case studies or testimonials that prove the value of the services you are offering.

2. Trust
In business, credibility is everything. Anything that detracts from your firm’s credibility will undo all of your efforts to attract new business.

Ways to establish trust include:
*Key Management Biographies
*Use Social Media (blogs, links to your website on Linked In, Twitter and Facebook, etc.) to show thought leadership and share topical knowledge.
*Keep the website updated!
*Keep it real and keep it personal.

The more approachable and genuine you are, the more customers are likely to want to work with you.

3. Usability
Providing value and being trustworthy are not helpful if your business website is not easy to navigate or use. If people have to hunt and look all over the site to access your content, they will go elsewhere.

With this in mind, make sure your site is easy to navigate and logical in its layout.

Ensure that your contact information is easily available. If possible, make sure that you can be contacted from each page of your website.

4. Presentation

With these other three ‘must haves’ addressed, we can now turn our attention to design. Ironically this is where many start their process. This should be the last item to consider of the four items listed.

An amateur-looking presentation will scare off potential visitors.

Part of clean design, is using the KISS (Keep It Simple, Stupid) method of design. Don’t clutter your site with unnecessary elements or features that detract from your message.

This might be a good reason to enlist the services of a good web designer.

Last of all, proofread everything!!!! Typos and poorly written copy take away from your message. Better yet, have someone else proofread for you. A fresh set of eyes is very helpful and if they were an English major like Tracey, that is even better.

Surely there are other activities necessary to have a successful website but these four fundamental must-haves should help keep your website in front of browsers the world over.