Your Website is your Brand

13 April 2014

Every Small business Should Constantly Work on Their Website

I am always amazed at how many businesses set a budget for their website design and build, even extending to copy writing and photography but then, once the site goes live their attention moves elsewhere. I have to ask myself, why is this?

The thing is, a new website can have a powerful impact, but without constant care and nurturing, this impact will soon diminish. If Google sees a static site, it will slowly but surely start to drop you down the rankings. Do not underestimate to opposition either who, if they are doing their job well, will be doing their utmost to ensure they climb above you in the rankings.

Your website is after all one of the main tools in your marketing mix. What I find over and over again is that if you focus on your website, the rest will fall into place behind it.

There are two main reasons that you should focus on your website and I have explained them below.

Your Website is Your Brand

Every business has a brand, even the smallest micro business and your website is your brand. It stands to reason therefore that your website should reflect your brand and make potential clients want to get involved with you.

The thing is, no matter what marketing you do, at some stage your potential clients will end up on your website. Dependant on your marketing message, it maybe to retrieve an offer or it may just be to “check you out”. Either way if the website is tired and lacks impact then they will soon loose interest and move on to your competitor’s website. one of the biggest give aways is a blog section with the last news many months old.

Once someone lands on your site, the site should enhance you brand, your brand values and brand proposition. An old tired site will do none of this and even if your product/service is top notch, you will be rated according to your website.

Your Website Starts a Conversation with Prospects

The moment that prospective customers arrive on your website, they’re engaging with your brand. With the right website and suitable calls to action, this interaction starts a “conversation’ that will hopefully end in a sale.

The layout, design and content has but one aim and that is to lead a prospective client through a process to the end goal of a sale. This process needs to address all of the usual sales issues and must ensure that the brand is strong and plenty of opportunities to “buy now” are placed in front of the reader.

By using the likes of Google Analytics to see exactly what works and what does not, you should always be tweaking the site to ensure you squeeze maximum potential out of it.

Never forget that a poor website will look like a poor product in the readers eye.

Summary

Remember that your website is your brand and should be easy for prospective clients to buy or contact you. Above all it should be fresh and relevant and inspiring.

It is all to easy to look at your website and see what you want to see but remember, new prospective clients do not know you or what you are about. You may only have as little as 8 seconds to capture their attention before they are off to a competitors site!