Why Your Website Matters
For decades TV, radio, and newspaper dominated the advertising world. Every major company filled up air time or took out full page ads. These media choices, now referred to as traditional media (if that tells you anything), were expensive and risky, but thankfully those days are coming to an end. Enter the days of digital.
Digital Killed the Radio Ad
Digital media, which includes everything from your website to your Facebook page has become the dominant force in attracting new customers. An estimated 80% of consumers now start their buying process online. That’s a huge percentage, and many small businesses are missing out. So what drove this change in the advertising world? It’s simple. Digital media gives you a cheap, sharply targeted platform to reach the people you want instead of spending thousands on a TV ad whose effectiveness is difficult to track.
Websites are the New Business Cards
Your website is a reflection of your business. For a lot of consumers, it’s the first impression they’ll have of you, and you don’t want to mess it up. Consider your website from the customer’s viewpoint. What do people think when they see your site? Is the design appealing? Are you getting across a clear message? Does the customer get an accurate feel for your company?
A study done by Dr. Elizabeth Sillence found that 94% of participants felt uneasy about a company because of their web design. Crazy huh?
Here are some of the most common mistakes a small business website has:
- Content is difficult to read
- Hard to navigate
- No call to action
- Site lacks personality
Check out this awesome infographic about trusted ad sources.
What to do?
There’s honestly a lot out there. There are a lot of videos, blogs, tutorials, companies, etc., all of which can help you - if you have enough time or money. But here are some quick things to think about when designing your website
Make sure there’s not too much going on, and it’s easy on the eyes. Think Goolge’s home page
Figure out what your customer is looking for and take them there. Microsoft does this really well.
A picture is worth 1,000 words, so save yourself some typing and use high-quality images to tell your story.
This one can be a bit trickier for the non-techy but is crucial. It’s projected that mobile browsing will soon eclipse desktop. Most website builders will have this built in, but if you had your site done by your nephew or some freelancer, make sure it looks good on mobile.