Throw out out-dated information and add fresh content.
Have email addresses or staff bios changed? Do you offer more services and products or have you discontinued any?
Look over your site and save only what still supports your value to your clients, and add new content that visitors will find relevant. A blog or a “News” page is a great way to add new content on a regular basis. Not only your visitors, but search engines, will love your site for it!
In early July, my mother moved from her 55+ community condo into assisted living. And since July, I’ve been preparing her condo for sale. (Do I know how to have a fun summer or what?) It was entirely re-painted, with new carpeting, all new Energy Star appliances, and shiny new plumbing fixtures installed, among other things. Finally, the condo was staged so that it looked great and was ready for it’s debut in the real estate market.
Now, what would happen if that’s where I stopped? If I didn’t let anyone know that it was for sale, didn’t market and show it? If I assumed that buyers looking for a condo for sale would just somehow find out about it? After all of the preparation and money spent making it ready, that wouldn’t make much sense, would it?
Recently I was asked to review the existing web site of a potential client. It was built using a free site template from a major business software provider, and it had all the tell-tale signs…generic graphics and an unsophisticated layout, a restrictive and bland content area…in other words, it could have been any site for any company and was completely unmemorable.
Worst of all, the site had no search engine visibility! Because of the numerous search engine optimization faux pas I discovered in the coding, I was not at all surprised by the business owner’s complaint that no one could find them on the web. Web site templates can be based on outdated code and standards and not built for web accessibility, W3C compliance or cross-browser compatibility.
Further investigation into the “free” website service revealed that users are locked into hosting on the software company’s servers only, e-mail is extra, and should a site grow to more than 5 pages, then additional costs begin to add up dramatically. The bottom line is, the benefits of the free website were skewed toward the software company and not the small business.
In contrast, a custom-designed web site is designed and built around a business’ particular brand and it’s personality, taking into account the purpose and audience of the site. It provides a company with the unique visual appeal that their customers want to see and will respond to. A custom site offers flexibility to incorporate the functionality that the business will need to keep their site growing, useful and productive for years to come. When site issues arise, a client can call their web designer for support. How responsive do you think support for a free site will be, and what are the chances you will speak to the same person every time you call?
Recently, this software company has been running TV ads touting the benefits of using their free site design tools over hiring a professional, alluding that web site designers are unreliable, over-priced and slow. I imagine there are such designers out there, the same as in every industry, but I know there are many more who will do a wonderful job for you at a fair price and in a timely manner. My blog entry on “How To Hire the Right Designer for You” will give you tips on how to hire wisely.
Even for small sites, custom web site design is really the best option. A cookie-cutter site will never make a business stand out from its competitors. If a site looks generic and cheap, then so does the business it represents.
I came across this interesting article by Diana Huff on her MarCom Writer Blog…Big SEO Mistake #1: using a “Plug and Play” Website Template. She explains clearly why this seeminlgy simple solution for a small businesses’ Web site may turn into anything but. Just like I have to trust my auto mechanic because I have no idea what goes on under the hood of my car, a small business owner who doesn’t have the expertise or the time to learn about web design shouldn’t be trying to do it themselves. Hire a professional…the time you save and the superior result you’ll get vs. a “plug and play” site will be worth it!
Imagine the impact a compelling and powerful visual brand has on your customers. Now picture it used with your marketing collateral and your web site—all created specifically to attract and motivate your ideal clients.
I help professional service firms like yours (insurance agencies, law, accounting and engineering) bring your brand and message to life. Looking beyond the obvious for the custom solutions your business needs, I work with you to create marketing communications that resonate with your clients, prospects and partners, and support you in achieving your marketing goals.
