Small businesses are the backbone of our economy. Sadly, many of them don’t get the website they need.
They get outdated technologies that may look pretty but are unreadable by iPhones and iPads.
- They have no metrics so they don’t know how many people come to their website and what they do there (sadly, this can be had with a free program that takes 10 minutes to install).
They have text and photos that don’t convey the problems they solve.
The list goes on.
I enjoy helping SMB amp up their online presence and get the business they deserve.
It makes me sick to discover they just spent a bundle on a new website and they don’t have what they need. Ideally, your website will bring you tens of thousands of dollars over the years. Spend a little time educating yourself before your next website refresh. You’ll be rewarded in increased revenue.
The 4 Elements of a Successful Website
- Content
- Programming
- Design
- SEO
As you may guess, each of those require a variety of skills. Let’s start with content since that’s my specialty.
Words Matter. Pictures Matter. Video Matters.
You don’t need to agonize over every detail but you do need a coherent plan. You’ll want to follow the best practices of the web too. You’ll need good help to guide and implement the process. Ask questions before you sign the contract.
Don’t be like *Jill* (not her real name):
Recently, I spoke with a prospect (*Jill*) about writing her copy. I wasn’t available in the timeframe she wanted so I had to pass on the project. In the meantime, she hired a marketing company that supplied her with a writer.
A couple of months later, I developed a blogging and social media calendar for her. While reviewing her site for the information I needed, I realized the marketing company had done her no favors. They had not done ANY keyword research, the copy wasn’t SEO friendly (nor was it very clear about what her business offered). In other words, her prospects weren’t going to be able to find her easily and know how she could help them.
Plus, her site still wasn’t live over 2 months after the projected launch date. (It was a simple site — no e-commerce, less than 10 pages).
It broke my heart.
It also made me realize that even if you hire a marketing company, you still need to know the right questions to ask. After all, everyone’s heard a horror story or two about websites gone wrong right?
The 4 Questions Every SMB Should Ask Their Web Development Team:
- Will I have Google Analytics? (Without metrics, you won’t know how many people visit your website and what they do there) This free, 10 minute to install tool should be standard on every site (If not Google Analytics, then something comparable.)
- Will I have an Email Newsletter? (Email marketing, aka an email newsletter is a proven sales tactic) Don’t work hard to get people to your site and then let them disappear never to return! Ask them to invite you into their email inbox. That makes it far easier to stay in touch.
- What level of Organic SEO support will you provide? (This starts with your content. If they don’t know how to incorporate appropriate keywords, or how to use keyword search software, find someone who does).
- Will my site be Responsive? (Mobile friendly) – Sales of smartphones and tablets exceeded sales of laptops in 2013. That’s only going to continue to grow.And if your business is primarily local? 81% of local search starts on the web.
By asking these questions (and getting positive responses), you’ll have a stronger website. One that is more apt to be found by your prospects and generate more inquiries. After all, isn’t getting more business what you really want?
What have you learned from your website experiences? I’d love to hear in the comments below.
