Website Do’s and Don’ts
Let’s face it. It’s no longer deniable. There are no more excuses to hide behind. Everyone knows the truth, and they’re wagging their finger at you. Now, hold on! Before you go spilling your deepest and darkest childhood secrets, let’s get one thing straight… We’re talking about the internet and how there is absolutely no good reason to have little to no net presence these days.
Maybe you’ve been in business for thirty years and figure you’ve done fine so far, so why bother with more than the website you put up seven years ago? Maybe you’re a small local restaurant and don’t want to bother with the hassles of putting yourself online. Maybe you just don’t realize how important the internet has become. Whatever the reasons are, you’re losing business by not being online!
And know this: Even if you haven’t put up a website, claimed your Google maps listing, or done anything else to get online, your name is still out there. There are sites like Yelp and Google maps that will usually have a business listed even if the business owner never listed or claimed their business. And, both of these locations, as well as many others, let customers leave a review. That might be great, but it also might be a problem. If a customer had an unpleasant experience and ranted online, and you’re not aware of these negative comments, how can you address them and fix them? And even worse, if you have no web presence at all except one unpleasant review on Yelp, internet savvy customers will probably just move on down the list to someone else. Potential customers put a lot of stock in reviews and many judge a company based on those reviews before ever even stepping foot inside or picking up the phone to call.
So you’re starting to question your lack of web presence, right? But how in Hades do you get started? The best place to start is with a solid website. Your website is your point of contact online. It’s often the first thing a customer will see. Think of your website as your online receptionist/representative/sales person/customer service agent and everything in between. You want your website to represent who your company is, what you do, and most importantly, what you can do for the potential customer checking your website out.
Here are some easy Do’s and Don’ts for your website!
DO: Create an amazing “About Us” page. Since your website is your first point of contact for many potential clients, tell them who you are! Introduce your staff, give the history of the company, offer up some interesting anecdotes to break the ice. Have fun with your “About Us” page and make it represent the attitude of the company.
DON’T: Use your “About Us” page to sell! No one wants to click on your “About Us” page and read a sales pitch. That comes later. The “About Us” page should be personable and informational, and again, not a sales pitch. Who are you? What’s your story? Why should we give you our money instead of someone else with the same product or service? Sell yourself first!
DO: Keep it simple. Keep in mind that internet users are lazy. It’s not because we’re lazy in our off-line life, it’s just the nature of the internet. There are millions of websites out there, all of them trying to get us to look at them and use them. We have options, and we’re going to go with the easiest sites to navigate. So, keep your text clear and obvious. Have a navigation system set up and include it on every single page. Include a search feature, especially if your website is bigger. Do everything you can to make your site as user friendly as possible! If it’s difficult to navigate, people just won’t do it.
DON’T: Use auto-play music or videos. Most people who don’t immediately click the back button when the music starts will just pause the video or turn down the volume. Your video may be the most amazing thing since sliced bread, but most people won’t see it. Have it available on your home page or in another appropriate location to be viewed, and just by giving people the choice to play it, many will. And the volume will stay up!
DO: Include your contact information. Set up a contact page and have your phone number, address, email and other forms of contact easy to see and find. If you’re on social media sites like Twitter, Facebook, LinkedIn or YouTube, absolutely have a link to these sites on every page. The easier it is to connect with you, the more likely someone is to do it.
DON’T: Create a website and wash your hands of it. The internet changes daily. Styles come and go. Fonts and color schemes that were popular last year look outdated today. If you decided to include specials, coupons, event information, or something else with an end date, take it down as soon as it is done. No one wants to check out specials from last month! Own your website, love your website, and pull in the customers! Neglect it and people will assume that you neglect other areas of business.
DO: Test your website out. Make sure that the links work, that the pages load quickly, and that they look right in different browsers. Have a friend take your website for a test drive, too, and make sure that it’s easy for potential customers to navigate.
DON’T: Forget about who you’re writing for. Know who your target audience is and tailor your website for them. But if you want to remain available to the public at large, don’t use too many jargon words or technical terms. If you’re ready to try SEO (search engine optimization) writing, remember that your primary target is still your audience!
At the end of the day, your website needs to represent who you are, what you offer, and how you offer it! Perfecting your website is the first step towards making your mark on the wild wild web!
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