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The Ws (and H) of WWW
One of the first things we look at when we work with new clients is their website.
For most companies all traffic is directed to their website, so it’s important that clients/customers have a positive first impression. In this post, we’re going to share the who, what, why, when, where, and how of a well done website.
Who is your audience? Is it current clients? Prospective clients? Both? Think about who will be reading your site and create your site around them. One downside of being a field expert is that it can be difficult to remember that what is fluent for you may not be fluent for your audience. Try to find someone in your audience to review your site and give you feedback as to whether or not they understand it.
What do you want your clients/customers to do or experience? Do you want them to solidify your brand expertise? Do you want them to be educated? Do you want them to purchase? Focus on a specific call to action (CTA) and make sure every page points to that CTA. Whether that’s “read our blog” to establish expertise, to educate the reader, to “buy now”, or to “contact us”- focus on one specific CTA per audience and make it easy for them to understand what their next step is.
Why is a website important? We live in a day where people want info. They want to know who you are, they want to know what you’re selling them, and they want to know what other people think of you. Your website is typically your first impression, or first introduction if you will. It’s important that any reader can know exactly who you are and what you do within seconds of visiting your website.
When should you focus on your website? As mentioned earlier, we typically recommend that our clients focus on their website first, so that any other marketing that points to the site will already have a great site to point to.
When wouldn’t you want a website? Some companies choose to use a Facebook or social media page instead of a website. If you’re a small, local company, this could be a good option. It’s important that you have at least one primary page of information available to your audience and that it is easy to find online.
There are several options today regarding where you should create your website. If you have a budget, a custom built site can be a great way to tailor your page with great branding and design. If you have a smaller budget, there are great templates available in Squarespace and WordPress that let you play with pieces of design/modification while also being fairly low budget and user friendly.
Where should you promote your site? Everywhere. Every piece of collateral you create should refer people to your website.
Once you decide on your web platform, it’s time to decide how to create your site. Your website should have distinct branding, clean design, clear copy (content), a specific CTA, and read like a conversation. (i.e.- first we want you to know who we are, then we want you to know what we do, third we want you to know why you should care/what’s in it for you, fourth we want you to do something about it). You can choose to create your own templated site (Skillshareand YouTube have some great tutorials), or you can hire an agency. We work within all budgets on our clients’ sites. Decide what is best for your business, and then take it one step at a time.
Make sure when you create your site, you design it with SEO (search engine optimization) in mind. People need to be able to find you online. Take time to set up SEO and analytics, implement keywords, and make sure you’re easily found in a Google search.
Also make sure to monitor your site against security threats and monitor analytics to see if you need to make any adjustments.
Ready to get started on a fresh website? Give us a call and we can build one for you or teach you how to build one yourself.