WEBSITE DESIGNERS - Sign up for your FREE web listing at Dirt Cheap Web Designs! Register / Log InIn my line of work as a web designer, I get to meet all kinds of people, from the ordinary Joe just taking those first baby steps in business to well-established companies looking to expand their market. Some of them compete with companies like Calvin Klein and Versace, while others don’t even know who their competitors are.
Despite their different backgrounds, it’s amazing how much these people are alike. What does my next-door neighbor who sells worm farms to twelve-year-old kids have in common with the CEO of a Fortune 500 company halfway around the world? Do they both wear the same awful argyle socks? Do they have the same secret fetish for dancing pandas in pink leotards?
The answer to both of the above is “No.” At least, I don’t think so. (Please don’t tell me if I’m wrong.)
When it comes to website design, the most common factor among business owners is the preconceived notion that getting your very own web site will automagically boost sales, reduce customer service time, and expand your reach into the global market. Some people go so far as to believe that simply coming up with a business name and a few paragraphs describing what they intend to do will launch them into fame and fortune. The internet has become THE cure-all of the 21st century.
A web site is a tool that is capable of doing all of the things listed above if used properly, but it’s not a magic pill. Planning a successful web site takes just as much time as researching your market and writing a proper business plan. Would you ask your bank to take a chance and hand you a $200,000 start-up loan for the hottest new thing in fashion shoelaces if you haven’t done your homework? Probably not. Treat your web site with the same respect and you’ll be much more likely to succeed in your online venture.
Know Your Competition
Start by spending some time looking at web sites that sell a product or service that’s similar to yours. The great thing is that you don’t need any technical expertise to see what works and what doesn’t. Explore them as if you were a customer, not a business owner. What do they offer? How could they improve your surfing experience? Is enough information provided, or too much? Think about what you want to accomplish through your own web site. If you can’t find your competitors on the Net, ask yourself why. Is it because they’re slow to take advantage of what the web has to offer, or because the web doesn’t offer any advantage?
Reach millions of buyers all over the world!
I love this claim because it’s just so ridiculous. It doesn’t matter how well you plan and design your web site. Getting people to visit your site won’t happen all by itself. You still need to advertise your offerings, whether through paid search engine placement, business cards, newspaper ads, or even exchanging links with other web sites. Examine the shortcomings of your existing marketing efforts before looking to the internet to bring in new customers. Tip: Print your web address on your business cards, letterheads, and signs. It’s a great way to advertise!
Local, Nationwide, or Global?
A doughnut shop on the corner is not going to realize the same benefits from an online presence as a software company. That’s not to say you can’t change the stars by thinking outside the box. For example, Blockbuster, a leader in the rentable movie industry, now offers DVD rentals by mail. Now couch potatoes can keep their beer in one hand and the remote in the other, and still get the movies they want to watch. Who would’ve thought Blockbuster could break out of the neighborhood market? Of course, Blockbuster is an exception, not the rule. Try to be realistic in your expectations.
Boost Your Sales and Gain Customer Confidence
Two great reasons to make the leap to the web. Allowing your customers to buy from the comfort of their homes can earn you extra sales, especially when traveling to your physical store location isn’t an option. (I personally appreciate this a lot, since I live in the middle of nowhere.) Make sure your shipping and returns policies are clearly stated, provide contact phone numbers and addresses, and offer up some background information on your company. People will shop with confidence knowing they can return a gift that is two sizes too small, how much it will cost and how long it will take to get there.
Reduce Customer Service Time
Do you find yourself answering the same questions over and over again? Has your telephone become an extension of your body? FAQs, or “Frequently Asked Questions”, are a great way to reduce your operating costs and save your hearing. Let your web site answer questions for you, even at 3am.
Show and Tell
A picture is worth a thousand words. Sometimes trying to describe an item just doesn’t cut it. The ability to show your customers what you can do for them can be invaluable. Song “previews” have boosted the music download industry by allowing people to hear what they’re getting before they buy. Real estate professionals offer virtual tours of their homes. Nearly every business can benefit from showing instead of telling.
Anything Worth Doing is Worth Doing Right
Just as you would wear a suit and tie to an important sales meeting, a web site should present your business in the best possible light. Skip the do-it-yourself services that let you customize a pre-made page for $1 per month. A good web design firm will take time to understand your needs and help you find just the right look that will impress your visitors. A poorly designed web site can actually hurt your business, so if you don't have the budget right now wait until you do. You’ll be better off in the long run.
