If you’re a small-business owner without a Web site, you’re missing out on a powerful tool to promote and enhance your business.
The number of people shopping the Internet consistently increases each year. According to the National Retail Foundation, research conducted in 2005 showed that 70 percent of adults in the United States use the Internet as an information source when shopping locally for products and services, up from 60 percent in 2003.
Research consistently shows that Web sites bring legitimacy to a company, product or service like no other medium. Customers are out there, and they’re looking for information daily. A potential customer is more motivated to visit your place of business when they can learn about the company before ever stepping through your front door.
There’s no question that a Web site is an important component of your business, but once you decide to take the leap, several considerations should be made to create a site that will hold readers’ attention. The three main considerations in building a productive Web site are content, efficiency and visuals.
Here’s a brief discussion of how each element works:
Content: Knowing your audience is paramount in determining your content. Demographics are important, but knowing as much as possible about your target will help you tailor your site to their preferences. When creating a Web site, many companies research potential visitors all the way down to technology preferences. Small details can make a big difference in the number of hits your site receives.
Focus on sound information relayed in concise terms. When structuring information on your site, give the core of your message on the first couple pages. Surfers will quickly lose interest if there’s too much fluff and too little information on those key pages.
Make sure your company’s name and contact information and an e-mail link are prominent throughout the site. If a customer decides to give you a call or drop you a line, they should be able to do it promptly without searching for the information.
If you’re like most businesses with Web sites, you want your customers to return regularly, so make sure information is updated often. Nothing causes a lull in Web page visits like out-of-date information.
Efficiency: One rule should guide the process of building a Web site n ease of use. If you’re a regular Internet surfer, make notes of what frustrates you about other sites you visit and then avoid.
Using navigation aids at the top and bottom of pages helps first-time readers get through the site without much trouble, which in turn makes your site more apt to get repeat viewings.
Be sure to have prominent links to all pages so a reader can link to any page they wish. Also, if your site has links to other sites, make sure they work properly.
Make sure each page tells readers where they are, where they can go from there and whether they’re on the right path. Give them an out if they’re not on the page they want to be, but make sure they stay on your site.
Visuals: A clean, uncluttered Web site is appealing, especially for those who don’t spend a lot of time on the Internet.
Complementary colors are important. Most of today’s customers know what a professional, appealing site looks like. They can easily spot color schemes and layout that doesn’t work.
Pictures work wonders on sites, but make sure they are high quality. A low-quality, out-of-focus picture is often worse than not having one at all.
Be consistent in the design. After only a few moments on your site, the reader should be able to understand the flow of the site, which helps them quickly find what they are looking for. If they can’t, there’s a good chance they’ll move along to another site.
There’s no question that Web sites are valuable tools for any size business. When planning your site, just remember that it is a reflection of your business. Strong organization, dynamic interaction and attractive presentation are all things you strive for in your business. Your Web site should share these qualities.