Creating a Website Strategy that supports your business goals.
Far too often, I find business owners taking a “focus on the basics” approach to the layout and design of their website. They follow the “unspoken rules,” of website creation by starting off with the five standard pages. (Home, About, Services, Blog, Contact) And if they are feeling really adventurous they include the latest cool tech trend to ensure the website looks cool. The trouble with this approach is that there really isn’t a “one size fits all” to website design. As business owners we have unique needs that support our business goals. So why wouldn’t we need a website that is equally unique? Take a look at these tips for creating a website strategy that supports your business goals…
1. Know Your Audience.
Knowing your audience ensures you are choosing the design elements that will connect more genuinely with your ideal customers. For example, if your ideal customers are an older generation who isn’t necessarily comfortable with technology, designing a website with a lot of animation, auto-play videos and moving parts would hurt you and your business. Your customers would be so distracted when they landed on your website, that they wouldn’t have time to absorb what it is that you actually do. They won’t realize that you can make their life better, as they will be clicking the back button and heading back to Google.
2. Identify the “Must Share” Details of Your Business.
When it comes to sharing information about your business, there are a few details that must be shared. These are the details that clearly state what you do, how you do it, where you are available, and how others can get in touch with you. Make sure you outline these details when developing your strategy so that you won’t forget to share them.
3. Plan with your #1 Goal in Mind
You have one primary goal in your business. To serve the world around you in your own unique way. This should be the primary focus of your website. For example, my goal is to build gorgeous websites, so my own website has been designed with this goal in mind. On just about every page you see a reference to this goal, as I talk about it often. This solidifies my purpose and makes it very clear exactly what I do.
4. Ensure Each Page has a Single Focus.
While you may have a lot to share, you don’t want to share it all in one place. Which is why I always recommend giving each page within your website one primary purpose. Once you have your purpose, take the steps necessary to make sure that purpose is clear instantly. (5 seconds or less). This further strengths your purpose and how you can serve.
5. Identify Must Have Features
These are the features that you will build into your website to enhance the experience of your website visitors. For example, if you frequently have public appearances and want to communicate with your visitors where they can come to see you present, adding an event calendar to your website is a “must have” feature. If it is important your clients have the ability to schedule appointment with you online, a scheduling application is a “must have” feature.