Your Website Is A 24 Hour A Day Salesman
Let's be very clear... the only reason to have a website is to, ultimately, drive sales. There are many ways that this end result can be accomplished - better visibility, great content that makes customers want to call or visit your business, or just having the basic information that someone is looking for at the time that they are looking.
Regardless of how we get there, the end result is that your website, like any form of advertisement exists to make sales. Without accomplishing its job, your website doesn't justify its investment. Your website isn't something that is there to keep your name out there in the ubiquitous world wide web. It's not something you invest in because everyone else is doing it. No, you make the investment because you expect a positive return on your investment.
Unlike a single salesperson, your website is there 24 hours a day, 7 days a week. The biggest difference between it and a person is that your website is ALWAYS there, working for pennies a day, and it can literally market to thousands of people. Every website should be viewed as a "super" salesman.
As we know with super heroes, with great power comes great responsibility, right? If you hired a salesperson and that individual made a poor impression on a customer, it would cost your business a little bit but it would hardly, in most cases, be devastating. Make a mistake on your website, on the other hand, and the effects are multiplied. It could significantly impact your bottom line. That is why it is so important to hire a professional to design your website and to help you get it ranked in the search engines. It has been said that, "mediocre advertising affects all of your trade."
Where do businesses go wrong? Often it is in not designing your website with your target customer in mind. Some business owners want to be cute and gimmicky with their website. They want dancing bears and music that blares when visitors land on the home page. While there are situations where that may be the exact design that is called for, would that really be the case for a professional insurance company? No! Likewise there are a number of businesses that will build their own sites with no training and end up with a site that looks like a junior high computer science project. Is that the image that any professional company would like to project? Again, the answer is a resounding No!
This is why a company that does bounce house rentals will get a five page website for a lot less than a professional accounting or law firm. A company has to invest in their "super salesman" and dress him/her in a way that will make the right impression on their target audience. Some business needs will call for unusual and distinctive designs while others will call for a more elegant look and feel. Build your site to be a vehicle to drive sales, not to be amusing. Your site should be an extension of sales, not a form of entertainment. This is one of the biggest mistakes that a business will make. Whether they "under dress" their electronic salesperson or "over dress" it, they are missing the target.
This is where a good web design firm will help considerably. Helping you when you plan your site and keeping your typical customer in mind. Often business owners think of people as some generic group. They want to appeal to the city of whatever. But you have to focus on the customer that is likely to use your products or services and design with them in mind.
If you would like to discuss how we can help you with your online marketing, give us a call. We would love to hear from you and are always happy to help!