Ingredients for a Well-Developed Small Business Website
In a previous blog, we talked about where to start to get cracking on your small business website. By now, you may have already established and registered your domain and considered a few things like SEO, use of social media and maintenance. As you continue developing the functionality of your site, it’s important to examine what makes your business different from your competitors and what benefits the market will acquire from your product or service. When collaborating with your design agency to develop stellar graphics for your site, keep in mind the focus should be on the user (or consumer). As they say in the industry, “content is king” and user experience (think visitors) is paramount.
When it comes to influencing consumer buying behavior, your company’s website still matters more than the use of social marketing. Now that’s not to suggest social media marketing is not important. On the contrary, your company’s website and use of social media collectively work together. Having a social presence drives more traffic to your website and on that account increased sales — not to mention furthering your brand relationship with your audience. For the most part, the small business website development process doesn’t have to be mind-boggling. Your design agency can walk you through the entire process so long as you both are in sync with one another. To help you lay the framework and set some clearly defined objectives, you’ll want to factor in some decisive ingredients before the creative process begins and discuss them with your design agency.
These elements include:
- What are your key business differential qualities from your competition?
- Who is your primary audience or demographic?
- What do you know about the needs and wants of your primary audience?
- How do you want the consumer to think about your product or service?
- What emotional motivators should be considered?
- What is the single most important message you wish to communicate to your audience?
- What is the single most important thing you want your consumer to remember?
- Develop your value proposition — the promise of your business delivering value and the consumers’ belief in experiencing that value.
- What primary action do you want your users to take when visiting your website?
Other features to consider:
- Will your site require rich media such as video, audio or podcasts?
- Is there any third-party integration to execute like e-commerce, mapping solutions or API?
- Do you require a content management system or publishing platform?
Creating a memorable user-experience is vital to the success of your website. Ease of navigation, placing orders, useful and value-driven content for your consumers are all components that cause favorable impressions. And don’t forget —consistency is key! Your new site should also correspond with the rest of your marketing collateral.