As with all things, there is a right way to build business websites and a wrong way to build them. Just about every business has a website these days, so what makes one good and another bad? There are many variables that mean the difference between a good business website and a bad one based on your industry, target audience and business goals, but there are a few constants that must be present in every business website. They are:
- Is it attractive to the visitor?
As they say, you only get one chance to make a first impression. A good business website must evoke a sense in the visitor of credibility and professionalism.
- Is it clear what this business does, what it sells and what it wants me to do once I arrive at the website?
Most business owners are so familiar with thier industry and their business, they forget that a visitor to their website has much less knowledge. Most visitors are looking to solve a problem. Does your website immediately address the most common problems of your target audience? Does it tell them clearly how to proceed through your website to enable you to help them solve that problem? Is the website navigation clear and simple? Are there calls to action where appropriate? Keep it simple. Don’t try to be all things to all people. Most visitors are looking for a specialist, not a jack of all trades.
- Proper Architecture
I’m referring primarily to the way the code is written. Is it precise, compact and easily readable by the search engines? Since you probably don’t write code, you have to trust the individual you hire has the knowledge and experience to write proper code.
- Does your website look good on all devices?
Depending on your industry, at least 20-25% of your visitors are using a mobile phone or tablet to visit your site. That percentage will certainly be rising each year going forward. How does your site look on a mobile phone? If it’s hard to read or navigate, you have a problem. Visitors will hit the back button and go to the next site.
- Can the website be updated easily by the business owner?
The days of needing to pay your website designer/developer to update content on your website should be over. Business websites should all be built with a simple to use content management system (CMS). Log in, make your edits in a format similar to Microsoft Word and hit the update button. Easy, painless, done!
Of course, there are many additional considerations to building a business website the right way, but if you have these items covered, you’re well on your way to a business website that will get noticed, be different and help your business to be successful.