Tips for Setting Up Your Business Website
The first thing most business owners do when setting up a website is to think about design and cost. But this isn’t the right place to start. In fact, a lot of people are disappointed when they put so much time, effort, and money into a website that doesn’t end up working for them. All because they didn’t understand some key ingredients before beginning the project.
As a designer AND business owner, I’ve had a lot of experience in learning what works and what doesn’t work for business websites. This blog is meant to help you avoid some of the issues business owners frequently fall into when trying to build a website without prior experience. Use these tips below to create a plan for your new business website before reaching out to designers and writers.
1. Understand your target market
Many business owners jump right into planning their own website idea and getting estimates from designers. The problem is that business owners are trying to create what THEY want to see, rather than researching what their CUSTOMERS want to see. Many businesses would have much more effective websites if they didn’t cling so tightly to their own ideas and desires for the website and rather designed for their target market.
Everything about your website should revolve around your ideal customers and how you can effectively meet their needs. Take some time to research your market and find out details about who they are and how they shop.
- How old are they? What type of work do they do?
- Are they other businesses or consumers?
- How do these people shop for their products and services?
- Are they likely to find you on social media? If so, which platforms?
- Are they more likely to shop on their mobile phones or desktop computer?
- Do they just want information about you so they can come and purchase products at your physical store?
- What are they expecting to do or see on your website?
The more you know about your customers, the better prepared you will be to create a website that meets their needs quickly and efficiently. Research can reveal things you would have never thought of on your own and will help you tailor the website to serve the actual needs of your customers.
DON’T START WITH DESIGN, START WITH YOUR CUSTOMERS
ALL TECHNICAL AND DESIGN ASPECTS OF YOUR WEBSITE FLOW OUT OF YOUR MARKET RESEARCH
Understand who you are trying to reach and understand who they are and what their needs and expectations are. What are their pain points? How are you presenting your solution to their problem through your website? This will begin to shape the design and functionality you will actually need in a website.
2. Develop your message
Once you understand who your customers are and how they are going to find you, begin to think about what it is you will say to them. A clear message should tell the reader who you are and why they need your services. There should also be a strong call-to-action so visitors know how to purchase your product. Don’t assume people will spend time fumbling around on your site to figure out who you are and how you can help them. Be clear and tell them how you can help them with your product or service. Then tell them where to click to buy what they need.
BE CLEAR ABOUT WHAT PROBLEM YOU ARE SOLVING AND WHAT YOU ARE DOING TO MAKE THEIR LIVES EASIER
HAVE A STRONG CALL-TO-ACTION TO TELL PEOPLE HOW TO BUY
Before hiring a designer or writer, take the time to understand your business and put this into your own words. The writer can help you clarify and fine-tune it, but it will be immensely helpful if you have the initial ideas laid out. No one knows your business or your customers like you do.
3. Aim for simple & responsive
Design and layout will vary depending on who your target market is and how they need to use your website. But whatever style you choose, the simpler the better. People don’t want to struggle to use your site or figure out how to navigate it. Think about how people will actually use your site, what they will be looking for, and how you can easily organize that for the best user experience for both new and returning customers.
Simple navigation, clear messages, and smooth user experience will help your customers more than flashy graphics that slow down their browsers. Organize page structures and hierarchies to be as simple as possible so visitors don’t have to wander around and dig for what they need.
COOL DESIGN IS GOOD, BUT PRACTICAL DESIGN IS EVEN BETTER
Responsive sites that adapt to screen size are becoming more and more important in today’s economy. A growing number of consumers are using mobile devices to shop and do business online. Making sure your site works properly on every screen size from desktop to cellphone and tablets is essential. Again this may vary depending on your market, but for the vast majority of businesses, it will be an essential component of a functional business website.
4. Integrate your social media
Social media strategy is huge these days as more and more consumers search for and hear about products and services through social media. Make it easy for satisfied customers to share their experiences with your brand on their favorite platforms. This can include adding sharing links to your blog posts or product pages. It may even include having a section on your site where you share user reviews from social media. Think about what your target market will be interested in and how they will want to interact with and share your site. Be sure to add links to your brand’s social media profiles so visitors can follow you.
LET SATISFIED CUSTOMERS DO THE TALKING FOR YOU
MAKE IT EASY FOR THEM TO SHARE YOUR PRODUCTS & INFORMATION
5. Count the cost
Once you figure out who your customers are and how you will reach them, the cost of building the site can be more accurately assessed. Business owners end up making a ton of changes to design and function AFTER doing research. Unfortunately, for many, this comes AFTER they’ve already built the site, which wastes time and money. Researching the target market helps you figure out a plan for what the website really needs to be and how it needs to function. Do your research first for the bulk of your design, and then be open to fine-tuning as you find new ways to better serve customers and convert buyers.
Make sure you know ahead of time how much you can budget for the online marketing setup. Consider carefully the time and skills you or your team can personally invest in this project, and be realistic about what you will need to hire out to designers, developers, and writers. A professional website for your business is an important investment, so make sure it’s something you reasonably budget for at this stage.
COST WILL REFLECT THE FEATURES YOUR SITE NEEDS TO BEST SERVE YOUR CUSTOMERS
FIND OUT WHAT YOU ACTUALLY NEED BEFORE JUMPING IN TO START BUILDING IT
Need help with your business website?
Our team is ready to assist you in whatever stages of business website planning or production you need. For more information about our web design and branding services, or to schedule a free 30-minute consultation, contact us today!