A couple of years ago my wife and I decided to install a pool in our back yard. We asked around among our friends and acquaintances for references of pool installers they knew. After some work we settled on a short list of five installers. We decided to check them out further, initially by looking at their websites to get an idea of the scale of their operations; what projects they had completed and to read their client testimonials. At least that’s what we hoped to do. The reality was very different.
Only two of the pool installers actually had websites and one of these was only one page long – it basically showed their contact details. The other site looked like it had been designed by a primary school student. It was three pages long; had two photos of (very unappealing) pools and no client testimonials. Shaking my head I realised that the selection process was likely to take a lot longer than I had expected.
It shouldn’t be like this. Why make the job of the customer any harder than it needs to be? Why not produce a website that paints an accurate and compelling picture of your business that customers will understand and will help expedite their decision to do business with you?
Nowadays it is common that anyone you meet will check you, or your business, out by “googling” you. We all do it. This might be purely out of interest or for more commercial reasons. Whatever the case, your website is now the public face of your business and how it is presented will reflect on how you are perceived in the market-place.
It is no longer acceptable just to have a website – it must be a good one. Many websites are so inconsequential that it wouldn’t matter if they existed or not. The bad ones will detract from your public face and be a liability to your business. Here are some things to watch out for:
- Websites that were designed 5-10 years ago and haven’t been updated since. They look “ancient” and tired. Many have out date content. Ten years ago they may have been cutting edge but now they’re just embarrassing.
- Websites that are boring – i.e. content and appearance. If the content puts you to sleep then don’t expect anyone else to read it. Make it interesting.
- One page websites. Get a proper website or don’t have one. The “toe in the water” approach won’t add to your business prospects
Whatever you do avoid the DIY approach to developing your website. There’s a good reason that graphic designers go to design school. Use these experts to help you. It doesn’t need to be expensive. However, consider it an investment in your business, not a cost. Spend a few bucks to get it done properly and then continue to invest in it regularly to keep it fresh and contemporary.
Don’t be like the pool guys. Make your web presence fresh, modern and compelling. If you make it easier for customers to do business with you, they just might.
** To learn more about where the image of Billy leads you, click www.booneoakley.com for a creative view of YouTube and website development.
