Thinking back to the last time you redeveloped your website, was the end-result the site you wanted? If your answer's yes, there's a strong possibility it's not the website you need. Confused? Then I'll explain.
Enough With The Vanity Projects
Many website projects turn into vanity projects with the end product doing nothing except giving the business owners a short-lived sugar rush. It's partly their own fault but it's mostly the fault of their web design company. Bad web companies don't dig deep to establish what the client needs, they just create something "that looks professional" and move on to their next victim. There's a lot of it about.
Build What Your Customers Need
We've been banging on about this a long time but when it comes to your website, build what your customers need, not what you want. Lots of money is wasted by businesses on websites because they ignore their customers or more often don't understand them. There's also a common misconception that people care and want to know all about you, they don't. What they do care about is whether you have the solution to the problem they are trying to solve.
In fact, if you are not taking the time to understand the problems they are trying to solve you're missing some great opportunities because you won't be coming up in Google when they search looking for a solution.
This Is How To Get Business From Your Website
In very simple terms getting business from your website involves the following.
- Figure out who your customers are and create buyer personas.
- Develop an understanding of your buyers business challenges.
- Create content that uses the words and phrases the buyers use when searching for solutions so your pages show up in search results.
- Wrap all the above up in a fantastic website that's focused on your customer's requirements, a site that instils confidence and encourages engagement.
However, this is what usually happens.
- Look at other companies' websites and identify "cool" stuff.
- Build a website that looks cool.
- Only create content talking about how great you are.
- That's it.
The former will probably generate business, the latter won't. If you follow the second option you will, no doubt, be very pleased with your website until you look at the statistics and realise nobody visits it and therefore it doesn't generate any enquiries. Then you'll get frustrated, it's a very common story and so unnecessary.
Start With A Roadmap
In a previous article, we looked at the concept of website road mapping. This exercise is an absolute must whether you do it in-house or work with an agency who specialise in creating websites that generate inbound enquiries. You see, a successful website isn't a website that looks great, although it should, and it's not a site that impresses your friends, although it might. A successful website is a site that gets found in Google and convinces visitors that you have the solution to their problem. It's also good if the site, by providing helpful content, convinces people they would be in safe hands if they chose to work with you.
Whatever you do, don't just have a bash at creating a website scope of work and hope for the best. There are web agencies who will deliver whatever you ask for even though it's not what you need.
If There's No Spanish Inquisition, Be Concerned
When we get the opportunity to work with a company on a web project we start by asking lots of questions. It turns some people off, but that's fine because if they don't want to dive deep into what's going to work, we're not the right company to help them.
That said, as a rule of thumb if the company you're thinking of hiring don't want to meet to discuss the project, be concerned. If they don't interrogate you to establish what success looks like for you, be concerned. To be honest, if they don't dig deep and almost become annoying, be concerned.
This Is Important Stuff
Getting the website you need is important. It can make the difference between business success or failure. There's no good reason for not developing the right website, the website your business needs.
Need Some Help?
If you're floundering and would benefit from a free 30 minute chat about how the web could be helping your business, get in touch.