Small businesses sometimes fall into the trap of treating their website like an afterthought. It's something they think they should have (or were told they should have), so they set up a website but don't really do much with it.
Do you underestimate what your business website can do for you?
Instead of looking at your site like it's a mere add-on to your business, imagine seeing it as one of your employees. Think about it:
- Your website works for you round-the-clock, every day of the year.
- It represents your business to all potential customers, both in your geographic region and from farther away.
- It has the potential of introducing hundreds of new people every month to your business, and keeping your existing customers coming back.
- Its functions include welcoming people, providing them with information, and facilitating transactions.
Considering all the things your website does for you, ask yourself if you're giving it enough attention.
If you appreciate how well your website can work for you, the following are some of the things you'd do:
- Make sure it has a professional look.
An employee who's dishevelled or isn't appropriately dressed would give a bad impression of your business. Similarly, it's important for your website to maintain a professional appearance. It shouldn't appear messy, outdated, or out-of-sync with your business personality - for example, by displaying jarring images or design elements.
- Keep it updated and knowledgeable.
Imagine hiring new employees and neglecting to educate them about your business. That's what happens sometimes with business websites; they get launched and are then left to languish with scarce, outdated information. One of your website's functions is to communicate important information about your business. Keep its pages and blog regularly updated. And make sure the content is substantive. (A recent article from Business.com points out that one of the common mistakes businesses make with their site is to give it "thin content.")
- Make sure it doesn't stagnate and fall apart.
Maintain your website's health through regular maintenance and upgrades. And every couple of years, take the time to refresh your site. Keep it modern in appearance and functionality, so that it takes advantage of recent technological trends and developments in web design. If you treat your website like an employee, you'll ensure that it continues developing and adapting to changes in your business and in the world.
- Give it many opportunities to shine.
Employees deserve recognition and opportunities to represent your business through their hard work. Similarly, you should promote your website and give it many opportunities to shine. Link to it on all your social media accounts and in your emails. Introduce it to Google Search Console, and tweak it so that it performs more strongly in search engine results, increasing the chances that people will find it. Add it to your business card and any other off-line promotional materials, the way you would include your phone number. Make sure it appears in your directory listings, review sites such as Yelp, and on Google Maps.
- Evaluate it and act on the feedback.
How well is your website performing? What are its best qualities, and in what ways can it do better? Treating your website like an employee means that you regularly evaluate customers' interactions with the site, check for problems such as slowly loading pages, and catch any errors, including typos and broken links.
The only way to make sure your website works well for you is to invest thought, time, and some of your budget into it. Please contact us, and we'll help you turn your website into a star employee that boosts sales and promotes your business.