Why a Good Website Won’t Cut It Anymore… and What You Can Do About It
“Do you need to make some improvements to your business website, or is it good enough as it is?
The answer to that question probably says a lot about the current and future state of your Internet marketing campaigns. That’s because complacency can be a dangerous handicap when it comes to promoting your company through the single most important communications channel in the history of mankind.
Everyone has a good website now. Even guys with food trucks have sleek, responsive online storefronts they use to pump out information and social media awareness. A good website is the minimum expected standard you have to meet, but it doesn’t give you any advantage.
Good websites don’t stand out. Good websites can’t help customers differentiate your business from all the others in the same market or industry. Good websites don’t help you find customers, turn a profit or add anything to your bottom line.
You probably realize this intuitively, if only because you visit and interact with so many websites on a daily basis yourself. At the same time, most businesspeople don’t know how to break out of the ordinary. They want better websites, and better results, but aren’t sure how to get them.
In this article, we’re going to give you a template any small business owner can use to get above and beyond the ordinary and leave the competition behind…
Do Some Comparison Shopping
A valuable first step toward building a breakout website is understanding what you’re up against. That is, to do a bit of comparison-shopping and see what your competitors are working with.
This is something you’ve probably done at least once or twice in the past anyway, but we would advise you to expand your search. Don’t just look at the websites that your direct competitors are using. Examine others in the industry (if possible) around the country and even overseas. Consider reviewing some award-winning Web designs from other fields, searching closely for innovations and concepts you could tweak to fit your own needs.
As you look at various websites, consider everything you find from a customer’s point of view. What kinds of features and content stand out? Which websites do you enjoy interacting with, and which ones seem to come up short? Give it some thought, make a few notes, and see if you can figure out why.
The answers you arrive at won’t just speak to Web design, layouts and visual features. They’ll get to a bigger concept that we call usability within the Internet marketing industry. That’s shorthand for the way a website ‘feels,’ and how easy it is to navigate the pages and find what you’re looking for. Once you develop an eye for it, it becomes easier to visualize a Web presence that will feel comfortable and intuitive to your own customers.
Cover the Basics
If you were to think of your website as a brick-and-mortar building, then it would be easy to conceptualize the kind of solid foundation you need to establish before you can add any finishing touches. In the same way that homes and office buildings rely on poured concrete and beams, a business website needs the right domain name, hosting package and content to work around.”