14.02 – Building A Website With Impact
Thousands of small companies get seduced into having an online presence, but quickly become disappointed. Often, in the rush to put together a website, they end up with little more than an online leaflet or brochure. The real value of e-commerce arises when you can buy and sell products and services online, and crucially, open a dialogue with customers. This interaction can be as simple as a strong FAQ section, a blog, or an invitation to ask for specific information.
Persevere because the benefits are almost always worth the effort. Here are a few of the advantages of having an online presence for a small business:
- Global Reach: You can reach customers worldwide without needing a passport, visa, or airport trip.
- Extended Working Hours: Your business can operate 24/7, 365 days a year, without increasing wage costs or overburdening your staff.
- Quick Changes: Online businesses can quickly and inexpensively update product and service offers or prices.
- Reduced Human Error: Eliminating certain transaction stages reduces the chances of mistakes.
For thorough insights into coordinating your website with your overall marketing plan, consider reading Stephanie Diamond’s Digital Marketing All-in-One For Dummies.
Deciding on Content
Producing content for websites can be tricky. It’s tempting to overload your site with copy, pictures, diagrams, and videos because it costs virtually nothing. However, less is more. Think about what you want visitors to do—place an order, ask a question, gather more information, see a demonstration, etc.—and produce clear, concise content to achieve those goals. Ensure your content is credible, original, current, varied, and concise. Readers typically ignore content beyond one-and-a-half to two-page lengths.
Keep your information fresh and informative. Nothing is more off-putting than outdated content. You can buy a news feed related to your business to ensure your front page is always current without additional effort. Check out LexisNexis for daily news articles categorized into various industries.
Designing The Website
If you use Microsoft Office, you can find basic web design tools in the Publisher section. For more comprehensive guidance, check out David Crowder’s Building a Web Site For Dummies. Alternatively, hundreds of packages help you create your own website, ranging from £50 to £650. Visit Top Ten Reviews for a report on the best website creation templates, and Web Wiz Guide for topics like page design, navigation, layout, and graphics.
Good website design is essential. Here are some dos and don’ts:
- Do think about design: Create a consistent visual theme and group elements together for easy navigation.
- Do plan your site navigation: Clear signposting is essential, with a simple menu on every page and a link back to the homepage.
- Do consider loading time: Check your website’s loading time globally using Uptrends.
- Do optimize for search engines: Build in keywords, tags, and markers to improve search engine visibility.
- Don’t use pointless animation: It can be distracting and slow down your site.
- Don’t use the wrong colors: Black text on a white background is easiest to read. Other colors can be harder to read.
- Don’t waste your reader’s time: Unless necessary, avoid making readers register on your site.
Checking Out Competitors
To get ideas, check out competitors’ websites and those of other admired small businesses. The Web Marketing Association’s Web Award showcases the best websites in each business sector. Also, visit The Good Web Guide for detailed website reviews.
Using A Consultant
Thousands of consultants claim to create websites. Prices range from £499 to £5,000. Use the Freeola Web Design Directory or Web Design Directory UK to find consultants. If working within a budget, consider auctioning off your web design project on People Per Hour. Ensure the consultant uses a widely used platform like WordPress so you can make small updates yourself.
Registering Domains
Having an internet presence requires a domain name, ideally capturing the essence of your business and aligning closely with your business name. Domain names come in various forms, such as “.com” for international/US, “.co.uk” for UK orientation, “.org” for charities, and “.net” for network service providers.
After selecting domain names, your internet service provider (ISP) can submit a domain name application on your behalf. Alternatively, use:
- Nominet UK: Registry for British internet domain names.
- ICANN: Maintains a world list of accredited domain registrars.
- Domain sellers: Such as Own This Domain or Names.co.uk.
- Free domains: Available through internet communities, though these often include the community domain name, which can be long and unprofessional.
Hosting Your Website
Hosting services store your website pages and make them available to any computer connected to the internet. Expect to pay a monthly fee based on your online content. Typically, less than £65 per month should suffice for most new businesses. Fasthosts offers deals like a free domain for one year, professional email, and 24/7 support starting at £1 per month for the first year.
By carefully considering content, design, and technical aspects, you can build a website that makes a significant impact and supports your business goals.
