Whether your business is brand new or has been established for 50 years, a website is a vital tool in attracting new clients.
Where previously you would rely on traditional marketing techniques like networking, these days you need to have a website to promote your business. However, it is not a short cut – you need to take your online presence just as seriously as your face-to-face work.
So what do you need to consider?
Consistency: A website is a unique opportunity for people to find out who you are, what you offer, what makes you different and your values, all in one place. They can see all this without having to speak to or communicate with you directly – so you have to ensure your website says everything for you, in exactly the way you want. If it is out of date, badly presented, full of errors or hard to understand, your potential customers will think your business is exactly the same.
Content: Creating a website is about much more than just getting the pages online – you need to fill them with inspiring content. From offering advice to commenting on the relevant news stories of the day, sharing your expertise is an important part of building your reputation and attracting new people to your business. Using keywords for search engine optimisation (SEO) is vital, but you also need to have a steady stream of new content for Google to keep coming back to your website. A regularly updated blog or news page is an easy way to keep your website fresh – and will help increase the breadth of keywords that your site ranks for.
Creativity: People will not read a lot of copy online, but they will spend longer looking at videos and pictures, so make use of them where you can. Share your top tips in a video or let people see behind the scenes of your business. Don’t allow your site to become tired: regularly refreshing the content and even the structure is important, to keep customers interested and to keep up with the latest technology.
If setting up or maintaining a website worries you, we can help. Get in touch to find out how we can make you stand out online.