In working with web design clients over the past several years, I’ve noticed there are a number of areas where we often forget to put our attention. What I’ve found is that a lot of clients have attention on having a great looking site. What they may not be as aware of, is that when you see a great looking site, there are probably a number of factors that have been worked out to make it seem like a “great-looking site”. For instance, how great does a pretty site really look to you, if it doesn’t tell you what you need to know? Or, how long do you tend to stay on it if it doesn’t speak to problems you want solved? Here’s a list of some of the top areas that could use more attention.

1. Unique Selling Proposition (USP). What is it that you’re selling? Why should people buy from you, instead of someone else? What problem are you solving for people, and how do you solve it? If you’re starting out, you’ll also need to affirm that there are enough people in your niche who actually need what you have, by doing market research. This should be reflected in your tagline. A generic-sounding tagline reflects a lack of thought in the problem-solution-result department–”Providing You with Excellent Service.” “You Can Count On Us!” “Only the Best!” Yeah, right. You need a tagline that expresses your core marketing message.
2. Market Research. Lots of startup companies, or companies branching out in new directions, don’t seem to do any market research first. But without verifying that you have a market, and that your USP is speaking to your market, you may waste a lot of time and energy. (See How to Use Social Media for Keyword Research, and also 5 Free Powerful Ways to Conduct Online Consumer Market Research to Find a Profitable Niche that has nothing to do with Keyword Research.)
3. Logo. People often forget that a logo design is a completely different thing than
   a website design. A logo is an expression of one’s entire branding, and
   should be easily reproduced over a large variety of media, to reinforce
   your image–letterhead, business cards, website, etc. (For a good
   discussion of this, see Why Logo Design Does Not Cost $5.) It will be repeated again and again ana again.
4. Site Maintenance. If you don’t want to have a stale site, you’re going to have to designate someone–at least once in a while–to update the site content. Will this be you, one of your employees, or your web design company? If it’s you, you’ll likely be using a content management system, or CMS. Are you trained in using these systems? Is training included in your plans and budget? Let’s be realistic: Even the easiest-to-use systems need to managed by someone, and mistakes can be made. Therefore, they will be made, unless some system is put in place to prevent this. (See Post-CMS Training.)
5. Copywriting. This is one of the most notoriously under-valued things of all time. The words that describe what you do, what you sell–why it’s different; how it helps solve people’s problems; what it will do for them–will make the difference beteween lots of business, and no business. Someone is going to have to write all the copy for the “About Us,” “Services,” and “Contact Us” pages. People really do want to know what you’re about, who you are, and why they should buy from you. They’re searching for credibility signs. If you can’t articulate this, why should they buy from you?
6. Photography. Now, most sites have some photography. But a lot use stock photography that is less than inspiring. Classic photos of generic people in business suits shaking hands over a conference room table, who don’t seem to have anything to do with what you are really offering, for example, are less than inspiring. The right choice of images can reinforce your brand and really help tell your story. And don’t forget to include a good photograph of yourself and your staff, especially if you’re providing services. The photo should be professional, but not too professional. It should express the image of yourself you want to convey to people.
7. Marketing Strategy. This is a whole topic unto itself. But,
   many people make an assumption that putting up a website will somehow
   bring them business on its own. Nope. Online marketing is efficient, but it is not without effort. People who succeed with it do so because it’s efficient.

Bookmark It

Hide Sites