Wanted to take a moment to announce the launch of the Somerset Primitives website.
The latest website designed by us here at 10T Web Design, Somerset Primitives is a full e-commerce website and is integrated with their Facebook page for one-stop news updates and easy user sharing. It also has tiled image galleries and the ability to post from basically anywhere with a smartphone.
Anyone who has made use of advertising knows the impact that it can have on your business. However, many companies are reluctant to advertise online because it is a relatively new advertising format. Why should you consider online advertising for your business? Well, here are seven off the top of my head:
So, how are your New Year’s resolutions coming along. Good, I hope. How about your business’s New Year’s resolutions?
What? You haven’t set resolutions for your business in 2013? Why not? It’s a great time of year to start fresh and see if you can attract new customers. Here are a few on-line based resolutions you might want to consider.
Give your business a new website. Been thinking about taking the plunge and going on-line? The first of the year is a great time to start a website before you spend the year’s advertising budget on something else. (You really should consider the costs as advertisement, because that’s exactly what it is.) More and more people are making buying decisions based on what they find on the web, and if you don’t have a website, you are missing out.
Update your business website. Already have one, but haven’t even looked at it yourself in the last year? You should. Out of date information turns customers off, and with a properly designed website, even a technophobe can post updates. I tell my customers that if they can Facebook, then they can learn how to post to their website, provided the website is well-built from the start.
Get social! Speaking of Facebook, does your business have a Facebook page? If not, get cracking! It’s totally free and a great way to build your customer base. Post about your specials, new products, or even industry news, just keep your business in front of your customer’s eyes. Once every couple of days is a good start. If you want to post updates every ten minutes, then you should go with a Twitter account instead.
Buy some advertising. Ever notice those ads at the top of your Google searches? You can do that, and they are probably not as expensive as you think, especially if you are already advertising on other media. Even a budget of a few dollars a day can make a huge difference in the traffic that your website gets.
So, tell me your name. Great, and what’s your email address? Awesome. Now, what’s your address, complete with city, state, and zip code? OK, daytime phone? Nighttime phone? Late-afternoon phone? Birthday? Oh, almost forgot, cell phone? Right, and your birthday again was? In what city were you born? Do you use an electric blanket? Electric socks? What’s your stance on beans in chili?
Overly intrusive forms are annoying, not to mention unnerving, to your visitors. After all, they just want to ask you a simple question and, to do so, have to give you their maternal, fraternal, maternal great-great-grandmother’s maiden name. Do you really need to know that?
In a world of Privacy Policies, the more information you require from your visitors, the more information you have to keep private. And, really, do you need five different phone numbers for one person? They just want to know if you have that hand-made scarf in blue.
Keep your contact forms simple, and don’t ask for too much information. Four to five pieces of information is generally enough to get the conversation started, and getting the conversation started is what you want.
Ask for too much information, and chances are the conversation it will never get going.
What do you want for it? What’s the damage? How much for this? What’s this cost?
How often do you buy something without knowing the cost ahead of time? Rarely, and when you don’t know the exact cost, you usually have an idea. If you don’t know the cost, chances are you’re not buying. The visitors to your website are no different.
I’ve found that if a website doesn’t at least give the visitor an idea of how much your goods or services cost, the visitor will either greatly overestimate or greatly underestimate the cost. If they overestimate, chances are you’ll never even hear from them. If they underestimate, chances are they will be shocked by your price when you make your pitch, and you’ll be wasting both you and your visitor’s time.
Even if they have done some research on the going rate, chances are they found that information out from one of your competitors. I don’t think I need to explain how horrifying that is.
I can already hear the service providers out there saying something about how the cost of your service is really dependent on what your client wants and each client wants something different.
I’m a web designer. Trust me, I know.
Still, you should be able to give potential customers an idea of what it’s going to cost them to get their project completed, and if costs can vary greatly, say so on your website. It’s better than saying nothing at all and leaving your visitors guessing.
Or looking up the costs on your competitor’s website.
Staying focused on your purpose is important. Your website has a purpose, too, and it’s just as important to keep your website focused. Different websites can have drastically different purposes. Individual websites can even have multiple purposes, provided that they do not conflict with one another.
Website fluff comes in all shapes and sizes, and what’s fluff on one website could belong on another. Before you have anything put on your website, first define your website’s purpose. Then ask yourself if what you want to put on you website helps carry out that purpose. If it does, great. If it doesn’t, either change the purpose of your website, or leave the content off.
Look, I know that cat picture you have is cute and all, but does it serve your website’s purpose? If you run a veterinary clinic, that cat might just be the thing missing from your website. If you run an electronics store, you probably should leave the cute little kitty on your hard drive.
Unless, of course, one of your employees helps place homeless cats in her spare time and this is the 1,000th cat she’s help find a loving home and you want to congratulate her on her continued efforts in the humane treatment of felines. Hey, it doesn’t always have to be about direct marketing.
Just make sure what you put out there falls inside the borders of what you want your website to do. If it doesn’t serve the purpose of your website, it doesn’t belong on your website.
Websites are, inherently, a very public thing. Anyone in the world (barring local filtering) can see your website. It’s enough to make many queasy thinking about people on the other side of the world having access to their phone number or, brace yourself, their email address.
Exposing your email address on a website does open you up to spam emails, but these days, many businesses have catchall email addresses anyway. If you have a catchall email address, the “I don’t want to get spam email” argument is already invalid.
Personally, I’m a bit of an on-line privacy nut. And with that said, hiding your business address and phone number has never made sense to me, since anyone can find the information on any number of government and yellow-pages-type sites.
If it’s on your business card, put it on your website, and make it easy to find. If your address, email, and phone number are not on your business card, it might be time to redesign those as well.
Hiding your business’s information usually only hides it from the people you want to have it: your website’s legitimate visitors. Not to mention that it leaves the impression that you have something besides your address to hide.
Ever been to that website that is visually just stunning? I mean, it just looks so cool. And then you try to use it to get some information, only to find out you have no idea what to click on and, when you do find something, have no idea where it’s going to take you.
There’s a term for it in web design: Mystery Meat Navigation. Much like the mystery meat in the school cafeteria of your childhood, it looks good enough, but it’s difficult to digest and there’s no telling just where you’ll end up afterward. As a side note, that’s exactly why it’s called mystery meat navigation.
These websites usually hit a home run in the first few seconds of interaction. After all, they really do look awesome. The problem with mystery meat is that visitor satisfaction quickly goes into the garbage.
Don’t ever, ever, ever sacrifice an effective user interface for stunning design. (Like, ever.) Your website provides its visitors with information. It might go without saying, but if your visitors can’t figure out how to use your website, they can’t use your website. Hundreds of thousands of websites use navigation bars to allow their visitors to easily find what they are looking for. They do it because it works, and if it ain’t broke, don’t fix it. As soon as it stops being useful to your visitors, it stops being useful.
In the real world, they put up big reflective signs that tell you how fast you are allowed to go. In the digital world, no such signs exist. Like a top fuel dragster on a quarter-mile strip, the speed of the Internet is only limited by the equipment and techniques you use. Also just like the dragster, faster is better.
At best, a slow website frustrates your visitors and prevents them from trusting you. At worst, they leave before the page even loads. Website load times depend on a variety of factors, only some of which are under your control.
Don’t go super-budget when you decide who is going to host your website. I’m all for saving a buck, providing that you’re not sacrificing quality hosting to save a couple dollars a year. If just one potential customer doesn’t get frustrated with your slow website and ends up buying from you, then you’ll easily pay for the better hosting.
Make sure that the design of your website is current. Websites that use outdated technology only get slower with time, and will sometimes stop working completely if the technology becomes deprecated. Be wary of web designers that only offer a limited maintenance period, as web technology advances pretty quickly.
Another heavy hitter is the size of the images on your site. Doubling the image size in each direction actually quadruples the size on disk (and in transit), so that an image that might take a half a second to load now takes two seconds. Double the size again, and it’ll take eight seconds.
Bottom line: keep it speedy. Don’t lose your website’s visitors before they even see your website.
You’ve invested all this time and money in a new dynamite website. You think it’s great, and your current customers have all told you how much they love it, too. The problem is, it isn’t generating any new interest.
Translating current customers into future customers is the holy grail for any business. Throughout the entire history of business, word of mouth is the only advertising form that has never went up in cost. There are fewer better feelings than hearing how much a current customer likes your work. One of them is hearing it from a new customer.
But, be realistic: We don’t call each other anymore, we text. We don’t mail, we email. We don’t network in person, we network on-line. The development of the Internet allows us to communicate to almost anyone in the world. The problem is, we tend to interact the same way with the person in Italy as the person on the next street. We have fewer chances to interact directly, but we have unlimited chances to interact on the web, so we have to harness word of mouth advertising in a slightly different way.
Facebook ‘Likes’ and Twitter ‘followers’ have the direct advantage of allowing you to contact current customers. If you include those fans on your website, you get the indirect advantage of proving to potential customers that people, in fact, do like you and would recommend you. It’s social networking’s version of the word of mouth.