1. Be clear about the one purpose your website is for. For example, is it to provide lots of detailed information like a comprehensive brochure, or is it just to encourage people to contact you, because they are curious and want to find out more? A brochure site may be appropriate, but if you give people all the information you can, they may make up their mind without ever talking to you. That can be good or it could be bad - which would you prefer for your business?
2. Websites need to be simple. The fewer clicks required from a customer, the more likely they are to remain interested in your site. Research has shown that the easier it is for people to find the information they need, the better. Too many visitors to websites get to the first page and then either don't know where to go to find the information they want or think it will take too long or think it is too difficult, so they give up and go somewhere else. There is a surprising amount of psychology involved in website design!
3. Can you persuade other websites to have a link to your web site? Not only does this give more people easy access to your site, but it helps push your website up the listings on the search engines. Try to arrange mutual links with sites that are related to your product or service. For example, if you are a cake maker, could you arrange a mutual web link with a Florist? Note that links to or from irrelevant or poor quality websites create a poor impression and can have a negative impact on your business.
4. Decide what sort of style you would like on your site to create maximum impact. Is your site to be serious and professional or do you want to use humour and informality? There is no right or wrong here, it is whatever suits you and your business. Be consistent throughout your website though to maximise the professional impression. What sort of graphics do you want to use, and do you have excellent quality photos and images?
5. The best website in the world is useless unless someone actually visits it. Think about how you are going to attract visitors to your site – it is unlikely that someone will just happen to find it by accident. Think about traditional and web based advertising, putting your web address on all your literature, and contacting all your clients so they know about your site.
6. Ask for feedback about your website, and recognise that your site is a dynamic thing – it is never ‘finished’. Websites must be updated and changed regularly or they become tired looking and out of date very quickly and customers will assume this reflects your business.
