Part 1: Websites

If you haven’t already done so, now is the time to be planning your marketing projects for 2010. But the very first thing you should do is review your existing tools and find out:

• Which tools can be improved
• Which need to be replaced
• Which need to be written off

All too often we grow overly attached to our logo, brochures, flyers, websites and other marketing tools, and our view of them becomes heavily biased. Sometimes it only takes one comment from someone outside of our company to point out some drastic design or marketing elements that are missing or need improving.

In this edition of the Hot Gossip newsletter, we’ll concentrate on websites (and don’t miss the end of this newsletter for the opportunity to win a free printed guide on No Nonsense Marketing for Small Business!).

Is my website working for my company or is it just a silent partner soaking up funds?

First off, if you don’t have a website then now’s a good time to be thinking seriously about getting one setup. Feel free to use our Website Start-Up Guide to figure out the best way to plan your website and then get in touch for an obligation free quote.

Now, if you have a website, it does not necessarily mean you’ve ticked the box next to “Website” on your marketing plan. There are an incredible number of sites out there that are just not fit for purpose.

Treat your website like an employee

Your website should not be seen as a poster that you put up in a street and hope people will read. Think of your site as a living, breathing employee of your business and expect the same standards:

1. Is your website growing with your business or is it getting left behind?
2. Does your website welcome new visitors with a professional appearance?
3. Does your website explain the benefits of your products/services?
4. Does your site introduce your visitors to your staff and premises?
5. Does your website encourage visitors to make contact with your business?

Before you say “Yes” to each of these, take a second look. Wipe all knowledge of your business from your memory and act like a prospective customer looking for your product or service.

Can you find your website in Google by searching for that product or service (exclude your company name!).

Once you’ve found your website, what are your first impressions? Are you treated by a site that looks unique and professionally designed or are you treated to something that looks like it was made in MS Publisher by an employee’s son?

Browse your site as if you were looking for more information on your services. Does the site give you enough information and encouragement to phone your company? Now try and find your contact details. Are they up-to-date and in a logical position?

Now, here’s a biggie, go back to Google and visit some of the other websites that have come up for your search query. Generally, these will be your competitors. Visit their sites in the same way. Visit at least four other sites and compare them. As a customer, which company would you contact? Would it be yours?

Here’s a little secret …

When it comes to websites, not many people out there are doing it right! Of all the weapons of choice when it comes to marketing, websites are the most intricate and complex of the lot and very few companies have the right mix of design and marketing principles.

The lack of effort your competitors may be putting into their websites is a fantastic opportunity for you to improve your website above theirs and so improve your conversion rates.

OK know-it-all! What goes into a good site?

What if someone told you there’s a free, simple, plain-English guide out there to the core requirements of a site with links to some really useful tools that every website owner should know about. You wouldn’t buy an expensive car without knowing how to fill it with petrol and where the spare tire is right?

Find the free website review guide on our website.

Fancy some assistance?

All of us small-business-types have got a job to do. We all specialise in a particular field and often have little time for other things. Well amongst our specialities is website design, maintenance and optimisation!

Once you’ve filled in the guide (or even before if you want to discuss it directly with us) give us a call or drop us a line for an obligation free quote to give your website a complete overhaul or even just a service and polish.

Posted on February 15th, 2010 by Wendy Riley-Biddle
Filed under: Marketing, Websites