So, you need a website? Of course. Every company needs an online presence in this wide world of web traffic. How else will customers find your Hammond auto repair business? Or your very welcoming hospitality business in Baton Rouge? But, before you start clicking and typing away at your very own do-it-yourself website, stop for a second.
Ask yourself one very important question.
Are you a Web designer?
Most people are not. It’s true, they make the tools very simple to use on do-it-yourself website templates. Some of them might even look somewhat cool. However, just as you are good at your particular industry, the eye of a graphic designer is a talent that is learned over many years of training. Certain colors bring out the emotions of readers, so unless you also have an understanding of color theories and how certain colors bring out those emotions, it could be very challenging to make it work.
Another point with having a professional website designer is in their ability to make your website intuitive. In other words, they understand how to make your website easy for your customers to navigate and flow properly, rather than just making it visually appealing. Many web companies actually perform tests and usability studies before actually launching a finished website. The feedback they receive from these usability studies empowers them to make changes that will lead to greater conversions and subsequently, more sales!
Do you know what you want your website to do for you? Of course everyone wants a site that will lead customers to that “Buy Now” button, but it just doesn’t work that way. Strategies are designed within the layout, content, visual imagery, color scheme and branding that will make a great impression. You could relate it to a subliminal music track that really moves you and that makes you listen to it over and over again, perhaps compelling you to take action. Or a picture that has other pictures built right into the main design. These little tricks can make customers fall in love with your business, rather than being bored, disinterested or even turned off.
The goal is for prospects to find you and be converted to customers. Content is another reason not to do your own website. If you’re not an SEO expert or a professional writer, web designer or marketer, then you are wasting your resources and time. Time better spent doing other things, like running your business.
In fact, you may be doing your business more harm than good!
Here’s the scoop. Like we talked about earlier, your website is out there for the entire world to see. It is the face of your business. And, often it is the first impression you make upon customers. AND, you know what they say. You never get a second chance to make a first impression. If customers don’t find you in the first place, you’ll never get that first impression and even if you do, many customers can tell the difference between a poorly done DIY site and a professional layout.
A good website is SEO optimized. A good website is constantly updated with new content. A good website is visually appealing and chock full of engaging content. Copy should be clever and captivating. Web pages should be easy to navigate. E-commerce stores need to sell — to every customer, every time. Social media should intertwine with all of your branding efforts, including your website. The goal is to drive relevant traffic, not just random people who will most likely never be interested in your products or services.
The bottom line is that a really good customer-facing website is a complex thing. You wouldn’t expect your customers to make their own candy, now would you? It takes an artist and an expert…maybe even a team of artists and experts…to design the kind of site that’s going to best showcase your brand and elevate your image to the highest possible level.
So, while you could take on the building of a website yourself, chances are it’s not within your core skillset. Even if you do possess a secret inner web geek, the time you’re going to spend building a proper website can only detract from the energies that you need to spend on other important things. Things like running your business!
