Your website should be the inside salesperson that never sleeps and is always selling.
…and if it isn’t then there’s a problem
It’s 2013 and if your website exists simply to show prospective client’s that you are a “legitimate business” there is a lot that needs to change.
The mentality of your prospective clients is changing. What do Purchasing Agents, Procurement Teams, Executives in need of Professional Services, Finance and Information Technology Processionals all have in common?
They turn to Google to find out how to solve their problems and where to look to find someone who can.
Today’s websites can’t just look pretty or pass a functional sniff test- they need to be engaging, easy to find and quick to offer a solution. More than anything else they need to be built with the mentality of an internet searcher in mind.
4 Considerations of a Website in 2013
How Easily Can Someone Find It? Is the site built in a way that makes it easy for Google to spider the content? Is the sitemap registered with Google? Websites today still serve a branding function but the best performing websites are built as conversion machines intended to lure in valuable traffic and entice visitors into the sales process. You can have the best website on earth but if your prospective customers cannot find you- you’ve wasted your time and money.
Is the Platform Scalable? Websites should be redesigned every 3 years at most. It is critical that companies maintain a relevance and progressive online identity. As such it is paramount that the platform the site is built on takes that into consideration. Wordpress might serve your needs (and budget now) but will it be stable enough as the functionality of the site evolves and the needs of the company grow. As much as 40% of our clients found that their existing platform was not the right choice and as such paid upwards of 50% more during the redesign as opposed to choosing the initial platform more carefully.
Is It Conversion Friendly? Internet searchers are inherently lazy and fickle- if your website stinks they will leave. Every element of the website must be looked at as an opportunity to convert a prospect into a lead. Proper call to action placement, color palate, page layout and navigation must be thought out and represent a singular vision.
Can You Operate It? If the day comes when you no longer like your web design vendor- can you leave? Most low cost firms develop in a proprietary system or arcane code. They leave a degree of ambiguity into how to change the site to maintain their own job security. You bought the site- you should own it and know how to use it. If you can’t- there isn’t a bigger red flag than that.