A website is a key part of any business’s marketing. As small-business web designers, we see many of the mistakes made by well-intentioned but inexperienced business owners. At Orange Pixel web design, we believe that to be effective our client’s websites must…

1. Be up to date

An out of date site sends all the wrong messages to your potential clients. Does your site accurately represent what you do today, rather than what you did a year ago? Are the contact details correct? If you have a blog, when was the last time you posted on it?

2. Be targeted towards a specific customer group

Many websites fail because they try to be all things to all people. Targeting is the secret of a successful website. Start by asking yourself “Who is my ideal customer” – Describe them in as much detail as possible e.g. Age, sex, industry sector, income bracket, job role, company size etc. If you have more than one type of “ideal customer” then create a profile for each one. Only now can you create specific pages, sales messages and offers that will appeal specifically to those target customers.

3. Build Trust with the target reader

If a prospective customer doesn’t trust you or your product they won’t buy. Your website needs to demonstrate that you are a trustworthy supplier whose products and services will deliver the results they desire. The factors that build trust include; the credibility of the information on your “about us page”; the presence of “real”, high quality photographs of you, your staff and your products; an easily found landline phone number and a bricks and mortar address on your “contact page”, and the presence of credible testimonials.

4. Be easy to navigate

If the visitors to your website can’t find what they are looking for quickly they will “bounce” off to a competitor site. Your home page should show what you do so that they know they have come to the right place. It should also signpost them to the appropriate product or service sections. Think of it as your shop window. Your navigation needs to be clear and unambiguous.

5. Encourage the visitor to take action

To convert visitors into customers or leads you need to tell people what to do next. Ask yourself what do you want a new or returning website visitor to do on each page of your site? Phone for an appointment? Email for a quote? Sign up to your newsletter? Once you know what you want them to do, make sure you include calls to action in the form of links and/or buttons to encourage them to take that. Don’t leave it to chance!

And if you need some help, call our friendly Web development team in Portsmouth