By Wendy Ward
In the mid- to late-1990s, it became clear that the Internet was here to stay and every company needed to have a presence on it. This led to many companies scrambling to throw up a website just so they could have one. Although many firms had every intention of updating the site in the future, this task often fell to the bottom of the priority list.
Now, there is a whole generation of potential clients who grew up on the Internet. In fact, the first place they check for background information on firms is their website. This is just one of the factors that drive home the importance of having a well-designed, user-friendly website that provides visitors with information. With an understanding of what items must be included on your site, you can make a few improvements to dramatically improve how visitors see your firm.
Why People Visit
One of the first things I do with any new company I learn about is to visit their website. In a few seconds, I can usually gather an accurate perception of the firm. You can perform this task by asking yourself some simple questions about your website:
• Does the site invite you to check out the latest news items, but the last news item is from two years ago?
• Are the photos and design dated?
• Is it hard to navigate the site to learn more about the firm?
If the answer to any of these is yes, it is time to update your site.
Websites are an excellent tool for dispensing a great deal of information quickly. Visitors come to your site to learn more about your firm, the services you offer, the type of projects you are capable of handling, and how to contact you. A Society for Marketing Professional Services study titled, "E-technology Survey Results," revealed that contact information is the single most important content requirement for a website. This finding indicates that contact information – including address, phone and fax number – should be placed on every page.
After you ensure that contact information is readily available and easy to find, quickly scan through the images on the site. Photos should represent the best that your company has to offer. Make sure they are clear, crisp images. If people do nothing else when they visit your site, they will review the photos and you want to make sure that the photos are representative of your firm.
Content Is Key
A common mistake that many make when developing content for their website is focusing only on their firm and never addressing the visitor. Your website should constantly demonstrate how you are able to meet the visitor's needs.
It is always wise to include case studies that highlight how you were able to meet a client's needs. Another way to showcase your expertise is by including client testimonials. We all love to read what other people have to say and satisfied clients are often the best way to sell your services and products.
We have all visited sites that have so much copy that they require you to scroll for what seems like an eternity. When developing the content for your site, keep in mind what it will look like on a computer screen. You have a precious few seconds to grab the visitor's attention so make sure your most important points are conveyed in the first paragraph. Keep the copy easy-to-read and full of information, not just fluff.
Getting started on copy is one of the greatest challenges many face when updating their website. While specific content sections will vary based on each specific firm, common pages include about us, products or services, projects or case studies, news and contact. Make sure your content is relevant and educates the visitor. A website is not an electronic brochure for your company; it should be much more.
Make Navigation Easy
One of the most important elements to consider during the design of the site is the navigation. Visitors should be able to browse through your site quickly and efficiently. Information should be easy to find or visitors will simply leave your site and move on to the next one. If you have a very graphically-oriented opening to your site that incorporates a program like Flash Macromedia, make sure that visitors have an option to skip directly to your site.
Regarding design of the website, visiting a host of other sites (both in your own industry and outside) can provide you with a list of features that you like and don’t like.
Keep It Current
Updates to website are a frequently ignored item. Too often, I visit a site that clearly has not been updated in years. If your website has a news section, it is important to update the information on a quarterly basis. Make sure the projects and case studies featured on your site represent the markets that you want to be in, and the quality of work you are capable of performing. Update these as new and better work completed.
While many find it difficult to track work leads to their website, it is an important pre-qualifier for your firm. A website that is obviously neglected can reflect poorly on your company and create a negative first impression. For every good website, there are two bad ones. By conducting a thorough audit of your website, you can ensure that your site stands out from the crowd and is a valuable selling tool for your company.
Wendy Ward is the Vice President of Constructive Communication. With degrees in English and marketing, Ward is the author of a variety of articles in the design, construction and facilities management industries. Email Wendy at wward@constructivecommunication.com.
Inspired to agree, disagree, or otherwise comment? We hope you will! Write a letter to RainToday.com here. Selected letters may be posted on the site.