Does Your Company Have a Website? Why Not?
In a recent meeting, I was astounded to learn of the number of companies in the NY/NJ metro area that still do not have a web presence. A website is not only one of the most inexpensive forms of marketing/ advertising, but it is also an important point of customer contact and connection. In a fast paced and mobile society, clients and prospects want and expect the ability to connect with you, your product and service from anywhere and at any time.
A website offers small business entrepreneurs the ability to provide its clients and prospects a 24hr a day, 365 day a year product and service information source. Gone are the days where your marketing and order taking efforts are limited to the time you or your staff are available to answer the phone, take a message, receive a fax, or answer an email.
A well constructed website should act as a virtual phone answering service, it should engage the prospect, inform them about you and your product and services, explain why you are the best choice for their business and give them multiple methods to engage and connect with you. In building a great website, you should answer the following questions for your customer: WHO you are, WHAT you do, WHERE you are located and the regions you serve, WHEN are your operating hours, HOW to contact you-phone, fax, email, , WHY the customer should do business with you.
The next step is consider the goal of the website, in what behavior do you want the visitor to engage? Are you building a Brochure Site which is an advertisement for your business designed to provide information about your company and your contact information. Or, are you building a Sales Site which is a brochure plus a component that allows customers to place orders and purchase your products or services on your site.
Regardless of which type of site you build, some basic rules to keep in mind in designing your website are: 1) The 7 Second Rule: The 7 Second Rule says that you have 7 seconds to convince someone to stay on your site and continue reading. This rule is applicable to every page; therefore, your most pertinent information should be at the top of the page and should include a call to action. 2) The Above The Fold Rule: Similar to the 7 Second Rule, the Above the Fold rule says that your call to action, sales message, features and benefits must take place “Above the Fold”- the line where your browser view ends and you must scroll down to see more.
When creating a marketing strategy for your business, a website should be at the top of your list. In the old days, you developed a logo, ordered business cards, stationary, letterhead and envelopes. Today, you develop a logo, order business cards and get a website.
Tags: business, entrepreneur assistance, How To, marketing, small business advice, small business consulting
