With Small Business being the lifeblood of the U.S. economy, and the website arguably the most important marketing strategy. What are the most important elements that make up Website Design for Small Business?
Goals – What are the business goals in terms of revenue, customers, market share etc. As Web Designers, this is what we measure our success on. A secondary set of goals should be defined specifically for the website. These include site visits, page views, time on site, downloads, form fills, etc.
Target Audience – Who are you trying to reach? One of the biggest mistakes we see with small businesses is that they haven’t defined their specific target markets. A hair stylist that says “anyone with hair”, or an attorney that says “everyone in business” is not a target. Identifying specific targets allows you to speak their language and provide answer to their problems, increasing your value to them.
Competition – How are you positioned against your competition? What makes you different or unique? What are your competitive advantages? If you have a small staff or are a solo-preneur, personal services is an advantage. If your business is larger, you may offer a team of specialists as an advantage.
Investment – Successful marketing requires time and money. It takes time to develop messaging, branding and strategy. Even if you outsource this, you need to commit time to review and discuss initiatives with your developer. It also takes money to build, manage and maintain marketing strategies. These should be viewed as investments, with the attitude of more is better. If I want more business, I’ll invest more into marketing.
Maintenance – How will the site be maintained? Who will be updating the content? A website needs to be updated regularly in order to be considered relevant to the search engines. What about backup, hacks, outages, patches and updates?
Track & Measure – Of of the great things about websites and internet marketing, is the ability to track and monitor activity and measure it against results. We can see how many people visited the site, how long they were on the site, how many pages they viewed. If they register themselves, we can obtain even more critical data.
These are just a few of the questions that we ask during an initial consultation. Our most successful clients go through an in-depth Strategic Marketing Planning process that maps out their marketing strategies and budget for the next year.
If you are planning a new website project, contact i360 Group for a complementary consultation.