You and your website
Developing a good website can be a great marketing tool, and, once you’ve launched your services online, your website will lead to constant exposure at a fraction of the cost of more traditional forms of advertising.
Be mindful, however, that a badly written or designed website could damage your reputation. So if you are planning to set up a website, take a look at the following tips to make sure you get it right.
Domain name
If you work through a company, use your company name if you can. If your chosen domain name has already been registered, either try different options like using a different top-level domain name (.com, .co.uk, or .eu) or shortening your company name or adding a description of the services to the company name. If you are stuck with finding a name, you can always try contacting providers of pre-registered domain names. Although this is a more expensive option, but may guarantee you get the right name for your company.
Your website needs to consolidate your branding so use the same domain name in your email address.
Design
When putting your website together, you need to take care over its visual and written style, and make sure the overall site highlights your good points and explains clearly the services you offer. If you are not a web designer, it may well be worth contracting one to help you create the right impression.
• To keep your brand consistent, use logos and colour schemes that match your letterhead and business cards.
• Your site should be easily navigable and clear. Use dark text on a light background for easy readability.
• Use a fixed window size so that your site will look good on computer screens of various different sizes and resolutions.
• Avoid having too many scroll bars – they can be irritating, and may indicate that you have put too much information on one page.
• Don’t try to be too elaborate. Unless it is core to your business offering, avoid complex animation as it can take too long to load. However, do make sure the format and presentation of the site is varied to keep readers’ attention.
• Once you have prepared your site, check that your website works on all browsers, including Internet Explorer, Firefox, Safari and Netscape.
Website Content
Many potential clients will check you out first via your website so you need to make sure your business seems vibrant and dynamic, and your services are explained clearly.
Andy Stern who runs a copywriting and communications business (www.analyticacommunications.com) says “Websites need to use simple and persuasive language that engages potential clients so that they want to know more about you. You need to use language strategically so that you can increase traffic to your site and ultimately generate more business.”
Make sure you consider the following:
• A main reason why you have developed a website is to bring in more clients, so think carefully about your target market, and ensure the text is written with this audience in mind.
• Make sure the text highlights the positive impact your work can have, rather than just explaining your services.
• Testimonials from satisfied customers will be more trusted than your own description of what you do, and will have significantly more impact on a potential client.
• Consider providing ‘free’ information relevant to your area so that clients see you are an authority on the subject and are prepared to add value to your services.
• Check that your website text contains the right type and quantity of key words so that search engines will pick it up and link people to your site.
For further information on using your website as a marketing tool, see Promoting Your Business on the Internet.
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