[womenentrepreneur.com – July 2010]
Small-business owners are intelligent, driven and savvy businesspeople. But when it comes to understanding how the Web works, most of them have no idea how to use the Web to their business’s advantage. Most Web sites fail when it comes to delivering new leads, new clients and new revenue.
While every Web site presents different issues, here are the most common mistakes:
1. No Web Presence at All
It’s amazing how many companies doing business in 2010 have antiquated attitudes about the Web. The most common thing said is: “I don’t need a Web site. My business is successful.” Well, consider this:
Your competitors are online. A significant percentage of your target audience is looking for your services/products online.
A Web site is a terrific way to brand your company. You have the power to put your products, services and even your executives in the best possible light.
A Web presence lets you take control of your company’s reputation. If the only search results of your business links to somewhere other than your Web site, you put your brand in danger.
2. Not Knowing Your Audience
Many small businesses already have a Web site, but it has failed to provide the desired business results. The most common reason is a failure to go after the proper audience. They can begin to focus on their target audience by asking these questions:
• Are your company’s target clients/customers limited by geography (e.g., a Charlotte benefit consultant)?
• Is there a target demographic (age, ethnicity, income level)?
• How technologically savvy is the target audience?
Once we identify the target audience, your Web site should reflect the tastes and needs of that audience, and be marketed them. For example, if you are targeting 20-somethings, you might market heavily through popular social media (Facebook, Twitter, etc.).
3. Lengthy Text
Most people don’t understand that Web messaging is vastly different from print messaging. Competition on the Web is intense. If you don’t capture your audience in five seconds, they will flee to a different site.
Dense and lengthy messaging should be shortened to its essential elements. Once you deliver your message quickly and efficiently, you can then back it up with clear and intuitive calls to action.
4. Stale Content
Think of your Web site visitors as individuals engaged in an ongoing conversation with you. There are many Web sites where content hardly ever changes. Nothing kills a conversation more than communicating with a person who has nothing new to say.
On the other hand, when there is constantly new and useful information throughout your Web site, you give people a reason to keep coming back for more. This kind of “stickiness” helps create trust and inspires a loyal following… helping to turn visitors into clients and customers.
It also increases your ability to be found via search engines such as Google, Bing and Yahoo. Fresh content shows your Web site’s value and expertise in your industry.
5. Build it and They Will Come
The best Web site in the world won’t help your business if people don’t know the site exists.
The Internet is all about interconnectivity. People are always looking for businesses with great products and services, and they share the Web sites they like with others. To be successful, you need to tap into this Internet community.
The Bottom Line
Building, maintaining and marketing a Web site should not be a risky business. Small businesses either looking to create a new Web presence or enhance their current Web presence should work with people that understands the way business works on the Web. Professionals that have built and marketed sites that have actually enhanced their clients’ bottom line.