Info2000 Information Services - Website Development Wasteland

Keep your Website investment from turning into a wasteland!

by Karen Simmons

Recently, I’ve had several discussions with small business owners who are despairing over the state of their Web investment. They have the idea that their Website must have a good search ranking on Google for them to realize a good return on their Internet investment. This isn’t true. They are also being wooed and pursued by SEO (search engine optimization) services that promise to deliver improved search rankings and ultimately more business. This, also, isn’t necessarily true.

I did a Google search on companies offering SEO (search engine optimization) services and received almost 30 million hits. I think that’s funny because it follows that most of these companies don’t have a good Google search results ranking either. At 20 results listings per page, that means the top 1% of SEO listings take up the first 15,000 search pages. As most of you are already aware; if you aren’t in the first few pages of Google’s search results, or Yahoo’s or MSN’s, you can’t count on them to help you generate new business. The fact is that there is only so much room on Main Street and so many other factors affect your ranking, including the search ability of the user.

Before you start shopping for an affordable Web expert who will dazzle you with subjects such as keywords, backlinks, and search engine optimization techniques (all potential topics for later articles) consider my advice: first concentrate on improving your Website and better integrating it into your overall marketing strategy. This means going further than printing your Website address on your business cards and collateral materials.

Remember, marketing is an investment and not a line item cost for your business. Investments generate return while costs do not. Your utility bill is a cost and so is your cell phone bill. Marketing is an investment in the future of your business that drives revenues and profits. Marketing supports sales, keeps the business pipeline filled, and helps you weather the inevitable ups and downs of business and economic cycles. Many company Websites are a cost because they are NOT used to build customer relationships and to adequately (read: effectively and quantitatively) support sales.

I’ve witnessed many organizations, of all shapes and sizes, buy into the “build it and they will come” Website strategy. Many companies feel compelled to have a Website, then give its content very little thought beyond clever graphics, the most basic information, and how to contact their sales representatives. Your Website should be dynamic. It is an opportunity to build good customer and community relations and deliver what your customers are looking for.

If you concentrate on creating a really good, informative Website and integrate it logically into your overall marketing and sales process, you will automatically improve your Internet ROI.

Evaluate your audience: understand who they are and what motivates them to buy.
Develop content (answers and information) that matters to your audience. This may extend beyond your products and services – think about this and be creative … be innovative! Create “sticky” content (answers, information, and the real meat of what your customers are seeking) for the simple purpose of getting your audience to use your Website as a regular resource for information, even if you aren’t in the information business – show your expertise. This is a superb customer service and goodwill gesture that your customers will appreciate. It says that you respect their intelligence and their time. If you don’t, your competitor has an opportunity to fulfill their needs.
Clarify your purpose, printed collateral needs, and develop Website content that supports your sales staff, methodology, and cycle. Don’t forget to educate your sales staff on how to use your company’s Website for sales support.
Create a pleasant and soothing Website design and arrange content into an intuitive hierarchy of pages and sub-pages that is consistent throughout your site. This will allow your audience to easily find what they are looking for and will lower their frustration so they can concentrate on what you are really selling.
Consider ease of use and quick reference for your user first and search engine optimization second.

If you are confident that you have given your Website an effective tune-up, then do a usability test with an objective audience. Execution is everything and a thoughtful, well designed and helpful Website will outshine the “flashiest” and most expensive competitor Website.

The last and most controversial element in your Website makeover is adding your pricing. Jakob Nielsen, an Internet icon who publishes the legendary Top Ten list of Mistakes in Web Design says it plainly, “The ultimate failure of a Website is to fail to provide the information users are looking for.” And, that includes your pricing and product or service specifics. Otherwise, how will your customers know it’s your company they want to buy from? If your Web strategy is simply to elicit inquiries, your Website may turn into a wasteland simply from not addressing the most simple, basic questions your customers are looking for.

Consider your Website a sales representative that is working for you, nonstop 24/7. Arm it with all the ammunition to let your audience do some of the selling for you so you or your reps can close the deal. Be smart but bold so your customers accept that you have nothing to hide, that doing business with you is based on a foundation of trust – it works!

Free PDF Download: My Website Development & Usability Checklist

Karen Simmons
Info2000 Information Services
www.info2000services.com

Karen Simmons is a marketing consultant with over 20 years of experience working with the AEC Industry, small business owners, and non-profit organizations.