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Why Some Web Sites Dont Work And What To Do About It

I received a real grilling from a potential web design client today!

He reluctantly wants a redesign of his existing web site. When I say reluctantly, I mean, he´s being persuaded by his marketing people to create a new web site.

His positioning statement was, "Our current site gets few visitors and costs me more money than it makes me. I need that changed".

The Reasons Web Sites Don´t Work

I´m sure There are loads of businesses in the same position as this potential client. They´ve probably had a site built a few years ago, put it up and forgot about it, then wonder why they haven´t received the benefits they thought they would.

The main reasons web sites don´t work are:
1. No-one knows the web site exists
2. Searching doesn´t find the site
3. The site content is poor
4. The site doesn´t promote trust
5. The site doesn´t encourage visitors to buy

How To Make Your Web Site Work

There are a number of important actions you can take to improve the success of your web site:

1. Market your site using online and offline marketing
2. Ensure your site is search engine optimised
3. Make your site customer focused with superb content
4. Ensure the site looks great and promotes security and privacy
5. Sell your products or services directly through your web site.

Making web sites work is a joint effort between the web designer and the site owner. You can´t simply put a site on the web and expect people to turn up. You have to work at it. And, given our top 5 reasons why web sites don´t work, here are my top 5 tips to make sure your site does!

1. Market your site using offline and online marketing
Make sure your web site is mentioned on all your promotional materials - business cards, letter heads, brochures, van signage, shop signage, etc. Add your web address to the signature of your email messages. Add your web address to any postings you make in forums, blogs, online discussions, etc.  Keep your site´s address foremost in your customer´s mind.

2. Ensure your site is search engine optimised
Whilst your site should be completely customer focussed (see point 3), it should also be built with search engines in mind. There are a number of steps that can be taken to improve search engine placement. Ensuring that appropriate keywords have been selected and that these are present in page titles, headings, content, incoming and outgoing links are just some of the most important elements of search engine optimisation. 

If you´d like help with Search Engine Optimisation, then please call us.

3. Make your site customer focused with superb content
Write your content for your customer. Identify his goals, needs and wants and ensure your content addresses these and speaks his language rather than yours!  Remember, the site is not for your consumption, but for your customer´s!

When we design a site, we go through a process known as Persona Development.  During this work, we help you identify the main category of visitors to your site, their expectations and goals, and how to ensure these are met.  This leads to a site that has well thought out content and structure.

4. Ensure the site looks great and promotes security and privacy.
How a web site looks and acts is usually taken as a reflection of how professional a company is. Your site doesn´t need to be the ultimate in artistic design or technically brilliant, but it should be professional enough to present your company in the best light.

It is very important to ensure that all links work.
Build trust by ensuring you give clear indication on who you are and how you can be contacted. If you are collecting information, ensure you specify how it will be used and who will have access to it.  Show your customer that you are expert in your field and trustworthy to do business with.

5. Sell your products or services directly through your web site.
There are plenty of free and low cost off-the-shelf shopping and payment systems. eBay and Paypal now offer sophisticated systems that anyone can sign up to and use at reasonable costs. If you have a product or service to sell, consider how you can allow your customer to purchase directly through your site.  The cost of sale can be remarkably low if you sell online!

Please call us if you´d like to discuss how Inspired could design your web site for increased success or if you´d like to discuss any thing in this article!