I've decided to do a WTF series. In WTF blog posts I'll break down some of the tools and tricks of the trade us marketing consultants use every day when helping businesses develop and grow. Some WTFs may be familiar but hold some hidden purpose or power for businesses and some you may never have heard of. I'll start with an easy one. WTF is a website?
WTF a website WAS ten years ago is entirely different to WTF websites are today. Websites used to be a fancy business listing - contact details - this is who we are - ta dah! Done. But websites that stayed as static listings sat dormant and gathered virtual dust, eventually being buried by other businesses with their finger on the digital pulse.
The power battle to attain top search rankings and search engine optimisation came into play as businesses worldwide realised that we were going to be using the internet for much more than just reading. Now it informs us, entertains us, connects us, tells us where to eat and stay, how to cook, build a decking, remove lice. You name it, the internet covers it. Sometimes it's even our closest friend, knowing just what we need when we are feeling down, delivering us episode after episode of binge-worthy shows when we want to shut out the world for a few hours. Or is that just me? Anyhow, back to the websites of today.
Today websites are the first impression many people get of your business - don't pretend people don't judge books by their cover. As our inter-connectivity increases, our ability or drive to connect with people in reality seems to be waning. Do you usually pick up the phone and call a business straight away? Or do you check out their website first? Their Facebook page? Their online reviews? Do you then email them? Think about when you actually first encounter a human being who represents this business.
Think about the below questions and whether your business' website could do with an upgrade;
- Does your website look appealing and professional? If not, uh oh. If your website has words peppered all over it and lots of different messages your viewers may become confused. If you tell people who you are and what you do and where they can go next on your homepage you have it covered. Don't overload people with information.
- Can visitors get the information they are seeking easily and fast? Navigation is key. Think about what people would be looking for and make it easy for them. I don't want to feel like I'm on a treasure hunt when I'm looking for something. That gets really annoying really quick.
- A virtual storefront - don't be fooled - if you sell stuff on your site - you're delivering a customer service and a sales experience through your website. There's no person at the end of it so it's all the more important to make your customers feel comfortable and make their shopping experience simple and easy.
- A place to engage and connect with stakeholders - think about it. If you have a Facebook page, you're inviting people to join you at your little private party (so make it worth being at!). If you write a blog, you may be talking to your potential customers, every word on your website is a chance to connect with people who may want to engage with your business.
- Does your website invite people to take another step to get to know you? If the text on your website is clunky, rigid, unfriendly, boring, that's the impression you will give visitors to your site. So - have a read and make sure the tone in your text represents your business offering accurately.
- Do you know why people are visiting your website? If you don't, find out. It's the only way you can make sure you have what people are looking for when they land there.
A lot of businesses treat their website as just another business listing, knowing they have to have one but not really understanding why or the power that first impression holds for a potential customer. To get the most out of it, recognise that your website is your new "face" of your business and treat it with the attention it deserves!
Gemma Saltmarsh is a strategic, spirited Marketing Consultant and Business Coach. She provides clients with a range of business website packages and services. There's a low cost private 4 hour DIY website workshop for those who want to get their hands dirty to the Full Monty with all the text, search engine optimisation and other bells and whistles. Check out your options here.