Perhaps you’ve seen the latest television ad by a company that offers free website design. And if you go online and google ‘free website’ you get over 4 billion results.
If you’re a start-up or small business, a free website is a great way to get your dream off the ground. A professional website design
is as necessary as a business card in today’s marketplace. Without one,
you loose credibility in the eyes of your prospects and the ability to
attract customers/clients outside of your geographic region.
However, like all things ‘free’ or
‘cheap’ there are a few catches that as a business owner you need to be
aware of if you are serious about growing your business online.
Before signing up with one of those
discount or free website providers, here are 5 points you need to know
before spending the time and effort building a website your self.
1. Welcome to the jungle – how to stand out Nowadays,
pretty much anyone can put together a website. By the end of 2014,
there will be over a billion websites online. (Source: Internetlivestats.com)
Like a car that has four wheels, doors, windshield and an engine, the
template for building a website has pretty much been standardized. A
website has a nav bar, logo, footer, buttons, home page, secondary pages
and a contact page and maybe even a blog. There isn’t much you can do
in way of convention to change it. What this has done is driven down
price and forced designers to work on price and not value, essentially
making web design a commodity. This causes an inefficiency between
business owner and developer in that now, you are paying for the cheapest price but not necessarily getting the best value to grow your business.
This discrepancy causes a gap in your efforts to achieve your goals and
solve your problem of generating revenue. Without the eye and talent of
a design professional—your site at best—hangs on the precipice of
mediocrity. Free templated solutions do not reflect your brand or unique
story in way a professional, strategic-based design can.
2. It’s all about the brand As
a business owner you need to understand what makes your brand
different, not just from a product or service standpoint, but from a
customer standpoint—especially if you are in a competitive industry.
This can only be accomplished by understanding who your buyer persona is and how your brand strategy connects to your customer. Who are you? Who needs to know? How will they find out? Why should they care? Every brand must answer these 4 questions.
By being able to answer these questions, you will be able to write
content specifically for your customer that allows you to connect and
humanize your brand through your website.
3. Content is key Your
website is just another page floating in cyberspace unless it educates
or solves a customers or clients problem. The quality of your content
will determine if people stay or ‘bounce’ from your website. Content can
come in the form of videos, text, infographics and imagery. Better
content is proven to keep your visitors on your site longer and builds
trust so they warm towards your service or product offering. (SOURCE: Hubspot).
4. Trust is paramount One
of today’s biggest hindrances to getting customers is the ability to
demonstrate that you can be trusted. I think a fair judgment would be to
say that skepticism is at an all-time high due to the continuing
fallout we see in our society via the news media. Websites with shabby
written content, overused stock photography and low-quality content will
often cause potential prospects to leave your site. You must show
social proof, a physical address, the people in your company and case
studies on how your product or service is being used. The quality or
lack-there-of in design can either inject instant credibility or disgust
in your visitor.
5. A website doesn’t guarantee you’ll be found The digital game has changed thanks to Google. Recent algothrim changes
have sifted the wheat from the chaff on search engine results pages
(SERPS). Only sites with relevant content will be ranked higher. Higher
rankings mean more traffic, which mean more leads, which means more
customers. A website isn’t enough, its just the beginning. What good is a
website if no one is able to find you? If your aim is to have a
website, then mission accomplished, but if your goal is to build a business — then the ability to generate revenue becomes job one.
Only through creating fresh relevant content, remarkable content
offers, and then optimizing that content for search engines promoted
through social media will you begin to generate traffic and ultimately
leads that convert into customers. According to Google, “Our
guidance to webmasters is the same as always — we encourage original,
high-quality content, since that’s what’s best for web users.” Notice, they didn’t say website. (SOURCE: Forbes)
Final Thoughts I
understand that coming up with $1-5K for website can really pinch the
bank account these days. Everything is changing and what was working
yesterday is different today. If you don’t have a large budget, by all
means go for a ‘free’ or ‘cheap’ website, but if you have the means,
it’s well worth your investment to invest in a professional website design and do it right. There is no better time than right now to do it right.
Having a website isn’t what sells your services, great content does.
If you have a ‘free’ or ‘discounted’ website and need help generating
traffic, lead generation, customer acquisition or ROI analysis, contact us for a free Inbound Marketing Assessment.