There’s a bit of pressure on a business, any business, to have a website. Is your website there because you felt you should have one, or is it there as an active promoter for you and what you do?
Have a scan of your competition’s websites. You’ll quickly be able to rank them according to first-impression – the good, the bad, the ugly! Which ones do you think are a ‘positive’ for the business they are promoting? Which of your competitors have a website that encourages more business in some way? Put the competitor websites in order, best down to worst (find at least half a dozen).
Now take a look at your own website, and slot it into the rankings. Is it a website with a bit of information, or is it actually trying to ‘sell’? Does it give a good first impression? Does it tell visitors what you do and equally importantly, what THEY should do next if they want to find out more or even buy your product/service?
Your website is a business investment, which by definition means you should be getting more OUT of it than you put IN. It’s easy to say “measure everything”, but if you don’t already have a gut feel on whether your website is pulling in new business for you, then you need to find some easy ways to get that information. Ask people how they found out about you, whether they referred to your website, what they thought of your website if they did. Make it part of the conversation when you get a new enquiry or customer.
A poor website built just to tick something off a to-do list will lose you business as potential clients go elsewhere. A good-looking website built to encourage customers to do business with you is a business tool that builds and promotes and sells.
(Another way to look at website “investment” – how much do you need to sell to generate enough profit to pay for a $3,000-$5,000 website? Read the Price or Value blog-post to find out more)