Russ Dalbey's Blog

One of the most important tools for any business is a web site. I think this is particularly important to the small business owner, especially if you have the ability to work with customers outside of your local area. It’s pretty easy and inexpensive to set one up these days.

But, as you may have experienced, there are many web sites that aren’t effective at doing what they should do: act as an online, worldwide ambassador for a business, and just as importantly, help grow and market that business.

I’ve worked with my in-house marketing staff to give you these helpful tips for creating a web site that has maximum effectiveness for promoting and positioning your enterprise.

1. Your web site should convey that you are a professional and explain what your business does. It should make people feel confident about doing business with you. But, don’t forget that the site isn’t really about you; it’s about YOUR CUSTOMER. Make sure your text makes it clear what you can do FOR THEM.

2. A web site should be user-friendly and technically efficient. The design should be logical and easy to navigate. People get frustrated quickly with sites that are complicated; they’ll leave your web site if it takes too long for them to find what they want.

3. Do some research. Look at other sites: what do you like? What catches your eye? What makes sense to you? When examining other business’ web sites, ask yourself: would I come away from this site with a positive impression and be compelled to do business with its owner?

4. Write a “wish list” of what you want your site to be. Consider the basics, like graphics, color and the use of logos. Remember to always keep the user in mind: what would they want your website to do? Will your users be frustrated or distracted by the website’s design?

Start with your home page – the page that introduces and describes YOU and who you are and what you offer. From there, add the links that make sense, such as: “services/products,” “past clients,” “current projects,” “how to contact me,” etc.

5. Pick and register a good domain name. This is the address Internet users will type into their computers to get to your web site. Keep it simple and easy to remember. Shorter is better.

6. Don’t hesitate to hire a web designer to create your site’s look and content. A professional designer has the knowledge and experience to infuse your site with the right spark and flair… plus, they understand all of the technical aspects as well.

Let’s face facts; most of us aren’t cut out to build websites. The money you spend to have your web site built by a professional will pay you back over the long term, because a properly designed and marketed website will generate more customers than you could have brought in without it.

7. Ask others to look through your web site and give you feedback. Their opinions could point out flaws and problems you wouldn’t have recognized by yourself.

8. After your site has been designed, tested and hosted, don’t forget about ongoing maintenance. Ever come across a website that obviously hasn’t been updated in years because of all of the outdated information? That’s exactly what you DON’T want.

To establish yourself as a cutting-edge, intelligent, energetic, professional businessperson who offers something no one else can, you must make sure that your site communicates that exact persona and image. Make sure your web site is always up-to-date. Remove all outdated materials and information on the site as soon as possible.

Creating an effective web site might sound overwhelming at first, but it doesn’t have to be. When you’ve done your research, you’re clear on what both you and your customers want, and you’ve enlisted the help of a competent, talented designer, it’s more than manageable.

AND, it’s worth it. Having a dynamic and accessible web site can be the most critical part of your business marketing for continual growth and profitability!

Warmly,

Russ
Founder of Winning in the Cash Flow Business
Dalbey Education Institute 

Founder of Winning in the Cash Flow Business