Sunday, February 5, 2017

“If you build it, they will come” was an original rationale for needing a website. This is no longer true. It can take a plethora of tactics to get prospects to visit your site, including search engine optimization (SEO), public relations, social media promotion, referrals, lead generation campaigns and much more.

This does not change the fact that you still need a website for prospects to learn more about ways you may be able to fulfill their needs. It is the website that serves as the first vetting platform, often determining whether a prospect contacts you or not. Therefore, a well-designed website is critical to almost all organizations.

What is a well-designed website? It is a site that empowers visitors. It:

  1. Is easy to navigate and find what a visitor seeks through:
    • Adherence to current standards and conventions
    • Easy-to-understand content
    • Consistent visual cues
    • Multi-directional access
  2. Works effectively on any device
  3. Offers helpful information and links
  4. Has easy-to-use functionalities
  5. Provides clear contact information

To further empower visitors, present the range of your offerings as early in their search as possible. Giving visitors quick ways to determine whether you offer what they are looking for will help keep true prospects engaged. It also allows you to channel visitors into the sections of your site that they are most interested in.This is, in turn, helpful for creating conversions.

A conversion is an action you would like a user to take. Large numbers of people visiting your website is helpful to building web traffic, but getting prospects to contact you, fill in a form, make a purchase, etc. —that is a conversion, and that is the goal.

A well-designed website empowers your organization too. How is a website designed more effectively for you? It is setup to:

  1. Reinforce your brand
  2. Make additions and revisions easily
  3. Automatically apply a single change across the entire site
  4. Schedule articles, news and events for auto-posting and auto-removal
  5. Track usage, information and analytics to facilitate decisions
  6. Provide separate development and testing platforms
  7. Be secure
  8. Utilize a readily expandable platform for growth
  9. Utilize open architecture for control

No home is right for all people and neither is one website. However, all websites should empower people to save time and find what they seek. Websites that empower people are not only appreciated— they foster success.

Archer builds custom websites based upon marketing strategies, which in turn are based upon business strategies. The results are remarkably unique and effective. As unique as each website is, the effectiveness is bolstered by an understanding of the empowering emphasis we apply to each and every site.