The vetting process starts here
There are many customers or clients who will go to a company website to check out a business first, before anything. To get information, get a sense of things, get in touch and so much more. It’s where impressions are made. Yes, sometimes that goes hand in hand with social media, another possible first stop in the vetting process. Is there a social presence, is it current? Is it engaging and interesting?
There are some businesses that elect not to have a website at all and rely only on social media for their online presence. That may be the future, but right now websites are where so many will find you and get to know you. It makes you credible. Without one, it raises questions on your legitimacy and professionalism - it feels unprepared and unfinished, whether you dig websites or not. A good piece of advice that often circulates in the web development world: your website is for your customers (not you)! So go for it, get that site up and running (or refreshed). And if social is your game, now you're doubly prepared for the world to love you.
Brand boldly
Showcase your brand, message and all your business stands for in one fell swoop on that wonderful website. Here, you are in the driver’s seat to steer customers and prospects to your vision and mission. Whether it’s a DIY site or a Word Press creation, you have lots of choices on how to develop, design and maintain your online home - with your branding front and center. Be ready - really ready - when you publish your website, too. It can evolve and be updated as often as you need, but make sure that first or latest version is aces. E-commerce not perfect yet? Press page not full enough? Portfolio a bit light? If you’re not ready and untested, don’t add it or publish yet. Otherwise you’re just wasting a visitor's time and giving that first impression a rocky start.
Traction and traffic
Now that your website is up and running brilliantly, you have a better chance of being found and connecting with patrons quickly and efficiently. Once you’ve added social media and e-news to the mix, you are constantly pointing folks to your site for more info, for that article you wrote, for the event you have ahead, the new products you just added...you name it.
Your website also provides useful information and one of the most important aspects of your business - where to find you. Don't be shy here, have your location and contact info (and hours) easily found. And since your website is open 24/7, it’s such a convenient way for customers to “visit" you online and for you to keep them up to date on relevant info. If you have an event, a workshop, a special or a new hire, you can easily add this info to your site so it's always fresh and ready for view.
New ways these days
Websites are essential. Have one! It can be simple, short and sweet or as comprehensive as you need it to be. Good design and content matters (do it well yourself or hire the right specialist). Communication is key: provide your location, hours, a way to get in touch, sign up for your e-news and more. You may still focus on mighty instagram for almost everything, but at least your website will be working for you behind the scenes - or at the forefront - while you’re blazing online trails. And one final piece of advice: do drop the "www" before your web address whenever it's presented. That prefix is simply not needed anymore and now completely outdated. We know that’s not you at all!
(published 2024)
