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• How to Maximise the Potential of Your Website?

  • Date: 05/11/08

  • Category: Web Design and Development

  A website should be more than just a gimmick; it should be an integral part of your business and, as such, should be carefully considered and well thought out. Your website is potentially your biggest marketing tool, a permanent advert and a showcase of your business to millions of internet users. Make the most of it.

  Whether you’re setting up or simply improving your website there are numerous things to consider. Use the following questions to help yourself get a clearer picture of what you want from your site.

  

  What do you want your website to do?

  Do you want your website just to be a showcase for your business? Do you want to be able to sell your products and services through your site? Do you want to create an online interactive community? Do you want your website to be fun or informative or both?

  Deciding on the functionality you do and do not want on your website is important. You need to decide what will best serve your business and what features are most applicable. There are many different solutions and features available; it’s just a case of deciding which ones suit you best.

  Have a look at other websites you like and see what you like about them, this can be colours, layout, features, its user-friendliness or the combination of text and image. If you have time, create a mood board and get all your requirements written down so that when you decide it’s time to create or re-design your site you can approach a design company with a clear idea of what you want from your site.

  How much are you willing to spend?

  If you’re a business just starting out or you have a tight budget, it might be tempting to go cheap on your website. Remember the importance of first impressions and with more and more people using the internet as their main source of information your website is an integral part of your business image. It’s worth investing more in the initial set up of your website; it’ll save you money in the long run.

  It may cost a little more but a bespoke website is custom made to your needs and will endure more successfully than a quick, cheap, generic template website. Whilst the initial outlay might be more you’ll spend less on getting it updated and maintained once the site is up and running. Of course the more sophisticated the website the higher the price but the rewards should be higher too.

  Think of it as an investment, it’s not just a case of getting your company on the web but ensuring your presence is what you want it to be. A poorly designed website can do more harm than good but a quality website will promote your business and encourage interest and custom.

  How much time do you have for your website?

  If you have a website with features that change frequently do you have the time and expertise to make these changes yourself? Many website design companies offer maintenance solutions which means that, for a fee, they will look after and update your website for you to ensure it stays in top shape. If you do want your website maintained professionally how often do you want your site maintained? Monthly, Bi-annually, annually or as and when you feel the need arises?

  Alternatively if you like a bit more of a hands-on approach, Content Management solutions provide an easier way updating the information on your site yourself. Although implementing a content management solution might cost a little more initially, if you have the time to give to your website it’ll save you money in the long run.

  How will people find your website?

  Once you’ve decided what you want from your website you need to consider how you’re going to maximise the potential, and make sure that people can find your site. Firstly, advertise your site in any avenues you’re already got open to you, include the website address on any promotional material your use, stationary, business cards etc. If you’ve had your website re-designed, advertise this fact. Use every opportunity to show your new website off.

  You also need to make sure that people searching for your services find your website. Most people will use search engines to find websites and this means your site needs to be ‘search engine friendly.’ Even if you have a brilliantly designed site, its potential is limited if nobody can find it. Search Engine Optimisation (SEO for short) is the method for increasing your position in the search engine listings but because results can’t be 100% guaranteed SEO doesn’t have a great reputation. Talk to website design and internet marketing companies and find out exactly what you’d be getting for your money, no one can guarantee you a top position so don’t believe them if they say they can. Find a company who is clear and transparent and won’t make false promises. Alternatively if you’re more hands-on and have the time, SEO is something which you can learn yourself.

  A few things to Remember:

  Spending more now will probably save you money later
  Know what you want your website to do
  Know how you want your website to look
  Work out how much time you’ll have for your website
  Make sure you promote your site and make it easy to find in search engines