Websites That Work

What Makes a Website Work?

When I engage in a website project I like to get a good understanding of the objective of the business and try to translate that into a website. Often times there is a disconnect between business objectives, functionality and design. In other words, most business owners want their websites to look good first and then they think about the objective of the website and the functionality needed to achieve their business goals. I believe there are three essential elements a business owner must consider when pondering a redesign or building a new website:

1. affordable – most independent business owners have budgets and contrary to some beliefs a successful website does not need to break the bank.
2. attractive – most business owners love the idea of and engage in the” design” of the site, this is the fun part where ideas and inspirations are shared. Your website should be your number one marketing tool and developing an attractive site that you can be proud of should be a priority. Your website should give visitors confidence in you and your business.
3. effective – Through the years, I have seen some beautifully designed websites but were not very effective. In my book, effectiveness comes first – you're wasting your time and money if you focus too much on the “eye candy”. Instead make sure your website does something for your business. Fancy graphics, special fonts and other nice to haves are useless if your visitors can’t find what they are looking for and accomplish what they want to do.

Having designed many websites we know there is a happy medium between these three key elements. Business owners should strive to achieve a balance between these three elements when thinking about a redesign or new website.

To get folks started here is a short list of the Top Ten Things that Make Websites Work:.

1. Use a platform that “you” can modify, update and control yourself
2. Make sure your site plays nice with Google, Bing and Yahoo
3. Incorporate a blog into your site – and commit to posting
4. Make it easy for potential and existing clients/customers to contact or communicate with you
5. Integrate social media – be social and have conversations with your customer and prospects
6. Develop a loyal following – fans, friends, subscribers…
7. Write content that helps your visitors – make it about them (NOT you)
8. Define a step by step marketing funnel – make it clear on front end and easy to use on the back end
9. Inspire your visitors to take action – what do you want them to do once they reach your website?
10. Install the tools to consistently measure, and evaluate your site
11. BONUS: Constantly review and refine your site – your site is a living tool that should be leveraged and not left to die on the vine