Visited Your Website Lately?

Have you visited your website lately? Recently I selected business prospects from a mailing list of local companies. I specifically looked for small businesses that either did not have a website or had a website that needed improvement. I must admit, I was very surprised at the results of my research. For each business I selected, I Googled them to find their domain name (and also to get an idea of how high their search engine ranking was). I’d then go to the site itself for a few minutes and look around.

Objective Website Review

My research really made me wonder when the website was last visited with objective eyes and analysis from a company officer. On each site I visited, I asked myself the same questions I would pose to the website owner if I were meeting with him or her:

• Did I like the site’s graphical look?
• Was my immediate reaction “Wow!” or “OK to adequate” or something even less?
• Was it obvious from the home page what the organization’s primary business is?
• Were the menus and action links obvious and easy to navigate?
• Was the “About” menu option easy to find, and was it well-written?
• Was the website content clear, concise, and up-to-date?
• Were the website functions specific to that company, and were they well-developed?
• And most importantly, did the website reflect the organization’s business and marketing models?

The Power of First Impressions

I noticed the first two points listed were about the first impression of the site. How important is that? It is everything to your target demographic. Most visitors will have made their judgment on your website within 3-5 seconds.

If the website is not graphically attractive (in many ways like a good TV or print advertisement) then you may just have lost that prospective client there and then.

It’s Not Just About Having a Website

In the first generation of the Internet, the name of the game was simply to get a website. It was almost magical: “Oh yes, we have a website—and you can find that information on our website.” Now it’s not just about having a website, but about having a great one.

Your website is a permanent, 24-hours-a-day, seven-days-a-week advertisement and is your company’s most accessible, cost-effective, and important advertisement. No doubt about it, your website has to look great.

Defining Your Business Clearly

Part of having a terrific home page is that the visitor sees very quickly what you do. Whether it’s “We Sell Coffee” or “We Sell More Than Coffee” or “We’re the Best Coffee Brew in Kalamazoo,” the website should succinctly describe the company in its title line and then primarily in your page header.

Authentic images, versus stock photos, are an important aspect of identifying you to your demographic. If your visitor spots recognized landmarks on a realtor’s website, that recognition will reinforce the message that the realtor knows his or her area.

What Lies Beneath the Surface?

Once we have judged the website’s general look and feel, the next key to analyzing a website is to look at the design and functionality, with a focus on discerning what the site is attempting to accomplish with regard to its visitors.

Try to look at your business’s website with fresh eyes, or better yet, sit down with someone unfamiliar with your site and gather objective comments.

Navigation Must Be Easy

Let’s say I like its look and decide to continue my visit to your website. Let’s say you’re selling real estate, and I am searching for homes—I had better find the search options REAL QUICK.

Effective menu design is key to allowing both new and returning visitors to quickly access what they are looking for. Make sure your navigational menus and links are easy to find, easy to use, and absolutely relevant.

About Pages Matter

When I go to a website, if I don’t know the organization, I look for the “About” menu option. If you don’t have this option, you have probably lost me.

The “About” page should include pertinent details: How long you’ve been in business, when you were founded, who you serve, and your primary and secondary lines of business. In 10-15 seconds, I should have a good feel for your company.

Good Content is Non-Negotiable

Your website content is critical and sends loud messages to your visitors. I am constantly stunned when I browse through a website and see the big “COMING SOON” notification on key pages.

Once a visitor likes the look of your website, then content is king. Content Management Systems (CMS) allow you to update your site yourself, so there’s no excuse for sending the message: “We couldn’t be bothered putting basic information on the site.”

Website Functions Must Support Your Brand

Many websites today have third-party or additional software. These functions are quite often why the visitor has come to the site in the first place.

If a visitor likes your site and suddenly is redirected to a completely different design when shopping or searching, you risk losing their trust. Integrating third-party software into your website can deliver great returns if done properly.

Does Your Website Reflect Your Organization?

Putting all the different aspects of the website together, you really end up with the key question: Does your website reflect your organization?

When I visit your site, it’s like I am visiting your organization—walking into your foyer and being greeted by your staff. Is that experience translating through your website?

Your Website is Your Best Salesperson

Your website should be (and will become) your Number One Salesman—one that doesn’t get a commission, doesn’t take breaks, and consistently delivers a professional message day and night.

Swing by your website today and ask yourself some tough questions. It might be the most important thing you’ve done for your company in quite a while!

Cheers Mate,

Peter Beare – Webmaster

Peter Beare is CEO of BeareWare, a Website Design & Development Company located just outside of Nashville, Tennessee. Since building his first website for a local sports club in 1998 Peter has been a webmaster. Over the last 10 years Peter’s duties with BeareWare have included website planning, design and development, website marketing and sales, as well as database application programming & project management. But when all is said and done, Peter is still a webmaster and this is “Interview with a Webmaster“.