Is Your Website an Asset Or a Liability?
Remember back in the good ol' days when having a website was something every company needed and wanted? Websites were the wave of the future, and the dream of transitioning to conducting business onlíne filled our heads with visions of a revolution in the way commerce was conducted. With a website, a company could reach clients and interact with potential customers on a global scale. A website was indicative of a company's technological prowess, symbolic of the desire to innovate and evolve with developments in the industry.
Today, this mindset has changed drastically. We all know that we need a website, but many of us think that simply having one is enough. In fact, there is research indicating that many firms with an online presence haven't touched their websites in years. They haven't spent any time improving functionality and appearance, and they have yet to consider the basics of website usability and the inherent potential of search engine optimization. Of course, we all recognize by now that having a website is an essential business asset, if it's done correctly. It's easy to see that if your site is an outdated eyesore, it becomes a liability that hurts you more than it helps you. Conversely, a well-designed site can make all the difference. It's the first place users go to research your products and services, serves as a lead generator, a CRM tool, and even to make purchases.
We've all heard the adage about first impressions, and it's no secret that they're the most important factor in the way people remember their first encounter with you or with your website. On one hand, a well-designed, user-friendly website will showcase your business and your brand, impressing clients. On the other hand, an outdated and otherwise bad website can hurt you far more than it can help you. Potential customers will eliminate you as a possible vendor after interacting with your brand and substandard website for only a few minutes.
I'll utilize a real estate analogy here to expand upon this thought. You'll impress guests when they arrive at your home if it's clean, well-kept, landscaped, painted, and overall welcoming. But, if you arrive at a home that's dilapidated and falling apart with chipped paint and an overgrown lawn, you'll think a lot of less of whoever lives there. Are they lazy slobs? Maybe. Or maybe they just haven't had time to take care of the property. Either way, your first impression is less than positive. We all try not to "judge a book by its cover," but in an online atmosphere, a company's website is their cover, the digital face they present to the world, so in that case you can't not judge the book by its cover. After all, that's all you have to go by.
So this must leave you wondering: Is my website an asset or a liability? By answering the following questíons, you can find out if it's time for an overhaul or just some simple changes. Or maybe your site doesn't need any work at all. Ready to find out?
Content Is King
Links & Navigation
Search Engine Optimization (SEO)
Now that you've answered all of these questíons, you need to decide what to do next. Start with some competitve analysis to see what your competitors are doing and what you need to do to catch up. Then, survey users to see what they think and act upon that feedback; don't wait, evaluate and reciprocate.
So make as many changes as you can to improve your website, turning it back into a business asset instead of a liability, and watch as your web presence creates leads and ultimately sales that impact your bottom line.
SOLUTIONS TO SELL ONLINE
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