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A lot. Your website says things about your company that words can’t. Your potential customers have many options available to them and you have ONE shot to leave a lasting impression. You only get one chance to appeal to them so you have a chance of being top-of-mind when they’re making a decision to do business with you. If your website fails to make the correct impression, you could be missing out on the high-quality leads you need to take your company to the next level.
The modern individual is consistently overloaded with information every day. They will judge your entire business from the few seconds they have to glance at your website. So, whatever your website tells them will be the impression they get, regardless of how accurate. Imagine driving by a store-front of two similarly-priced competitors. One looks great, fresh, clean – the other looks drab, old, outdated and cold. Which would you shop at?
Your Website is Your Brand
Your website is the face of your company. It represents your brand and values. If someone wants to have get an idea of what your company does and who you are, the first thing they will do is check out your website through a Google search. Users will judge how credible your business is based on your website’s design and the message it sends. They will look at your website and instantly perceive trustworthiness, reliability, and authority level in your market. Their perception may not be a correct representation of your business. And that’s not good. There’s a reason why companies spend millions of dollars on design, messaging, their look and feel, and their digital presence: to be top-of-mind. You only get there if you’re website and messaging strikes a nerve in your prospect.
Your website plays a major factor in how your customers are going to perceive you. The fact that the cornerstone of your entire brand is represented by your website means it requires the same effort that you would give to other aspects of your business.
The Importance of Website Re-Designs
A perfect website three years ago is on-its-way-out today. Technology shifts so fast that it can be hard to keep track of everything that changes. New devices, faster internet speeds, and the ever-changing social media landscape mean that you need to evolve online with your customers. If you’re not rebuilding your website every few years or doing constant iterations to improve usability, conversions and putting effort into your site’s KPI’s, you should be.
Also, over the years your specific business goals change. Your website should always align with your specific tangible business goals and be constantly optimized to meet them. It’s easy to move forward with your business but leave the website lagging behind, and that TOO, is not good. I ALWAYS recommend having a web developer on retainer to handle iterative updates and keep your website, search engine presence, reviews and other machine cogs turning at all times. Your website is open 24-hours a day, seven days a week.
Check out just a few of my homepages over the years. You can see as I honed my craft, professionalism and process, my website reflected those changes in my business (or goal, which was in 2014 to get a job at a big ad agency, which I did).
Your Website is Your Online Presence
Even if your business isn’t directly related to technology, that doesn’t mean your online presence shouldn’t manner. Your clients will come to know of your business through online searches, whether they are done through a desktop or through a smartphone. It is crucial to ensure that your online presence provides an accurate depiction of your business, your products and services, your company culture, outreach and everything else you do that would make somebody want to do business with you.
Websites Evolve with Demographics
Your target demographic will inevitably shift at certain points, and your wesbite needs to keep up. The most successful businesses understand that demographics and target markets can shift, and these shifts require swift responses – otherwise, you risk wasting money and resources.
If you are targeting the wrong customers, then your competition has a chance to get an edge on your demographics. Your approach must be proactive, rather than reactive.
The Importance of Evolving with Trends
Trends and styles are continually evolving. These changes can happen quickly, and it can be hard to keep up. The advantages of hiring a freelance web designer in Houston, Texas, like myself, is that it’s my job to keep up with the trends so that you can focus on your business.
An example of a trend in the last few years has been the explosion in not only smartphone use, but mobile search, which added a greater emphasis on ensuring that websites are responsive. You can view some examples of mobile responsive re-designs in my portfolio. Believe it or not, half or more of your website visitors are likely on a mobile device.
Investing in Your Online Presence
The importance of an online presence continues to grow. An investment in your digital footprint is crucial for your business to remain sustainable in the long-term. It does not matter what type of business you have; in 2019, you must properly manage your online presence. An investment in your website is a direct investment in your future growth and potential.
Good marketing only works with a good website. You can spend a lot of money to send people to your website, but if you’re not converting, you’re wasting money.
It is essential to give your website the attention it requires. Invest in your business’ future by retaining a professional web developer to ensure that your website is making the right impression. Schedule a call today, and we can discuss how your website and digital marketing can be better optimized to meet your goals.