Provided by George S. May International Company 

 MANAGEMENT GUIDELINES AND RESOURCES

Home > What Does Your Website Say About Your Business?

If you are among the Internet-savvy business owners who have merged their businesses onto the information highway, how can you ensure that customers will continue logging onto your website instead of veering over to the competition? Take an objective look at your website and find out what this valuable marketing tool is really saying about your business.

More and more people now have Internet access and are logging on daily to research everything from travel in foreign lands to local weather reports. A recent survey found that over 143 million Americans go online in any given month.

When customers click on your website, they are actively seeking information about your business. An effective website will draw them in, provide the information they seek and, most important, keep them coming back. But how can you be certain that your website is meeting your customers' needs? Log onto your site and ask yourself the following questions:

Is my website visually appealing, with interesting graphics and a clean design?

Or does it look like the kid next door worked on it in his basement? Nowadays anybody with a home computer and a template can put together a website. This is fine if all you are doing is posting a travelogue of your family vacation. However, a professional website developer is trained to create a site that is appealing to the eye, as well as one that works to benefit your business.

On the other hand, a site that is over-designed is just as repelling as one that is dull. Flash, or "video" introductions, for example, may look nifty but often take too long to appear on a user's screen. Most people expect a website to load within 15 seconds, maybe 30 seconds if they are really interested in what you have to offer. Any longer than that, and chances are visitors won't stick around to see what comes next. Visitors accessing your site through an older browser, a Palm Pilot or a cellular phone aren't even capable of viewing Flash. As with most things in life, moderation is important when using graphics on a website.

Does the website provide adequate information on my business?

Think like a reporter and ask who, what, when, where, why and how. Does the website tell visitors who you are, what you do, when you're available, where you're located and where your product or service is available? Does the content tell potential customers how your service or product can benefit them, and why they'll be satisfied with what you're offering?

Be certain that your site tells visitors how they can find out more about your business. Provide phone numbers for key contacts or use an interactive "contact us" form so visitors can submit specific questions or requests for additional information. Be sure to follow up on any requests immediately, even if it's just to say that you received the request and will be in touch in a few days.

Is the information on your website up to date?

Check your website regularly to make sure that all of the information is correct. Are phone numbers current? Are e-mail addresses and links to other sites still live? Is the information on your product or service accurate, or have their been changes in design, pricing or availability?

Is the text free of spelling and grammatical errors?

Is it easy to read? Copy that is difficult to read, hard to follow, or that contains misspellings and grammar and punctuation errors tells visitors that your business doesn't pay attention to details.

Am I adequately promoting my website?

Even the best website won't do your business much good if your customers don't know it is available. Once you have a website that is cleanly designed and clearly written, get the word out. Put your website address on business cards, stationery, direct mail and brochures. Consider putting it on promotional giveaways such as pens, mouse pads or sticky-notes that you can give to customers and friends. On the site itself, provide a link for visitors to refer their friends to your site.

With careful thought, thorough planning - and maybe the help of a professional web designer - your website can be on its way to capturing the attention of customers, and keeping it.

This information is compiled and provided by George S. May International Company.
Visit the George S. May International Company Web site to learn more about our services.