7 Vital changes that can transform your website
– By Jonah Ulebor

Many website owners naturally expect that their website should automatically begin to create new business for them after they have spent hundreds and in most cases several thousands of pounds. They suddenly find out that the website is not making a major difference to their business and wonder why. This brief article suggest 10 areas you should look at in your website and possibly small changes here and there could make the desired impact that you hope for. This will result in a better website with the potential of more long term visitors and increased sales and credibility for your company.

  1. Design – Keep it simple and functional (not stupid): Your website will not compete with Disney world so don’t try to cramp it with everything you can think of. It is important you provide sufficient information but do ensure that your design complements your business and is functional. Why bother with graphics, flash and animations if it is going to affect the speed download for your website? Think about your audience and ensure that the design complements their expectation. If you sell Life Insurance, dt bother with animation and complex flash and graphics; hope you get the drift. Some basic things to think about include
    • Ensure your images are quick to load gif or jpg files which have been compressed.
    • Utilise consistent fonts, font sizes and clours. It enhances harmony and visual appeal.
    • Where possible, utilise Neutral colours; pale or white backgrounds and dark font colours.
  2. Navigation – Let them find that information in less than 3 clicks: First of all, make sure your navigation is consistent and not confusing. Help your website visitors easily find information on your website. Its amazinf how some websites compete with word puzzles; some of your visitors will not have the patience of unravelling them. We are all so busy that we want to have access to the information that is extremely important within the first 3 clicks. Also ensure that your layout is attractive. Use bullet points when possible and keep your content short and straight to the point.
  3. Contact Us/About Us - Make it easy for people to find your contact details: If possible include them in a prominent position on the home page. You will be surprised that this is all people want to see when they go to your website. I have recently worked for a client only to find that their previous website did not include any contact details or a contact form at all and there was absolutely no way anybody could contact them through their website so it was really a wasted investment.
  4. Trust – Why should I buy from you: There should be something on your website that enhances your profile and makes any website visitor want to do business with you. It could be a guarantee, testimonial, case study or any other information that goes beyond selling and tells people why you are unique or stand out. This could greatly increase your conversion rate. Do not forget that there are several other companies and websites out there. Make it easy for them to want to pick up the phone and call you.
  5. Content is King – Think of Value: Your website should communicate with your audience. Make it interesting for them. Identify their needs and say what they want to hear. Yes, marketing is not about how great you are but about how much value you can give to your customers. So use your website to add value and provide great information where possible. You do not necessarily need to be a professional copy writer, just make sure you know what your customers want and you address their needs through your website content.
  6. Optimise your website and make it search friendly: Use key words and phrases that promote your business or company and use them effectively in your copy. Write descriptive page titles and meta descriptions using the key phrases, and change these according to the content of each page. Also ensure that your website is submitted to major search engines on a regular basis. Depending on your industry, you might not need a lot of technical work to get a decent search engine ranking if you use a professional firm but it could bring in lots of business to you.
  7. Keep your website Fresh and Interesting: We all love fresh milk, fresh food. Anything fresh and new is exciting and interesting. You can also use this simply on your website. Imagine if people went to your website and found something new everytime. It shows that you are alive, well and kicking. I will guarantee that most websites still have 2007 dates or event 2004. It tells a big story about you. If you went into a shop and found that it had not been cleaned since 2007, how much woild you like to shop there? What could you do to keep your website Fresh? Well, you could start a blog, add a news section, write an article, send a press release. Just have a plan to keep your website fresh at least on a monthly basis.

This article is written by Jonah Ulebor, Managing Director of Webstrat Consulting, a Web Design and Internet Consulting form. Jonah strongly believes that the Internet holds tremendous potential for small and medium sized business and is passionate about helping them achieve success through the websites.You can reach him by sending an email to jonah@webstrat-uk.com

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