W
hen entrepreneurs start a business, their website is usually a
source of great excitement and
pride for them. Unfortunately,
the creation of that website is
often treated as nothing more
than an item to be checked off
their To-Do List. The site is built, the word is spread and
then it’s left to sit. A website is not something to “set and
forget.” Website visitors form an opinion of a site in zero
to eight seconds; if a website is little more than a static,
web-based ad, opportunities are being turned away at the
door. Even worse—lack of website planning can actually
damage the reputation and future of your business before
it’s begun.
Websites need to be engaging and active if they are going
to help convert leads into clients—here’s how you do it:
WOW
A website is the virtual headquarters
of your business. It needs to be custom-built to impress and must represent your brand compellingly. The styling and functionality you put in place
have a direct impact on your potential client’s opinion of
your brand; make sure it’s a positive impact. Bad User Experience/User Interface (UX/UI) leads to negative opinions. If your site has poor-quality and amateurish design,
is disorganized, dysfunctional, out-of-date or devoid of
personality, you are metaphorically building your headquarters down a shady back alley, and potential customers
might not feel secure in doing business with you. Instead,
make sure your UX/UI is the best on the block! Present
your visitors with a site that is well-designed, strategically
planned, mobile responsive, smoothly functioning, and
creatively branded, and you will project the credibility,
competence, and attention to detail that will engender
trust in your enterprise.
By Christine M. Scott
4 INSPIRING
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