Your First Business Website
When you get to the point of creating your company website for your new business, it is extremely tempting to include as much as you can about everything that you do. The idea is it makes you seem bigger than you perhaps are as well as widening your net and appealing to more people.
Writing for the wrong audience
I also get into lots of conversations around Google and SEO and inevitably this leads to being asked how much sprinkling of keywords should they do, use of proper headings, positioning of words and all that malarkey to the point that I wonder if anyone would ever actually bother reading it.
Then there is the vexed question of how much and how often? What does Google like to see here and can you just take it from somewhere else and edit it a bit?
From the top
If you are about to create your first business website then the following will help you succeed.
- Focus on your main audience and ignore everyone else. In the early days people will find your site by you advertising or it being referred by you or others. Very rarely will you do well by search. I recommend you focus on one or two key messages to create focussed, interesting content so when your potential customer arrives they get what you do in seconds.
- Do the maths to establish what type of marketing your website should be focussing on. Our colleague Nick Parker has a really interesting exercise to determine how big your audience needs to be in order for you to generate enough revenue on your website. Simply put, a website selling £10 products needs to look vastly different and promote different call to actions from one selling a £5k service.
- Don’t write for Google. Identify your audience based on a focussed set of potential customers and write content that will interest them and not interest others. You can always expand the reach when you get established.
- Follow Best Practice principles. Use plenty of correct headings, short sentences, give your images descriptive names and all the other things you need to do and can easily be found online. Encourage complementary websites to link to your interesting content and do the same back if it is appropriate.
- And finally for now remember that you are not trying to create a one-off masterpiece. More flowsheet than Magritte. Your website will change many times as your business grows and it is important that you initially set it up so it can be updated easily and quickly.
Take away one thing from this post..
Focus first on knowing who the right audience is without generalising and let them know exactly what you do and how you can benefit them.