A website is unarguably a small business’s greatest digital asset. It allows you to compete locally and globally as well as with the “big boys”. It can create a great brand, tons of awareness and, of course, revenue. And regardless as to the size of your business, you can, and should, have a website. But if you’re just getting started you’re probably looking for some sort of quick start guide to help your website DIY. And for more insights, don’t forget to register for our free webinar on the subject.
Do Know Your Audience
Like any marketing tool, it is important to start with the basics. Who is your audience and what are you to them? Don’t fall into the trap so many small businesses fall into by answering, “we are for everybody”. Every company serves the specific needs of a select group of people so even if you’re mass market, you still serve a specific segment of the masses at a specific time. And while others outside that target group may find your products and services valuable, it’s important to focus on your target, or risk mass confusion and losing everyone.
Even Apple targets a specific segment and it’s not “everyone”.
Don’t Forget Keywords
As you begin to write content to connect with your target audience, don’t forget to pepper in SEO keywords that will help boost your organic search. If your target is thirty-something married couples looking to purchase their first loft in the financial district of Toronto, say it in your copy and in your URLs. And because every search is really a local search now, location is also a key word so add your address and contact information to every page to make sure Google, Bing and Yahoo know you’re real and where you are.
Do Make It Mobile
Last spring, Google announced it would give search preference to websites that were mobile friendly. The resulting Mobilegeddon caused a panic in the business community because it was deemed that as many as 40% of all websites didn’t make the cut. If you’re building your own website from scratch, you have a leg up on your competition but that window is quickly closing. There are a few simple ways to make your site mobile-friendly including using a responsive design and spacing links so even the fattest fingers won’t hurt your user’s experience.
Don’t Set It And Forget It
The most important “Don’t” is to build your website and think you’re done. A website is a living, breathing asset to your business that needs to be constantly fed. New content will keep visitors returning for the latest deals or information. Tweak copy based on the results of SEO and PCP testing so you can rank better in your key searches. Always look for ways to keep your website fresh and relevant.
Building a website is critical to every business in today’s world. But with a little research, expert help and some common sense marketing, you can make sure the effort pays off.