Suggestions for Building a Successful Business Website

Per usual, I’ve been surfing the web. Here are some frustrations I have with some business sites:

  • Items Are Out of Date. Sometimes when browsing a site I will see information about events that have long since expired. This information is not pertinent, and tells the user that you don’t keep your information up to date. What does that say about your business? If you aren’t detail oriented in your website, how are you when it comes to making your products or fulfilling your services? It might also be harder to see upcoming events if there are bunch of past events in the way. I don’t care about the last six months of wine tastings, I care about the next three weeks.
  • Your site is missing information. Quick! I need your phone number! Wait, I’m driving to your office, but I forget your exact address. You’d be surprised how many times I have looked for the address of business and been unable to find on their website. Sometimes Google Maps will be able to help me, but not always. The most important and common questions should be the easiest to find. If you are a consumer facing business, you should have your address and phone number in the footer of every page on your site. You should also have a contact page, containing the same information.
  • You assume a level of interest/knowledge I don’t possess. You are most successful Fencing gym in the bay area when it comes to split match foil saber fighting. One problem, I’m new to fencing, and I just want to learn. I have no idea what split match foil saber fighting is (t’s made up for the purpose of this post). Yeah, it’s nice that you are the best at it, but what I really want to know is how to get started. What classes are appropriate for me? Your claim is a little like boasting, and not relevant to me. If you HAVE to use technical vocabulary put references to the terms so I can understand it. Along those lines:
  • Relevant information is hidden. When putting together your web site, spend some time considering the user classes that will visit your site. If you are looking for new business, listing your products and services and how people can buy them should be the first thing on your page. If you are creating a site for people that are already a part of your business, then maybe technical terms are okay. If you are trying to get both, optimize for new people coming to your business. Once people are convinced you are amazing, they will spend the time click another link to get to their content.
  • There are still pages under construction. One of my favorite companies is guilty of this. I swear by my Field Notes, but their website has a page called “The Sheet Team” which has been in a state of non-completion for as long as the site has been up. If the page isn’t ready, don’t post it. Don’t put in a place holder, don’t leave more clutter on the site. You might get one chance at your users’ attention, capitalize on it.

This isn’t the end all list to designing a business website, but is a list of some concerns I have with a lot of sites I visit. Even if you are successful with your website, you might be more successful by fixing the problems above. Remember, your competitors are always trying to improve, you should too. In this world where technology is only expanding, making sure your website is up to snuff is an important part of running a successful business.

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