C21 Consulting Ltd

This blog is more of an article really - so let's call it an artiblog or a blogicle (I prefer the first one). Here are four things you need to get right when you are thinking about your website.

1. Usability

The navigation on a website has got to be one of the most important ingredients you need to get right.  Imagine having a garage sale and forgetting to unlock the garden gate.  It's a bit like that with site navigation.  You might be selling the next best thing to sliced bread but if people can't find out how to buy, then you have lost from the start.

Navigation needs to be clear and you need to think about the user journey when putting it together.  Ask yourself, if you were a customer what would you want to find out first when you go onto the website?  Usually, you have 2 or three clicks to get people where they need to be. After that, they are bored and you are stumped.

2. Look and Feel

We live in a visual age where people want things to look nice.  If you are selling a product or products having the right photos on your site is a must.  If you are selling a service, making your 'product' intangible, then there is even more emphasis needed to make sure you make a good impression when people find your website.

Too many moving images on the site are just distracting.  You might want some movement but it's not essential.  What is essential is that people are guided through your site design to come to the conclusion that you are a quality company selling quality products and with quality customer service.

Television these days has made people a little lazy, so if you have the funds to invest in a short video about what you do, you can guarantee that site visitors will click this rather than reading a 6 paragraph sales blurb about what you do and when you started.

If you can't afford a video, then at least invest in some appealing graphics which will appeal to people and make them want to buy what you are selling.  A small investment here can make all the difference.

3. Content

If your content does not work then you may as well not bother with the right look, feel and the navigation bit.  It goes without saying that content should be clear, correct and concise, but your content should also entice your visitor to take a closer look at what you have to offer.  Information alone does not get you sales (in most cases). 

Your content has to be written in the right way depending on your business and your customer.  It has to be up to date.  There's nothing worse than seeing someone's news page and the last entry was 18 months ago.  It makes you wonder whether they are still in business.

It also has to be relevant.  It's easier to make your content relevant to your product or service because you know about this (or should do).  It's not so easy, but nevertheless important, for your content to be relevant to your customer.

If for example, your product has technical specifications that really flick your switch but your buyer is more interested in functionality than detail, then resist the temptation to go into all of the technical detail (you can do it) at least straight away, until you have developed a basic interest for your product.

4. Search Engine Optimisation

SEO should be considered when you are building your site not afterwards.  Attention and effort put into SEO will help to drive traffic to your site FREE of charge.  If your site is the primary means by which you sell your service, you may need to invest in an external specialist who will aim to improve your site's rating on all the main search engines (e.g. Google, Yahoo, MSN etc).

For most people you simply have to put some thought into a few key areas to help to optimise your site for the best results.

It can be done through your content, design, 'meta' information, linking and a whole lot of other ways.

[C21 Creative Solutions can help you make your website drive your business forward.  Remember, when you invest in something to help your business, make sure you are clear what you want it to do for you.  If you aren't clear you will just resent having to pay for it.  If you are clear you are maximising your chances of getting results from your site.]