Small Business Web Strategy

You know that you need a website. But how do you do it?

Focus only on a few things and do them really, really well.

With millions of new web pages going online daily, the online landscape is becoming more competitive every day. There is a way to do more with less. It’s all about having the right strategy.

Let’s go through some facts:

Most web sites are not written for the web (Jakob Neilsen)

• Visitors do not read - they scan the web page.
• Don’t waste your time – be agile.

Focus on aesthetics

• This is your storefront – every pixel matters!
• Users do not see the words they see the design. Web is a visual medium. You need to be a heavy hitter.

Focus on usability

• If you can’t use the features, so-what? Save your money!
• If you cant use the site, so-what? Save your money!

Focus on metrics

• You need to know how your site is performing
• You need to know how your users are using your site
• Google Analytics is an excellent (free) tool

What content are they accessing?

Where are they coming from… and going?

Conclusion: To compete in the evermore competitive online climate you must optimize your site and provide the best user experience possible. You need to grab your users in less than 5 seconds and show them that you know what they want.

With this strategy, the user’s needs are at the center focus. You must discover what they are by analysis. Google Analytics is a valuable asset as it’s free, fast and effective. With the proper set-up and insight, you will be able to uncover your customers’ hidden desires.

Next you must focus on amazing design. Not the two pages of copy that explain how your company was founded by your grandpa. You can get to that when you land a sales lead.

Make it beautiful, fast and accessible. Your users are there and ready to buy or sell or read or contact – be there for them. Remove all barriers and you will see a marked success. ROI comes from insights and talent. It pays to be focused and agile.