get web fit to beat the recession

Why you can't afford not to invest in your website when times are tough

Credit crunch … recession … not nice words! Unfortunately, though, this is our current business climate and many companies (large and small) are struggling. Instinctively, many are cutting back. Often one of the first areas to be slashed is marketing, including any plans to develop or upgrade a website. Perhaps, though, rather than asking “Do we really need that new website?” or “Can we leave the update for another time?” we should be asking ourselves whether we can afford not to do these things.

Research has shown that businesses that invest in marketing during a recession come out of it stronger. They win customers from competitors who stop marketing or go under. Then, when the good times return, their higher profile positions them beautifully to make the most of them.

So we accept that we need to keep investing in marketing our businesses. But budgets are tight and every pound we spend needs to work hard for us. This is where a website really comes into its own.

These days, the internet is often the first port of call for people looking for a product or service. A presence on the web has become the expected norm, much as an office or shop front used to be. Not having a website makes potential customers question whether you actually exist as a ‘proper' business.

A website is possibly your most flexible communication tool. Once it's there, you can change and update it at minimal cost. Spot a new market opportunity – change the site to reflect it. Want to publish news – add it to your website.

So, step one: you need to have a website.

There are lots of businesses on the internet, even businesses quite like yours. If people haven't heard about you before or aren't sure exactly what they need, they will use search engines to see what is out there.

Step two: people need to be able to find your website.

Now you've driven traffic to your site, does what people find there make them want to take the next step? Does the website give them confidence in you and your ability to give them something of value?

People judge by appearances. You and your business may be fabulous and highly professional. If your website looks amateurish, that's how people will see you. If people feel that it isn't targeted at them, they won't think that what you offer is for them.

People are busy and a little bit lazy. If it takes too long to work out what you are offering them or to find what they want from your website, they'll give up and go somewhere else. It's even easier than walking from one shop to another – you just click on.

Which gives us step three: your website needs to be ‘fit for purpose' – professional, credible, clear and compelling.

So, what can you do to make the most of your investment in a presence on the web?

Buy in expertise

If you want a professional job that looks professional, use an expert. They have the experience and skills to know what works and to give you something that works for you. Get the foundations right and you will be able to take it from there yourself. Poor decisions at the start can be more costly, in time and money, in the long run.

Improve your visual identity

Are you creating the right impression? Clip art logos, generic images, DIY materials produced in Publisher make your communication look amateurish and like everyone else's. What does it say about your service?

Move with the times

A website is more flexible than a printed brochure. It's easy to update it. It makes sense to update it. Highlight new products, services, special offers, articles, news etc. Use a website to test a new market. The web is a level playing field for small and large businesses – get into the game!

Shout it from the rooftops

Is your message about what you offer and how good it is immediately clear from your website? Will the customers you want know that they have arrived at the right place? It's worth taking the time and perhaps getting some help to define your key messages and put them across in clear and accurate words.

Move it on up

How well does your website rank in the search engines? There are simple ways to optimise your site and push it up the rankings. It will be easier with a niche service in a local market. A search engine optimisation package may not be an expensive as you think.

Blog, Twitter and Digg

Blogging (Twittering and Digg) is not a replacement for a website or a search engine optimisation strategy, but it can be a valuable part of your web strategy. If you have a way with words, it can help you to engage with your customers and move your name up the search engines. Bear in mind, though, that a badly written blog or one that is not updated regularly can do more harm than good.

GET A WEB FITNESS TEST

Be honest with yourself. Does your site really cut the mustard? If you're unsure about how effective your website is, get in touch with us for a ‘health check'.

Catfish Web Design has partnered with Zero-21 Communication to offer a quick assessment of your website's fitness for the purpose you want it to perform – marketing your business. Free of charge we'll give you brief feedback on key aspects of your site:

• Visual appearance – branding, look and feel
• Messages and words – what it says and how it says it
• Functionality – how well it works
• Search Engine Optimisation – how easy it is to find.

If you'd like more detailed recommendations, we will make a small charge – that can be discounted against any project you choose to undertake with us.

A good website is invaluable. Don't put off creating your own site and don't waste money on an ineffective one. The question should not be ‘can I afford to spend money on a website' it must be ‘can I afford not to'.

Contact:

Jane Horwood: 01223 873349 - email info@catfishwebdesign.com - web www.catfishwebdesign.com
Lynn Fraser: 01223 240161 - email info@zero-21.com - web www.zero-21.com