Do: ensure your website adapts for a range of devices
With mobile growth expected to outstrip desktop use as soon as next year, it’s fairly safe to predict that the number of people accessing your website via a “device” (smart phone, tablet, television .etc) will expand. You need to ensure your website provides a suitable experience for whoever is accessing your site, wherever they are. However this doesn’t necessarily have to mean an expensive iPhone or Android app…
Recent technical developments in the online space have enabled web agencies to produce a single version of your website which scales up (both in terms of functionality and design) as your visitors’ device capabilities increase. This single site should provide a good experience whether you’re on the latest desktop PC/Mac or the most basic feature phone (and a range of devices in between), ensuring your visitors leave with a good impression of your business.
The extra work required to produce a “responsive” website is likely to cost you a little more, but the long term benefits of having a future-proof, mobile-ready website cannot be overstated.
Do: ensure your website is measurable
So you’ve got a future-proof website, but how will you know if the investment was worth it?
All too often businesses approach a new website build with no idea of how they will measure its success. Ask yourself: “how will I/my business/my boss know that the website is providing value for money?”. Perhaps it’s the number of contact form enquiries, or maybe the number of successful checkouts completed each month. Every business is different, but whatever the metric, modern web design agencies have a wealth of tracking solutions available to help you measure the performance of your website.
Be sure to communicate your goals clearly at the start of the project and ensure your agency is able to provide the data you need.
Do: Engage with your Agency
Modern web design is a complicated craft and your web design agency’s staff will be experts in their chosen field. Therefore in order for your website to be a success you will need to actively engage with your web designers to ensure they understand your requirements and have the resources necessary to complete your project.
In our experience the most successful businesses nominate a single individual within their company to be responsible for the website project. This person liaises with all internal stakeholders and ensures a smooth line of communication with the web design agency and visa versa. The result marries the technical expertise of your web design agency with your knowledge of your business’s customers to produce a great website which really works for your company.
Don’t: build it and leave it to run
Your website represents an on-going opportunity to invest in the growth of your business and enables you to market to a potentially massive audience. However, the web is a fast moving field and a poorly maintained or out-dated website can just as easily have a negative effect on your potential customers. Do not build your website and then leave it to languish.
A responsible agency should encourage their clients to continually invest in moving their website forward, providing them with the tools they require to manage their site and flexible financial solutions to ensure they have the on-going support they require.
Ultimately, regular investment in your website will help you avoid a painfully costly redesign every 2-3 years and instead enable you to focus on producing a relevant marketing platform for your business.
Don’t: do it on the cheap
Your website represents the public face of your company. You wouldn’t buy a cheap suit so why opt for a low cost “off the shelf” solution for your website?
A modern website requires a considerable amount of expertise to produce and so it’s vital you invest in engaging a good agency that will provide a high quality solution for your business, not necessarily the one offering the best “deal”. Remember, a good website will pay for itself whilst a poor website will only reflect badly on you and your business.
Don’t: assume you need social media
I’m sure you’ve heard it said that you must be on Twitter and/or Facebook to survive. After all everyone’s using it and so by not using it you’re missing a trick right? Not necessarily.
Not every business will be suitable for social media. For example if you’re target audience aren’t active on Facebook then employing someone to post the latest company news will consume resources to little or no gain.
Many companies do use social media to successfully engage with their customer base and if used effectively, the benefits can be huge. However, before you jump in head-first, you should assess the relative merits and decide whether the investment will provide value for money.
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