What is the goal of your website? This may seem obvious — to bring people to your business, of course. But to get the most interest in your website, you should provide visitors with something other than “here I am,” especially if you are a small business owner. For instance, if you own an ice cream shop, your goal may be to draw people into the shop with the unique variety of flavors you offer. If you are a fitness instructor, you may want to provide health, exercise and nutrition tips to your clients. A clear goal will help you and your web designer provide the final product you are expecting.
Who is the target audience for your website? By answering this question, you provide yourself or your web designer with valuable information. If you are providing a professional service (like web design), your are targeting business owners. If you are a pet supply company, your audience is likely to be families. Knowing who your target audience is will ensure that the design of your website provides the information the visitor is really looking for, which will draw them to and keep them at your site.
What personality do you want to project in your web design? If your small business is to board, train and sell horses, you may want earth tones to reflect a more natural feel. If you sell electronic gadgets, you might want a more dynamic, bright and modern personality that attracts a younger audience. The personality of your website gives you the chance to show visitors a little about you and your business before they even contact you.
Do you have examples of websites you like (or don’t like)? Spend time surfing for websites that draw you in — or drive you away. A well-planned website will provide a design and layout you can easily follow. What is it about these sites that you like (or don’t like)? Use this information and apply what you really like in the layout and copy of your web design.
Who will be creating the graphics for your website? Will your web designer research and create logos, photos and graphics, or will you provide them ready to upload? Your new web design doesn’t need to have a lot of graphics, but it’s appealing to visitors to have images placed within your website. It provides a visual break for visitors’ eyes. How you provide these graphics could likely have the biggest impact on the final product — and final cost.
Does your copy incorporate relevant keywords, phrases and links? Using keywords and key phrases is one of the most important parts of copywriting for websites. Using relevant keywords, and using them as links to other parts of your website, helps search engines find you. Ask others what keywords they might use to find your business, do some research using free search engine o ptimization tools, and then write copy that incorporates the words or phrases you find. If you are using a web designer to develop your website they can provide you more information on using keywords.
If you’ve answered these question you’re ready to begin designing your new website. Have fun and enjoy the results of a well-planned site.
Debbie Hastings is the owner of Flying Change Web & Graphics in Falmouth. She works with small business owners in Greater Portland and throughout New England. For more go to www.flyingchangewebs.com.