You’ve decided to get a website for your business.  Great idea!  Everyone knows you’re not a ‘real’ business until you have some kind of site.  You have lots of cool ideas and can’t wait to get it going!

Stop right there!  Before you do anything, you need to be very clear about WHY you are building this site. What do you want the site to do for your business?

Creating a Mission Statement for Your Site

The answer to ‘why you need a website’ is really the mission statement for the site.  This statement will be your compass to keep the project going in the right direction and filters out the what you don’t need.  It helps keep the website project on-target, on-time and on-budget.

There are so many things a website can do.  If you’re not crystal clear about its purpose, you’ll spend a lot of time, energy and money creating something that adds no value to your business.

Here’s how to create a mission statement for your website:

Step 1: What will this site do for your business?

The website is part of your business and should serve it.  That seems obvious, but it’s easy to lose sight of.  When you understand how your site fits into your business you’ll get more out of it.

What’s the main thing you want to accomplish with this site?  More sales?  Better brand awareness?  Save time on placing orders?  Communicate better with your clients or staff?  Again, pick one — and only one!  There can only be one thing at the top of the list.

Now write it down.  It should look something like:

The purpose of the website is to  ___[improve sales, sell products on-line]___ for my business.

Step 2: How exactly is it going to do that?

Now that you know how the site should serve the business (i.e.: improving sales), but how exactly is that going to do it?  Time to narrow the focus!

While increased sales is a great idea, it won’t magically happen just because you have a website.  E-commerce sites don’t sell products themselves and client information doesn’t mean much without someone actually working with the clients.

In otherwords, your site has to do something for its users.  What service / information will your site offer and to whom?

Time to pick up the pen again and refine that mission statement.

The purpose of the website is : to  ___[improve sales, sell products on-line]___ for my business
by ____[offering what info or doing what exactly ?]______ to ___[who is going to use it?]____.

Below are examples of mission statements for websites:

Marketing Site:
The purpose of the website is to:  increase sales by forwarding product info requests to our sales department for follow-up.

E-commerce:
The purpose of the website is to:  create sales by offering on-line sales to our customers.

Custom Application for Your Business:
The purpose of the website is to:  improve order fulfillment by providing up-to-date stock levels to our shipping department.

On-Line Business:
The purpose of the website is to:  provide our services on-line to our customers.

Step 3: Just Use It — Wisely

With your site mission statement, you know exactly what your site is trying to do.  This is a big help in deciding how to allocate your resources.

Example:  Should we add video to the site?

Marketing:
The purpose of the site is to:  increase sales by forwarding product info requests to our sales department for follow-up.

If the video is about the product and ends with directing viewers to contact your company for more info, then yes, add the video.

If it’s a video about your company history, then no, probably not.  Spend your resources on directing visitors to the product info pages.

Apply Gently and Consistantly:

A good website offers something to the visitor — information, entertainment, functionality.  Don’t give up the good stuff on your site just to make a sale!  If you take away the reason people go to your site, you’ll lose them.

So, keep the good stuff and add some more!  However, make sure all these pages are in line with your site mission statement.

Example:

“Should we add a video about our company’s history?”
Yes, if you show people what a great company you are and encourage them to contact you.  Then the page is serving your business.

Need Some Help?

Contact me  if you’d like some help on creating your website’s mission statement, or would like more information on how to set up a website.  I’d be happy to hear from you!

Recently, Google changed the way it ranks pages.   It’s not a huge change, Google says it will only affect about 12% of websites and so far it only applies to sites in the U.S.  The change is meant to cut down on ‘content farms’, sites that look like they have a lot of content, but  can be little more than keyworded search engine bait and not always that helpful to someone searching for real information.  Google frowns on these sites that are more about advertising than content.

A few weeks before the Google change, giant retailer JC Penny got a slap-down from the search engine when it was discovered the store was using links from other sites to distort its popularity.

Trying to tip the Google rating scales to a sites favour is nothing new.  There was a time when sites were stuffed with hidden keywords (a no-no).  Cleverly stacking meta tags is not so clever any more, and the door has been slammed on doorway sites.

These search engine ‘tactics’ are kind of like fad diets — they seem to work for a while, but usually back-fire in the long run.  If your site is found to be using one of these methods, you can get blacklisted by Google – and nobody wants that!

Play Nice – Give Them What They Want

The key to grooming your site for search engines is to remember what search engines do — provide useful information to people looking for it.

Google is very clear about what they’re looking for, they spell it out in their guides, including how to handle changes to Google search engines.  Basically they want sites that have good content about a subject.  The site should have links to other sites, so the user can find out more on the topic.  They figure if other sites link back to yours, you must know what you’re talking about.  Updating the content regularly tells them the information  is current.  You also get get bonus points for having a site with no coding errors, and supplying the search engine with a site map.   That’s it.

Yes, it’s fair game to use keywords in your site, but it has to be plausable.  For example, if you’re selling bicycles and you know ‘bike’ is more popular than ‘bicycle’ then use ‘bike’ more when referring to your product. (Ex.  ‘We carry a large range of bikes.’ vs ‘We carry a large range of bicycles’.)
But don’t  be silly (Ex. ‘We have lots of bikes, red bikes, little bikes, big bikes, yellow bikes.  Come and see our bikes!’).

It really comes down to being authentic.  If your site is about promoting your product to people, then talk to people, not the search engines.  Be who you say you are, share what you know and over time, your site will do well.

Earlier this year I was house hunting and it occurred to me how websites are a lot like houses.  Any realtor will tell you there are a few basic principles that help sell a house.  Well, those principles also help your website sell your business.

1)Location, Location, Location

Where a house is located is probably the most important thing in selling it.  Close to amenities, schools, public transportation are all key components to adding worth to a home.

While geography isn’t as important to a website, its location on search engines is!  Does your website come up when people search for your product or services?  If so, where?  Top of the page?  On the first page where people can find it, or third page where no one can find it?  Under what search terms?  At the very least, people should be able to enter your business name and find you immediately.  The location of your website on search engines is just as important as the neighbourhood your house is in.

2) Curb Appeal

So, you’re looking for a new place to live, you drive up to the address and…?  With some places your first reaction is “I love it!  It’s cute!  It’s gorgeous!  It’s us!”  With some others, your first reaction is ‘keep driving…’

A house with ‘curb appeal’ looks like it’s been cared for.  The yard is tidy, the trim is painted, the place looks clean and neat, like somebody cares about it.

A website is much the same thing.  It should look like someone is paying attention to it.  Information is recent, colours,  fonts and images are used effectively.  It looks ‘put together’.  There aren’t spelling mistakes, broken links or missing images.   Sometimes all a website needs is a little ‘yard work’.

3) Updated?

Have you ever gone into a house and thought you were in a time warp?  Like Dude — it’s 1983 all over again?

Although websites are fairly new, they’ve been around long enough to look dated.  With a house, a can of paint can go a long way.  With a website, new colours and images can put a shine on your business.

An updated website doesn’t have to include all the leading edge technology.  Sometimes all you need is some fresh colours and updated content.

4) Lay Out

I looked at a house that was beautifully updated, great location — but –  I realized the medicine cabinet (where I put my toothbrush) was directly over the toilet.  Yeah, I could see how my day was going to start…

It’s the little things that really turn people away from a home or a website.  Is your site well laid-out?  Is the information people are looking for clear and obvious?  Who you are, what you do and how to find or contact you should be clear and obvious on your site.  Don’t make them think!  Make it easy for people find what they are looking for.

So, Does Your Website have Curb Appeal?

Like looking at your home, it’s hard to be objective when looking at your website.  Just like there are homestagers and professionals to give your home curb appeal, I am a professional who can give your website curb appeal. My skills and expertise will get your website working for you!  Call me for a free consultation today, Lisa Armstrong 250-448-7935 Email info@workingwebsites.ca  or visit  www.WorkingWebsites.ca for more info!  I look forward to hearing from you.