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You’ve made the decision that your business needs some form of a web presence – but who can you turn to for help, and what should you expect of them? If your company doesn’t have a website, it’s easy to feel left out or left behind. It’s also tempting to see getting a website as a quick and easy way to win new business. The truth, however, isn’t quite so simple.
Martyn Johns, a partner at the Cheltenham-based management resource consultancy Axial, which specialises in working with small- to medium-sized enterprises, warns: “A website is not a marketing strategy in its own right, but should be an integral part of an overall marketing plan. In effect, it is an additional marketing tool.”
Jon Ellard, sales and marketing director at Oxfordshire design firm Urban Element, agrees. He says: “A good website should integrate with the company business plan. Too many small companies have a website developed because their competitors have one, or someone has told them it’s a good idea. Not enough think about why and what they want to achieve.”
And while it may seem an attractive option to build a website yourself on the cheap using off-the-shelf software packages, this is neither an effective use of your time nor likely to give you a professional-looking, search-engine-friendly result. Instead, should you decide that a website does fit in with your overall marketing plan, then find the right web design firm to work with (see below).
But before doing so, Johns recommends you ask yourself a few simple questions:
Answering these questions will enable you to produce a briefing document to give to design firms. Johns also advises: “Speak to at least three potential providers to get ideas and quotations.”
So how much should you pay for your website? “How long is a piece of string?” Ellard asks. According to Johns: “You can pay almost anything for a website, so it is essential that a budget is set.”
It’s important not to rush the process of choosing a designer. Sarah Arrow, communications director at Essex-based Arrow Light Haulage, says: “It took us two years to find someone who understands our business and what our customers require. A lot of the web designers that were recommended to me focused solely on design. I spoke about people with disabilities who wanted to read my site; one designer didn’t know what I meant by ‘accessibility’.”
However, make the right choice and the end results can be highly rewarding. Arrow Light Haulage eventually selected designer Barbara Saul, who – as a first step – made some changes to the firm’s blog. As Arrow reports: “The hits have increased ten-fold. We are averaging three times as many enquiries a day, and at least one new customer a week. That’s just from the blog.”
Bear in mind, though, that web design is a two-way process. Ellard warns: “The client understands its business better than anyone, and needs to provide input to and spend time with the web designer. Time is the most vital thing a client can provide their web design company.”
On the topic of input, Johns suggests you provide company logos and promotional material and images, since it is important your site mirrors current branding.
Your choice of designer isn’t your only consideration. Web consultant Helen Baker, who recently worked on the corporate website of FTSE250 company Balfour Beatty, says: “The information that is on the website is what will market the business, enable it to be found and indexed properly by search engines, and get people to return.
"Lots of businesses pay large sums to produce a well-designed site but decide they can write the copy themselves. Some can. Unfortunately, the majority can’t. So, my advice is don’t scrimp at the final hurdle – the content.”
Ellard agrees: “Writing good copy is a skill in itself. A small company should allow either enough time to update their site internally, or have a budget for a good copywriter.”
But even having the right design and content is not enough; once you go live, you will have to tell people about your new site. Johns says: “The easiest way to do this is by mail shots or e-shots to your customer and supplier base and to any other potential customers, suppliers and associates. This can be repeated if new content is put on the site.”
Jon Ellard is sales and marketing director at design firm Urban Element in Witney, Oxfordshire, whose clients include family haulage firm Oxford Carriers. He advises that your chosen design firm should:
For more on making your website search-engine-friendly and attractive to users, see ‘Does Your Expensive ‘Well Designed’ Website Work?'.
James Clark
Email at james.clark@rbi.co.uk
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