I don’t get angry easily but I’ll tell you what makes my blood boil.Irresponsible, under qualified, even clueless website designers.
Many web designers are talented, skilled and reasonably priced and have the best interests of their clients at heart. But unfortunately there are too many who don’t.
Week after week small business owners call or e-mail me wondering why their expensive website is generating no traffic or leads and not showing up in the search engines.
When I look at their website I often see a site that looks pretty, but is useless. So how do you avoid falling into the same trap?
Here is what you need to know:
1) Ask the web designer to create your website in a Content Management System like Joomla or WordPress. This will allow you to easily make frequent changes to your site yourself without having to pay $60 or more per hour for every added link or paragraph. Those days are long gone. If the designer balks at this suggestion, run.
2) Ask if they do keyword research to determine what keyword phrases people who want your type of service are searching form. If they don’t you can certainly do it yourself or out source it cheaply. Check here:
3) Ask if they do Search Engine Optimization. If so, what is the cost? If they don’t, run. If they are too expensive, shop around. You can do it yourself with a little effort. (Come to my tele-class-see below)
4) Do the copywriting yourself or provide an outline and have a professional copywriter do it. The headlines and content need to be focused on customer benefits and they need to contain your keyword phrases. you headline and content will determine whether visitors leave or stay. Avoid phrases like “welcome” and “we do this” and “we do that”.
5) Ask your designer to go easy on using Java script or Flash as Google can’t recognize or read either. Remind them to add alt tags to your photos.
6) Do not create an “enter” or “intro” page. It will increase your rate of abandonment and the search engines won’t like it. Every extra click discourages visitors.
7) It’s crucial that you have an e-mail marketing program and put an opt-in box on every key page of your site. Ask visitors to sign up for your mailing list and give them something of value to encourage them to comply. This is how you convert visitors to leads. Ask your designer if they will put the opt-in boxes on your site for you.
8 ) Check references and find out how long they’ve been in business and how reliable they are. Do they have a group of designers or are they solo? You want someone who will respond when you need their help in an emergency, not someone who ignores you for days. You will need excellent customer service since your business is at stake.
9) Do not let your web designer register your domain name or host your website unless you have direct access to your domain and hosting accounts and they are in your name. You don’t want to be “held hostage” should you need to change designers. You’ll need direct access anyway for a number of reasons. You shouldn’t pay more than $10 per year for a domain, and for a simple small business site, your hosting costs should be no more than $10 to $12 a month. Of course if you need more bells and whistles it will cost you more.
10) Shop around. Don’t just hire the first person you’re referred to since the referrer may not be aware of some of these pitfalls.
Want to learn more? I invite you to join me for a free tele-class on Wednesday, February 11th at 4 PM ET.
The Online Lead Attraction System
for Small Business Owners
Learn the 9 Step Process that has dramatically increased our business sales and the revenues of many clients, plus learn exactly what you need to do to master online marketing and turn your website into a virtual sales tool and lead generator. Now more than ever, this is crucial to your small business. Hope you’ll be there.
Janis
Your article is very informative and useful. Glad I found it. Cheers.
If business owners followed this guide they would have better web sites and spend less time and money while producing better results.
The development time for most sites can be reduced dramatically when concept, content and purpose are clearly defined from the outset.
Understanding who your audience is, what motivates them to buy, and the story you want to tell are the best place to start the process of site development.
These are fabulous tips.
Well done.
Thank you for your help!