5 Things to Know Before Building Your Own Website, So You Get It Right the First Time

ChrissyBiz Solutions brings you relevant and helpful information from professionals who not only know but listen to the needs of business owners and entrepreneurs. This guest blogger understands the tasks associated with Web Marketing and how strategic planning with clearly defined goals can lead to more clients and more sales:

Caryn Murray is a copywriter and consultant specializing in startup and small business Branding, Advertising, and Marketing. She is the owner of BAM! Copy Writing which provides a variety of multimedia copywriting services to businesses of all shapes and sizes around the globe. Her passion is in helping local small businesses in the Finger Lakes Region of Central New York where she is an active board member on the Phelps Chamber of Commerce, the Marketing and Public Relations Committee, and the Business Development and Tourism Committee. Read on to learn more about creating a website that fits yours needs and the needs of your market:

Many entrepreneurs and small business owners fall victim to building-their-own-website-without-knowing-what-they-are-doing. Of course this can be more suitable for a startup budget, and there are a variety of easy to use website builders and blogging tools that can help you get your concept online without investing more than your own time and energy.

However, an ineffective website can and will cause more damage than good for any start up or small business. 

With the right understanding of which elements make a website effective, you can save the nightmare of retracing your steps by getting it done right, the first time around. The following elements are all important things to consider before taking the next step in building your own website.

1. Why do you want a website? 

At the risk of sounding like your elementary school teacher… you shouldn't do something "just because everyone else is doing it." That's not a good enough reason, and an effective website needs a solid purpose to build a base on.

Perhaps, a more thought provoking question you should answer is:

What should your website do for you?

• Do you want to sell your products/services online?
• Do you want an informational website where potential clients can go to learn more about your products, services, or ideas?
• Would you like to take an existing small business into modern media?
• Are you tired of worrying that you might be losing potential clients who have asked for a website?
• Do you want to test a business concept for market potential?

Whether you're running an advertisement in the local paper or building your own website, knowing what you expect (the purpose) is critical for generating a sufficient return on investment. (In other words: not dumping your money down the drain.) 

2. Navigation and Structural Development

A basic website provides limited information between a Home page, an About page, and Contact info. This might include hours of operation, prices, etc. Know everything you want on your website, and then create a flow chart to determine the navigational paths. 

Over time, you will want to understand how visitors use your website to create a more user friendly experience. Google Analytics is a powerful tool for monitoring specific data, including:

• Traffic sources, such as referring web pages and also which phrases are sending search engine users to your website.
• Which pages get the most views, and the amount of time users spend on each web page.
• Your bounce rate (the percentage of traffic that leaves your landing or home page within the first 30 seconds)
• Information about where your traffic comes from geographically
• And much, much more…

With Google Analytics, you can determine which navigational paths have the highest conversion rate by setting and watching various Goals. You can use that information to adjust or even redevelop the structure of your website for a higher return on investment.

3. First Impressions and Branding

Premium or customized templates are always more professional than a generic template. It is very important that your website is consistent with your brand in the real world, so if you already have marketing collateral (brochures, business cards, etc.) try to stick with the same visual image and first impression.

4. Marketing and Promoting Your Website

If you build it, they will come? Not on the internet!

You do need to market and promote your startup or small business website.

The first step is to put your website address on any marketing collateral, but you can also purchase advertising spots in local media and release a press announcement about the launch of a new website (focusing on what's in it for the end user.) For a higher initial spike in traffic, use incentive. People respond better to incentives such as free coupons.

You can also reach new leads by marketing your website online.

Welcome to the web! There are new ways to market, advertise, and promote your brand/business/services. Surely you’ve heard that social media marketing is all the rage right now, but search engine optimization and marketing continue to be the most powerful way to get your brand in front of a targeted audience that is already looking for your products and/or services.

5. Content

The biggest mistake a DIY website builder can make is not putting enough effort into their website content. This element is - dare I say it - the most important part! 

Web content serves several purposes including:

• Keeping your bounce rate low by providing an immediate first impression that is appealing, not intimidating. (This is in correlation with the graphic design of your website.)
• Telling search engines what your website is about. Search engine optimization depends solely on the individual web page content. Using the right keywords and phrases at the right density is critical during the initial development of root pages, and that’s not including SEO content published in a well maintained blog.
• Laying down navigational paths, including anchor text links (also supporting SEO) to create a user friendly experience beyond the menu.
• Converting traffic into customers. The immediacy of the web provides an even bigger challenge in fulfilling calls to action. Most do-it-yourselfers often neglect putting in a call to action to begin with, let alone setting the mood for said action to be taken.

To learn more, please visit http://BAMcopywriting.com