Most companies have a website these days and most of these websites are gawdawful ugly — or just are. They have some text about the company that no one reads because it sounds like it was written for a brochure — which it probably was and no one reads those either. But if you do have a plain old website with some brochure-like text, what does that say about your company? Many potential clients will get their first taste of what you do and who you are from your website.
Same as Everyone Else
A lot of websites, especially those for small companies all look the same. Logo across the top, menu down the left, some content in the middle – boring primary colors which supposedly look “professional.” If all your competition’s websites look exactly like yours, how do you stand out?
Dated
If your website was designed in the late 90s or early 00’s, it looks like it. What does that say about your company? Are you dated? Do you know what’s currently going on? Do you have a message of keeping up on the latest trends or technology? Your website doesn’t give that message.
Design Doesn’t Match Your Message
You probably have some main idea you’d like to get across in any marketing material — how you’re trying to stand out from the competition. How does that translate to what you depict on your website? For example, if you say that you offer great customer service or personalized service, are there any pictures of you and your employees on the website? Or do you look like just another big company because you have a picture of a huge skyscraper? Just as you make first impressions in person, your website makes a first impression for your company online.
Matching Message
If you’re using social media to help you connect and converse with people — awesome! How does your website impact that image that you’re trying to build? Are you friendly and personably on social media but your website comes off as impersonal and cold?
More Impact Than You Think
Where ever you have a presence online, people are making decisions and judgements about your company — about whether or not they want to do business with you. Just as you prepare for an important meeting or networking event, prepare your website to put your best face forward.
Thoughts?
(photo by Tim Pearce, Los Gatos)