You still run into them.
Those websites that look like they were created back when we were all signing on to AOL instant messenger. Back when everything was coded by hand and there were no templates, no design best practices, no mobile devices.
Back when the internet was just starting to grow up.
Those websites are a little bit surprising when they pop up on your screen. Basic colors. Clunky to use. Old-school graphics. Outdated information.
If you’re like me, you chuckle. And then instantly click away.
Worse yet is when you fall head over heels for a brand on social media - or am on the hunt for that one thing I saw at that one place - and it’s nowhere to be found.
There’s no website at all. No way for me to connect. It’s a lost opportunity.
It’s a tragedy, really.
And unfortunately, it’s still way too common.
People place way too much importance on other marketing channels other than a website. This pulls you in different directions, leaves you overwhelmed, and ends up making no difference in driving results.
Instead, it’s always best to put first things first - to prioritize the most important tasks and goals. And creating a world-class website should be at the top of your list no matter what you do or who you are.
The rest will follow.
Why websites are important
Perhaps one of the main reasons people don’t invest in their websites is because they don’t understand the impact this marketing channel has. This may resonate with you. If it does, consider the three critical ways that a website is an asset you can't live without.
#1 - It’s the first way people learn about you
In the past, a business card made the connection between you and your ideal clients and potential partners. But now rolodexes are obsolete. And your website is the modern equivalent.
When people want to know something about you or your business today, they take out their pocket-sized computers. They go to your online presence to learn accurate and complete information about you.
They don’t go to any other resource.
If you don’t have a website, it’s almost impossible for the people most interested in connecting with you to do that. If you do have a website, but it’s not built in a way that’s easily useable, people still won’t be able to connect with you.
A poor website experience - or not having a website at all - is like shooting yourself in the foot.
Without it, you’ll get nowhere.
And it’s one of the deciding factors in whether a person knows, likes, and trusts you.
#2 - It’s the main way to build trust
It takes about 50 milliseconds (0.05 seconds) for users to form an opinion about your website that determines whether they like your site or not, whether they’ll stay or leave. And 38% of people will leave a website if the content or layout are unattractive.
Which means a poor online presence can do irreparable damage to your brand.
Conflicting or missing information on your website causes confusion, doubt, and insecurity about your expertise and integrity. And if you have no website at all, you’re exponentially increasing those feelings.
Truth is, 75% of consumers say they make judgements about a company’s credibility based on its website design.
You can’t let people guess what you do, who you serve, and what you stand for. It opens the door to wildly inaccurate assumptions and incorrect information.
In a don’t-make-me-think digital culture, ignoring these facts is a death sentence for your brand.
#3 - Without it, your other marketing channels are pointless
Think about the goal of your website.
It’s to drive enough interest in the information on it that the visitors will want to learn more. In the simplest terms, you want them to fill out a form.
This is true no matter the industry.
Your goal could be to deliver more revenue. It could be to increase donations. It could be to build a list of email subscribers. This form - or point of conversion - can only live one place: on your website.
It only makes sense, then, that the point of every other marketing initiative you pursue is to drive visitors to your website.
And it also means every other marketing channel - content marketing, social media, email marketing, advertising - can’t function without having a website to which to connect.
Without a website, your goals are DOA.
3 website essentials
Creating a world-class website will take effort. But it doesn’t have to be a painstaking process. After working on dozens of websites, in my experience there are three areas to keep top of mind when building a website.
#1 - Keep it simple
From design to copy, your website should be as clean and simple as possible.
Only include essential information.
For solopreneurs and freelancers, a one-page website is 100% acceptable. It should include a section about you and the way you operate, what services you offer, pricing (if applicable), and - of course - a form.
For businesses, your website should be more robust, but not necessarily by much. Build out separate pages for each topic covered on the homepage. Who your team is, what you offer (products and/or services), and a contact page are must haves.
#2 - Say what you do immediately
53% of website visitors abandon a website if it takes longer than three seconds to load.
3 seconds.
That’s all you’ve got to convince a website visitor to stay. Nab their attention immediately by stating exactly who you are and what you do in the very first words of your website.
It’s a huge mistake I see all the time.
A lot of websites include a catchphrase or slogan as the heading on their pages. While this may be clever, it makes the reader pause. And a pause is the opposite of the desired action you want someone to take on your website.
It may feel counterintuitive, but I promise, saying exactly what you do will create instant clarity and connection with website visitors.
#3- Make sure it looks good on your phone
Most of the world will see your website from their phones. If yours doesn’t look good on that tiny computer in your pocket, most likely it doesn’t on anybody else’s either.
And that means there’s no chance anyone is visiting it.
In fact, 85% of people think a website - when viewed on a mobile device - should be as good or better than its desktop version.
My go-to strategy for building beautiful, functional websites - that can be viewed and used on any screen size - is using a pre-built theme. WordPress has never failed me, and there are thousands of themes (read: pre-built website templates) you can download.
Experts have coded these templates to be eye-candy for you.
So you don’t have to lift a finger.
Websites: Well worth the investment
There’s nothing better to invest your time and spend your money on than a website. When done right, it’s a one-time project that will drive brand exposure for years.
I believe that with the tools and free knowledge available today, anyone can build his or her own website.
However, I also believe you should stay in your lane of expertise. Your time and energy should be devoted to the skills and specialties you have the power to help people with. If building websites isn’t one of them - or the thought of learning to build a website sucks the air out of your lungs - then do yourself a favor and hire someone to do it for you.
There are a slew of talented and hard-working people - both agencies and freelancers - who can create a stunning website in a fraction of the time it would take you. As someone who outsources tasks regularly, take it from me - it’s well worth the expense.
Have a question about website building? Think I missed a benefit or step? Leave a note in the comments. Or feel free to shoot me a message to start a conversation.
Happy creating!