“Is having the best website in town really that important?”

In a word; No. Assuming you live in a community of more than 100 people, that is.

There are some powerhouse brands out there, many of who have spent decades and millions of pounds perpetually developing and re-developing their online identities.

Put bluntly, unless you’re at the helm of a soft drinks manufacturing corporation, also worth approximately £79 billion and there’s a DeLorean in your garage, complete with flux-capacitor, the chances of you outranking Coca-Cola on Google is at best akin to hell freezing over, pigs flying and other synonyms for ‘almost certainly not going to happen’.

But we’re not looking to change the world, right? We’re looking to increase website traffic and customer engagement, resulting in the phones ringing and the diary filling with consultations.
Let me be the first to tell you that this is most definitely not out of the question.

Allow me to rephrase the original question; “Is having a better website than my competitors really that important?”

The answer to that is yes. It most definitely is.

I realise that ‘better’ is an extremely broad and open-ended adjective.
To help explain, here are just a few of the questions I ask myself whilst designing a client’s new website (in no particular order):

  • Is it innovative, original and memorable?
  • Is it clean, well designed and easy to read?
  • Is it possible to navigate to any page, post or product in 3 clicks or less?
  • Is the website responsive? Does it look just as good on a narrow monitor, tablet or smartphone?
  • Does it fit with the client’s brand? Does it impart that all important message they strive to deliver?
  • Are the images featured original? (Where possible)
  • Is the text content engaging, unique, well-structured, keyword rich and on-point?
  • Is the website fast to load?
  • Have I ensured there are no broken links? Are all of the pages indexable by search engines?
  • Will this website still be holding it’s own out in the world 3-5 years from now?

If the answer to any of these questions is no, then you or your web designer haven’t quite hit the mark. You should test your website again and see if you can do better. (Or give our team a call!)

The chances are if there are issues to do with speed, mobile-friendliness or thin/cannibalised content or anything else outlined above, your website is going to be affected negatively in the search engines, namely in the form of your websites visibility.

Here are a few obligatory statistics, if you’re into that kind of thing:

74.3% of consumers query Google Search as their primary source of information. (Source: AYTM Market Research)

40% of people will abandon a website if it takes more than three seconds to load. (Source: Econsultancy)

46% of mobile users report experiencing difficulty trying to interact with a web page, and 44% complain that navigation was awkward. (Source: Keynote)

48% of users say that if they arrive on a business site that isn’t working well on their mobile device, they take it as an indication that the business simply doesn’t care. (Source: MarginMedia)

62% of companies that implemented a website designed specifically for mobile had increased sales. (Source: Econsultancy)

Regardless of the industry you operate in, rest assured that potential clients are looking for your services via the internet. If they land on your website and it fails to impress, they will bounce, and they may remember you for the wrong reasons.

Done correctly however, your website should instil trust, build confidence, and inspire your customers to pick up the phone and do business with your organisation.

It’s a common misconception that a beautiful new website costs thousands of pounds. At Frost Digital we create killer websites to suit any budget (within reason), and I’m sure we’re not alone.

A good web design agency knows that sometimes, less is more. Content is king, and its quality over quantity any day of the week.

As a business owner, you should know if your website could do with an overhaul. You owe it to your business to provide it with the tools it needs to succeed.
Find the time, the budget and the right people to build something special, and your website will pay for itself many, many times over.

October 17th, 2014|