Importance of “Best In Class” Business Websites, the Bigger Picture

When building a house, the integrity of the construction is only as good as the strength of its foundation. This is the same with websites. If the design is drab and dated, if the message regarding your products or service does not tie to how it benefits the consumer, then you are missing out on a tremendous opportunity to attract new customers.

In our current economic recession, it has become extremely important for businesses to maintain and expand their customer base through well-designed and effective market strategies. You can’t afford NOT to have an extra edge in your business, if you want to maintain revenue and profitability. In the current “online” age, that extra edge is afforded to you by creating a fresh and relevant professional website for your business. The days when folks browsed through the newspapers and magazines or the yellow pages to locate the businesses that would meet their needs are long gone; online search engines have now taken the place of those age old tools, and are used by people to locate the services required by them.

Obviously in that scenario, your company needs to have a significant professional presence if it hopes to gain a piece of the online market. Think about it.  What is the impression you are giving visitors to your site if it looks drab and dated? Also think about you local competition, do they have a website that is fresh, professional and provides consumer benefits in their messaging?

The site is your foundation, social media starts the buzz

Some might argue that simply creating a Facebook or Twitter profile for your company should suffice in this social media centric age. While that is not a bad idea, simply relying on your company’s social media profile is not going to cut it. Social media presence is meant to complement your online presence; it is not the be all and end all of your online strategy. This article and others to come will discuss some additional pertinent reasons that should prompt you to create a compelling website.

Most users who spend a lot of time on Facebook or Twitter, are not concerned with professional networking, rather they spend time on the social network site to connect with family and friends. Your presence on social media channels alone is not enough for drawing in potential customers; rather your profile’s discovery on Facebook and Twitter should serve as a precursor to encouraging friends to share (provide a small promotion) your website link with others so that they might benefit them from your products or services.

Your company’s brand awareness will then expand by your extended network of prospects. However unless you link your Facebook or Twitter profile to a “best in class” website, your prospects won’t be subjected to a professional and effective company branding strategy.  The value proposition of your product or service will be lost to the visitor, who is now off searching and viewing your competitors’ site.

Content Management Systems for Control and Opportunity

A CMS (Content Management System) allows the business owner full editing control of the text and most of the imagery that resides on the website.  Having your website built with a CMS platform is critical initially, in order for you to create fresh new content needed for optimum SEO results. You need control to edit the content you are positioning to prospects and valued customers so that you able to change it on the fly when there is a need to react to the market, with focused attention on what is working in you marketing efforts.

Possibly, you would also be responding with better promotions, more comprehensive detail to products and services etc. Your website is your primary online brochure; it is the face of the company to the marketplace. Having control of the content on your website is the only way to affordably react with information to an ever changing  market, so make sure when speaking to the company designing and developing your website, you include a CMS platform.


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