Preparing to Build Your Website

Make your Site an Effective Online Marketing Tool

Your website is not about you, it is you. Take the time to create a site that speaks your language, sings your praise, and helps the public connect with your service.

In this article, we help you prepare to build your website with the goal of making it an effective online marketing tool. Eview offers an intuitive, online, and easy-to-use web site creation tool that you can use when building your Eview website. But before you get started actually “building”, you’ll want to collect the content (images, logo, artwork) that you want to display and define your messaging (text and headlines) that you want to communicate.

Your website has five pages: a home page and four additional pages. We’ll step you through what you can consider preparing for those pages in the second half of this article. First, when preparing to build your Eview website, keep the following best practices in mind.

• KISS: Keep It Simple, Smarty!
  The number-one design principle for the web is simplicity. Quality web design should make it easy for the reader to find content, absorb your message, and act on it.

• Be Brief
  Say what you have to say and then edit it so you say it with fewer words. If it is possible to cut a word out, do it. You know how fickle a web audience is, how short their attention spans. Get your message across quickly and succinctly or they may miss it.
  
  Also, keep your sentences and paragraphs short. Otherwise, no one will read them.

• Write for the Reader (Not Your Ego)
  This may appear self-evident, but too many websites ignore this best practice. Instead of writing for the consumer, the site’s author seems to be writing with no particular reader in mind. Your customers are busy (somewhat impatient) people who are online to find out something. Put yourself in their shoes and give them what they want.

• Use Web headings that Work
  Online, headlines and subheads are essential. People scan. Headers make it easier for them to decide if they want to read your content, easier for them to digest your information, and easier for them to remember your message.
  
  To create effective headers and sub-heads, write your content and then go back and add the headers and subheads in an effort to “label” what each content block helps the user do or learn. Then, squint your eyes and read only the headers and subheads. If your message still comes across, you’re writing well for the web! 
  

• Use Powerful Language
  Check out other websites for language that leaves an impression. You’ll notice that in addition to being concise, web writers use more verbs than adjectives. Think about what you want your readers to “do” and incorporate that into your headlines and messages. (For example: Plan Ahead, Be Prepared, Beautify Your Home, Keep Your Family Safe, Discover New Tastes, Need a Vacation? Get Going!)

• Search Engine Optimization
  A helpful hint for any site is to be strategic with how you use key words about your business. Remember that keywords are what help your customers find your site while searching the Web. Make a list of words that your customers would use in a search for you (e.g. your name, location, industry, and/or specialty) and make sure to use them throughout your site.
  
  Ultimately, you want visitors to your site to retain your message and “act”. So create content that will get their interest, answer their questions, and connect them with your service offerings and products. Think about updating your content from time to time to keep visitors coming back for more. And consider asking some of your customers what they think of your site and whether it is an effective communicator. You can always update the content and provide them with what meets their needs!

How to Plan What to Put on Your Pages:

1) Your Home Page

Your homepage should be a summary of your business with highlights that you believe (or know) are important to the consumer. For best impact, limit your home page content to two or three short paragraphs that contain:

• A welcoming message
• Your philosophy statement
• A bulleted list of specialized services (with brief descriptions if needed)
• Anything that is vital to your business and services
  
  Always answer the following questions (in one way or another):
  
• What type of business are you? (Small, local, bonded, brand new, family, etc.)
• What differentiates your service? (Lowest rates, fastest response time, personalized service, 24-hour availability, etc.)

Your Message: It is hard to be everything to everybody. Accent your business strengths and the particular variables at which you truly excel. Good marketing presents a true picture of what people can expect from you. If you are known for high quality and not low prices, don’t advertise that you have competitive rates. Setting realistic expectations helps you create satisfied customers.

Associated Links: Your content can lead visitors to various links and support pages. This is important in prioritizing the actions you want your customers to take and should be considered when planning your content and website design.

Business Scorecard: Remember your homepage also provides the content that will appear on your “business scorecard” – a tool that combines home page text with a snapshot of your consumer ratings and your verified credentials. The scorecard can be used as a flyer for you to give potential clients. Visitors can also print your scorecard from the site as a take-away.   

Your website has up to four additional pages. You can customize them in a variety of ways:

• Provide details on all of the services you offer.
• Advertise for a class or workshop that you are hosting.
• Provide detailed information about the history of your business.
• Credential your business further by accenting your accomplishments.
• Provide links to customer resources on other websites or PDF files.
• Highlight your employees; include photos, bios, and/or quotes.  
• Provide testimonials and/or showcase spectacular work.
• Present product information or online menus.

Look around at other sites to see the type of content that resonates with you. See what your competitors (in Bellingham and elsewhere) are doing online. Choose page content that speaks to your audience’s needs and helps them to better understand and connect with you and your unique offering.

You will want to create a title for each page that clearly identifies the content of that page and a “navigation title” that is short and can be used as button text on your home page.

Photos and graphics
The Eview will need an electronic version of your logo and any digital photos you want to include on your website.

Additional Files
You can extend the amount of content you present the public by attaching files to the pages of your site. You can include links to downloadable PDFs, Word documents, Excel files, or image files. All these independent electronic files must be prepared and delivered to The Eview along with your five pages of website content (copy and graphics).

Contacts and Calls to Action
Your contact information is prominently displayed on the home page of your site, but consider weaving in email links and re-printing your phone number throughout your site to make it as easy as possible for potential and existing customers to contact your business.

Give us a call at 360-733-6900 if you have any questions or e-mail us at info@bellinghambizeview.com.

- Pete Nelson and Blaine Fritts