There are a lot of things that are crucial to running a business, and anyone who takes that task on has to have something pretty special about them!
You need to be a strong leader, have fantastic social skills and a decent brain for numbers and organisation. But there’s one thing that many business owners seem to have in common that can cause them pretty big problems: they don’t know how to use their business’ assets properly.
Now, it’s likely that you have a website. No business can survive without one. But how much time and effort have you put into really making it the centre of your online operations? Here are a few ways that you might be neglecting your website.
Of course, your website should be functional; that’s obvious. If it doesn’t work, then it might as well not be there. But many business owners ignore how important the design of the website is.
People make up their minds about your website based on their pretty immediate first impression. If that first impression is an ugly, cheap looking site, then it’s going to have a knock-on effect on your business. This is especially true for certain industries.
Web development can make or break your business. If a customer sees the website for a hotel that looks drab and uninspired, that feeling is going to be transferred to the hotel itself. Make sure that the design of your site reflects the impression that you want your company to give.
Don’t just think of your website as a place to advertise and give basic information. Make sure that it includes engaging, interesting content. People like stories. It helps them to engage with your business on a personal level. If you can use your website to build on the narrative of your business, then you’ll find that customers are much more likely to stick around. You should have a section on your site about the history of the company, as well as a blog detailing recent goings on.
It doesn’t matter if your website is beautifully designed with the most wonderful content if it’s not working. You can’t simply put a website online and expect it to take care of itself.
Make sure that you’re consistently maintaining and updating the site to ensure that it is as functional and usable as possible so matter what. It might even be worth having a dedicated web team to handle that if your business gets a great deal of its traffic online. If not, and you’re handling things yourself, make sure that you set aside regular time to check up on your site.
Just because the internet is a more recent development in the world of marketing doesn’t mean you can afford to ignore it. In just the last decade it’s massively transformed the business landscape. If you can’t move with it and adapt, then there’s a chance that you’ll get left behind.