When our client, the Independent Electrical Contractors (IEC), asked us to write the feature article for the upcoming issue of Insights, their in-house magazine, we were thrilled! Published eight times a year, Insights is the premier magazine for the electrical and systems contracting industry. Our article, “Never Underestimate the ‘Power’ of the Internet: 4 Whys and 4 Hows for Great Websites,” fit right in with the theme for the April issue – harnessing technology for profit. Check it out below!

 

Never Underestimate the Power of the Internet: 4 Whys and Hows for Great Websites

Show of hands, who among you has never heard of the internet? No one? That’s not surprising since the internet has gone from handy invention to must-Google-everything addiction to “my neighbor’s newborn has a Facebook account” in a matter of a few years. Let’s face it, if you need to find a news article, the nearest restaurant, how Dad recovered after surgery, or a viral video, you’re finding it online. Heck, you might even be reading this article online. Yup, the whole world is surfing the web these days, and barring any Armageddon-like scenarios, that’s the way it’s going to stay.

We realize we may be stating the obvious here, but for those of you who neglect your business’s website (or worse, refuse to set one up) you need to understand, we live in a technology-driven world… you cannot escape it or ignore it. Your business’s web presence (or lack of it) speaks volumes whether you like it or not. A great website is not just nice to have anymore, it’s vital to your company’s survival. Still not convinced? Here are 4 reasons why you need a great website, and 4 ways to make it happen.

 

WHY YOU NEED A GREAT WEBSITE FOR YOUR BUSINESS:

 

1. VISIBILITY – If we didn’t make it clear before, guess what, the whole world gets their information online. In fact, more and more consumers research products and services online before buying offline (ROBO). They look up who their local providers are, who offers the highest quality, who knows more about a certain topic, who has the best prices, who has the quickest response time, who gets the best reviews, etc. Without a web presence, you’re not even part of the equation.

2. REPUTATION – Social media, online reviews, and online content form a judgment about your company. That judgment is strongly tied to consumers’ decisions to use your services or purchase your product. Having a great website gives you the chance to connect it to other positive online content, raising your reputation, and essentially letting the public advertise your business for you.

3. TRUST – Word-of-mouth is a very powerful tool, but do not mistakenly assume you can survive on word-of-mouth alone. There is a term for people who rely solely on word-of-mouth to generate business – unemployed. Customers must be able to look you up once they hear about you. Websites help build trust with existing and potential customers. Who would you consider more trustworthy, a professional whose website uses real photos of their establishment and employees, has a solid “about” page with their phone number, physical address, and intelligent content, has social media links, and links to trusted national organizations they belong to, OR someone who chooses to avoid the web or uses old, sloppy information on their website. A great website that’s professionally presented and houses valuable content helps position your company as experts in your industry. It shows that you care about your business and that the business has longevity. A company with a great website gives the impression they’ll be around for a while and aren’t going out of business next week.

4. OPPORTUNITY & OPTIMIZATION – With the technology available to website owners these days, you can make your website work for you in dozens of ways; gather new contacts, answer questions, conduct live webinars, collect payments, and market your products and services all without leaving your home or making a phone call. One perfect example of marketing your business is search engine optimization (SEO). SEO can help you control how you appear when people search for your services or products and place your website as an answer to a consumer’s problem. By using specific key words, meta tag descriptions, and certain criteria, your website could rank toward the top of a consumer’s internet search. An optimized website increases visibility and enhances business opportunities.

 

Now let’s take a step back and consider who your potential customers are. They’re intelligent people who want to solve a problem. In some instances, with the help of online tools, they may be able to fix the problem themselves. With the world at their fingertips, consumers don’t just search for any old professional. They want the best value. If you want a chance to be the solution to their problem, you need to make your presence known.  There are so many bad websites out there. A great website will help your business stand apart and be recognized in a sea of millions. So, how can you make your website great, you ask? Here are 4 ways.

 

MAKE YOUR WEBSITE:

 

1. USEABLE – A website should be easy to use, organized, and intuitive. Don’t sacrifice usability for flashiness. Your users won’t care about some great animation if they’re second guessing how to get from page to page. Make navigation clear and consistent, and contact information easy to find. People want their information immediately. They won’t dig for it. The more usable your website, the more comfortable your customers will feel using it.

2. CLEAR – It’s important that your message (who you are and what you do) is relayed to the site visitor in 2 seconds or less. Clearly and simply convey your message, and the user won’t need to work to interpret your site, potentially get discouraged, and leave. Be straightforward about what you want the user to do. User directives should be as clear as your message. In addition, all site content should use accurate spelling and grammar. Nothing screams, “unprofessional,” louder than a very obveeous missspeeling.

3. CURRENT & RELEVANT – Only include content that adds value to your user’s experience. Otherwise, they may get lost in the white noise of swirling animations, useless, irrelevant text, and image clutter. Any facts, links, contact information, articles, news feeds, or other content should be 100% correct and up-to-date. What good is a fantastic website if it links to your old email address and has “news” from 2010?

4. ATTRACTIVE – Of the items on this list, nothing contains more differentiating power than your website’s look. An immediate first impression can make or break a user visit. Professional designs that convey your unique brand message will give your website personality and set you apart from the hundreds of other companies using dated, pre-fab templates. Stay away from the canned websites, position your brand for success, and present your service or product as the best with a great web presence.

 

If you’re unsure how to get the right look for your website, or how to achieve any of the items on this list, contact a professional web designer. They know how to make great websites and can free you from spending valuable man hours toiling away on your computer. Now that you know the whys and hows to a great website, it’s time to harness the power of the internet and use it as a tool for your business. Good luck!