You’re the owner of a small business and you’ve decided you need a website. Maybe you’re just starting out, so you can’t afford to pay a professional to build one for you. You’re going to give it a crack yourself, or outsource it to someone in the office.
But before you begin, have a look at the websites of other small businesses. There are so many bad websites out there, and they are usually a combination of three things:
Cliched stock images
Do yourself a favour and avoid using cliched stock images, such as the one below. Stock images are so overused they have very little impact on someone visiting your site. How many times have you seen the a pretty, young woman in corporate attire, with shiny white teeth, a starched collar and shiny laptop, in a blinding white office? I consider myself a fairly neat person, but even I have clutter on my desk.
We have become so accustomed to this type of image that the only thing it conveys is a lack of creativity. Which is not how you would like potential customers to think of your business.
People want to read real stories and see real faces. So get real with your website. Feature location shots of your business, your staff and your products. Hire a photographer to tell a story about your organisation. This may be a little more expensive than using stock images but the returns will be worth it. Alternatively, hire a graphic designer to create an illustration.
Take a quick look at this delightful website – www.kelly-bros.com.au . A fantastic combination of illustration, stock imagery and personalised photography, which work together in such a beautiful way that you want to buy their fruit and veggies.
Poor typography
There is no excuse for poor typography. Gone are the days when Times New Roman in ultramarine was the standard font for all websites. We have moved on – thank goodness – and with platforms like WordPress good typographic practice is now easier than ever.
The practice of good font layout is simple; make sure your body copy is legible and that your headings stand out. According to Smashing Magazine, the average point size for body copy is 13px and about 24-26px for headings. If you stick to this rule, your website will have a nice clean hierarchy which users can navigate easily.
Outdated content and information
Publishing content on the internet is relatively cheap and easy. So there is no excuse for outdated or incorrect information on your website. The web is constantly evolving and if you want to stay ahead of the competition you need to keep on top of your content. Update your your content regularly. Aim to post interesting blogs at least once a fortnight. This will show your target market that you are in touch with what’s happening in your industry. Show your customers that you have the expertise and know-how to guarantee top class services and products.
A good website combines great content with appealing images to present your business in the best possible light. By avoiding these three common mistakes, you are well on your way to having a successful online presence.
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