I am on a mission. That mission is to educate Irish small business owners on what makes a great website for them. The attitude of “aww sure we’ll just put up a site and see how it goes” must change if Irish businesses are to be competitive online.
There must be a move away from the qualitative “I think it looks good” to the quantitative “this site is giving me x times return on investment from advertising with a cost of y per lead and x per sale.”
Small business owners need to view their website as a money making marketing machine. They also need to attach the appropriate financial analysis to their site in order to understand how it’s contributing to their business but more importantly how it can be improved.
Also, you need a clear goal when planning your website. What’s it’s purpose – to generate leads? or make sales directly.
However, the most important thing is to make decisions about your site’s design and layout based on analysis of conversion rates and not what you believe looks good.
In fact, in many cases, a “good looking” website distracts the user from the objective and the sale is lost. On the other hand, a marketing optimised site will naturally guide the visitor towards the conversion goal. Therefore, making much more sales.