Managing Website Expectations
Website expectations are often a challenging experience for website companies. Companies often expect a huge influx of business from a website, when in reality the flow of business from a website is often less than expected.
This does not mean a website is not important, but rather that a website serves a multi-faceted function. At the core, a website is actually an image product. How often do you find yourself being contacted by a company, then Googling the company, seeing their website and making the decision whether to engage or not engage with the company based on how appealing their website is?
The same is true for people looking at your website, it may not be the website that brought the business in, but it is the website that confirms expectations when dealing with a company. For example, if a website has not been updated or upgraded since 1995, it’s highly unlikely the purchasing decision maker will follow-through on engaging with the company.
Investing in a digital footprint is not only a sideline product of the business, but as important as the right physical location. It confirms the brand, confirms professionalism and confirms that a company is clear in their objectives.
We have seen that if a website is well designed, content is clear and search engine optimisation is adapted regularly, the leads generated from a website increase as time passes.
Leads from the website do get generated, but it does take time and constant observations by using the website analytics, analysing key search term results and following basic principles of design over a period of time allow for the adaptation of a website to generate leads while building the image of the brand.
A website must always be viewed as a key brand identity element that enhances the chances of generating new business by confirming the business legitimacy. A professionally designed, well written and well optimised website can generate business leads, but remember this is not the only consideration in building a website.
The primary objective of a website should always be to put your best foot forward and confirm your current and prospective client’s expectations of the business’ professionalism, quality products and services on offer.
Your website company should be clear in their communication of what functions a website serves, if they are not, consider scanning the market for an alternative provider. Honesty and integrity of your digital provider will help you in achieving your digital objectives.