New plans and resolutions are the mark of the New Year. Both personally and professionally, the end of the calendar year is a great time to assess what is working well and what needs work.
As a business owner, you’ll likely spend some time at year’s end looking at your books, reviewing your year, and making plans for 2017. While you’re at it, consider taking a fresh look at your website. Websites are notorious for going out of date quickly—as your business evolves, as markets change, as audiences grow. Don’t let a revision be daunting. Take it one step at a time.
Here are three areas to consider:
1. Create an audience. If you don’t already have an ideal client in mind, create that person. Give that person a name, a voice, an occupation, a family, a hobby. Take some time to read through your website as if you were that person. Is it written for them, or does it feel like something is off? Do you talk to them and also ten other types of people? It’s ok to have a few people in mind while sharing your message, but if your copy doesn’t have a clear voice it might be time to look at a rewrite.
2. Look at your images. Are they high quality? Do they reach that person you created when you looked at your copy? Can you replace them with better ones? Do they illustrate what your business is and what you are trying to achieve? We live in a very visual world. If a site doesn’t look clean and professional in the first three seconds of viewing, a visitor may move on without reading anything.
3. Navigate. Does the structure of your site make sense? Are there too many pages or is the information overwhelming? Is it easy to navigate? Is there a better way to organize?
Don’t be afraid to get feedback from coworkers, friends, family, even competition. Instead of being defensive about their feedback, take it graciously and decide that maybe you can use at least 20% of it.
As you reevaluate your business goals, you may even decide to redo your entire site. It may seem like a lot of work, but it is worth the effort. Remember – your website is one of the first parts of your business that people see, and first impressions are everything!
We’re wishing you a happy, healthful and successful 2017. Let us know if you need help making your website even better!