Enterprise Nation

Susi White has made an appearance on the site before. That was when she offered advice on how to source referrals and recommendations. This month Susi’s talking websites. In particular, how you can have your website working at its best in three simple steps.  

Good job

For your website to be a success, it needs to be doing its job well.

So what is a website's job?

Generally speaking it is to be a 'shop window' - a place that advertises what you do, shows what makes you different from other businesses and entices customers in to the shop with its well chosen array of appealing delights.

It's a place to give information - quickly, clearly and simply, that tells prospective clients what you can do for them and how it solves their problems. Most importantly, a website's job is to encourage people to get in touch with you, whether by phone or email - the equivalent of entering a shop and telling the shop assistant what they're looking for.

Steps to success

How can you make sure your website does its job?

Step one.

Make your key marketing messages clear - what you do, who your target clients are and how your product or service helps them. If you know that, and can communicate it simply and effectively in a sentence or two on the homepage, then you're halfway there.

Step two..

Ensure the design and layout of the website is easy on the eye and simple to navigate. It's tempting to have reams of information explaining exactly what you do and how you do it, but that's not the information on which a decision to get in touch usually hinges. That's something you can tell clients once they've made contact.

Step three...

Tell prospective clients what to do! A clear call to action, such as 'click here to sign up to my newsletter' or 'please call me on this number to discuss how I can help you' might seem unnecessary, or even pushy, but it's not - it's a navigational aid, helping people find the door to your shop, push it open, and step inside.

The key to creating a website that works is to remember less is more. Keep messages clear, simple and focused and let your website do its job. 

• Susi White, The White Havens
• How to get referrals, Susi White