Beyond the brochure
Beyond the Brochure – Making Your Website Work Harder
For many small businesses, a website is treated like an online brochure. It lists a few services, adds some contact details and maybe includes a few photos. Then it's left alone.
The problem is that brochures don't do very much. Your website can. The best websites quietly work behind the scenes every day. They answer common questions, explain your services, allow people to book appointments, showcase your latest work, collect enquiries and reassure visitors that they've found the right business.
Think about how many times you've answered the same question by email or on Facebook.
"How much does it cost?"
"Do you work weekends?"
"How do I book?"
“What areas do you cover?"
"What happens during my first appointment?"
Every time your website answers those questions for you, it saves you time and makes life easier for your customers. It's also working while you're asleep, on holiday or busy with other clients.
Your website should do more than look nice
A beautiful website is lovely to have, but if visitors still have to message you for basic information, it's not doing its job. Depending on your business, your website could include things like:
Online booking
Contact forms
Frequently asked questions
Customer reviews
Blogs and helpful advice
Galleries of your work
Downloadable guides
Gift vouchers
Newsletter sign-up
Links to your social media
Maps and opening hours
None of these features are there simply because they look impressive, they're there because they make it easier for people to become customers.
Small improvements make a big difference
You don't need a complicated website packed with hundreds of pages. Often, it's the little things that have the biggest impact. Perhaps your phone number is difficult to find, maybe visitors can't see your prices, perhaps they don't understand what makes you different or maybe they simply don't know what to do next. Making those journeys simpler often results in more enquiries without spending another penny on advertising.
Your website should grow with your business
One of the biggest mistakes I see is businesses building a website once and never touching it again. Most businesses change, their services evolve, they gain new qualifications or testimonials from new customers, so your website should grow alongside you.
Adding the occasional blog, updating your photographs, introducing new services or answering questions you've been asked recently all help keep your website useful and relevant. It doesn't need constant attention, it just needs to reflect the business you are today, not the one you were three years ago.
A website that works while you work
Your website isn't there to impress other designers either, it's there to help your customers feel confident enough to contact you. When it's planned properly, it becomes one of the hardest-working parts of your business by welcoming visitors, building trust, answering questions and encouraging enquiries every hour of every day.
That's far more valuable than simply looking good.
Right... I'm off to put the kettle on.
See you next time.
Bev ☕