Consider your website as the heart of your business; it isn't just a pretty façade; it's the central hub where all other marketing efforts converge. It's the difference between a thriving enterprise and a forgotten one. You need to know what makes a website not just functional, but phenomenal.

Without doubt, your company website is the most powerful marketing tool at your disposal. All other marketing tools and efforts – to include blog posts, social media, email campaigns, printed and online advertising – all direct traffic to your website.

If designed and set up correctly, your website can then impart more information in a controlled and layered way. It can also help you to sell; get your clients/customers to sign up for an e-newsletter to keep them up to speed with developments and promotions and provide you with useful statistics as to which aspects of your service and/or products are most popular.

First Impressions and Functionality

A quick initial visit to your website should reveal clearly who you are and what you do, alongside the USP’s that set you apart from any perceived competition. If someone is left guessing and searching for more than a few seconds, your website, no matter how slick and regardless of the cost, has failed!

So, what does a successful website design consist of? You want your website to look impressive and highly professional, however, the reality is that it needs to be a subtle blend of creativity (attractive graphics, thoughtful use of typography, interesting photography, excellent copywriting) and functionality. Easy navigation is essential, with information in a logical, easy to find place. Of course, the modes of contact (telephone/email/SM) are vital. There’s nothing more frustrating than hunting around for contact details!

For example, an online fashion retailer targeting a young, style-conscious demographic would use high-quality images and a dynamic layout to make a strong first impression. The website would showcase the latest trends through look books and fashion editorials, immediately immersing visitors in the brand's aesthetic. The visual appeal is paramount, with the design reflecting the latest in fashion web trends to resonate with the target audience.

Despite the focus on visuals, the website should not compromise on functionality. Categories need to be clearly defined, and the search function robust, allowing users to filter products by size, colour, and price. Product pages should provide detailed information and multiple images, while the checkout process must be secure and user-friendly. The website's design in this example ensures that customers can easily browse and purchase the latest styles, combining visual appeal with a seamless shopping experience.

Mobile Optimization and Content Refresh

It’s also important to point out that your website should be mobile friendly – particularly if it's retail/home customer orientated. Most new website platform providers now offer tools to help you with this.  For instance, a fitness app company will optimize its website for mobile users, understanding that their target audience often accesses information on-the-go. The mobile version of their site is not just a scaled-down replica of the desktop site; it's a thoughtfully designed interface that prioritizes speed and ease of use. Key information about the app's features and benefits is presented in a concise manner, with bold call-to-action buttons that stand out on smaller screens.

The mobile site also takes into account the touch interface of smartphones, with larger buttons and interactive elements that are easy to tap. This attention to mobile optimization ensures that potential customers can quickly grasp the app's value and are more likely to download it. The company's dedication to a mobile-first approach demonstrates an understanding of their users' preferences and sets them up for success in a market where mobile usage continues to rise.

Don’t let your website stagnate; its design and launch is only the beginning! For favourable search engine results you need to be constantly reviewing keywords, title tags, headers and URL’s as well as adding fresh content. A blog is one very effective way of adding new content and in many instances, your web platform will have a feed that enables you to post your blogs on the various SM platforms. Setting up a FAQ’s section is ideal since it also gives you the opportunity to become an authoritative expert in relation to the industry in which you operate.

Choosing the Right Platform

So, which platform should you use? Well, there is an old school of thought that ‘Word Press’ is the best for customised, optimisable solutions...but these days, I don’t necessarily agree. This is because there are now several providers offering ‘ready to go’ customisable solutions that are visually attractive, easy to use and offer all the optimisation and ‘bolt on’ tools you could need.

To give you an idea of what is currently available as of October 2023: Squarespace and Wix both look great and offer high levels of design flexibility plus a whole host of bolt on tools, Shopify – Best for e-commerce selling; Go Daddy – For speedy set up; Hostinger – Ideal for organisations that might require multiple sites; Word Press – Best value for money.

Cost-Effective Design Solutions

Costing is essential when setting up your business. Therefore, steer clear of ‘big agencies’ and self-professed web design experts (of which there are many!) trying to sell you a ‘custom solution’ costing £2, 3, 4 K and often beyond! Times have changed and web design isn’t necessarily the complicated, dark art it was once perceived to be. There will undoubtedly be a good, local designer who can work with one of the above platforms for far less, but remember, good copywriting and high quality imagery is essential.

And remember….

Your website is not a static entity; it's your digital identity and it must evolve with your business. Are you prepared to iterate and innovate as your market and technology change? 

Reflect on your current website. Does it truly represent your brand today, or is it a relic of your business' past? How often do you reassess your online presence to ensure it aligns with your evolving business goals and customer expectations?

We at Venture Planner understand that a business plan is not a one-time document; it's a roadmap that requires regular updates and recalibrations. The same principle applies to your website. Share your thoughts with us and the wider community. How do you keep your digital presence fresh and relevant? What strategies do you employ to ensure your website grows alongside your business?

Join the dialogue and let's explore together how we can create digital platforms that not only meet the current demands but are also primed for future challenges and opportunities. Venture Planner is here to guide you through every stage of your business journey, including the digital transformation that is crucial for success in today's market