Saturday, June 25 2022

With the rise of online shopping and e-commerce, businesses today depend more than ever on the proper management of their website. However, there is no rule on the right way to develop and manage a business website. There are distinct differences between one industry and another that make it impossible to generalize about website management.

Even so, some things stand firm across all industries that were simply never codified. Luckily, there are business people who have managed to make business website management an art. Fourteen of these professionals Forbes agency advice explore several industry best practices they discovered for running a business website below.

Photos courtesy of individual members

1. Have a strategy and know your visitor

The home page of a website is the most important place on the site. In less time than it takes to hit a browser’s back button, visitors will be asking questions and noticing several things. Your website should align with your organization’s strategic goals. Which leads directly to who are the people who visit you, why they visit, how they interact with the site and what we want them to know and do. – Patrick Nycz, New Point Marketing

2. Remember that less is more (sometimes)

A website can allow businesses to share nearly limitless information, but that doesn’t mean they have to throw everything under the sun for their users. Too many choices on a menu, for example, can create confusion or distract from high-priority topics or offerings. Use text and visuals thoughtfully to highlight what matters most to your customers. – Hannah Trivette, NUVEW Web Solutions

3. Keep your customers in mind at all times

Businesses make a fatal mistake when they design and program their websites for themselves rather than for their customers. While there are a million ways to implement this mindset, a granular example is knowing which browsers your users prefer. Make sure your site can accommodate older versions of these browsers, as well as the latest ones. – Mary Ann O’Brien, OBI creation

4. Make it a knowledge center

Talk to the news. To be authoritative in your industry, you need to be able to provide insight into what’s going on and why it matters to your customers. Providing well-researched and well-written reviews is a great way to make your website a knowledge hub. – Paul Blanchard, Right angles

5. Be specific, valuable and keep it simple

According to Hick’s Law, the more choices you offer visitors, the longer it will take them to make their decision. So the first rule is to be specific. Second, add value to visitors by adding call-to-action buttons (e.g. ROI calculator or free SEO audit). Finally, use the programs that build the heatmap and click reports for a better understanding of the UX (user experience). – Oganes Vagramovich Barsegyan, Beverly Digital Marketing Solutions

6. Focus, focus, focus

Sometimes people want to add all the details of what they do. My best practice is to focus, right from the start. Decide what your goals are for the site: is it to build relationships (perhaps add live chat functionality) or to sell products or just to give information? Decide on your main goal, then change and pivot from there, depending on what works. – Kaaren Whitney Vernon, Shaftesbury

7. Feed your blog or kill it

If your business lacks the resources or motivation to consistently produce relevant content, shut down your blog. Content that is more than two months old suggests either that your business is no longer in business, or that ideas and enthusiasm are scarce. Your website should be a brand asset, not a liability. – Gordon Andre, Highlander Consulting Inc.

8. Set the tone

Use your website to convey the “tone” of your business – through text, visuals, presentation of your products and services, leadership, culture, and even job postings. However you best describe yourself – conservative, buttoned-up, progressive, even irreverent – ​​let that spirit stand out as a differentiator. – Jim Heininger, Dixon|James – Rebranding Experts

9. Meet the most important needs of customers

Anticipate the primary customer need and make sure the story your website tells explains how your product or service meets that need. The website design and functionality should support it, but the story should come first. – Inna Semenyuk, Innovation Labs

10. Update it constantly

Gone are the days of spending lots of time and resources building a website only to never update it again. To maximize the potential of any web page or online community, you must remember to regularly update and maintain the content of this platform. Not only will you favor search engine algorithms, but you will also give your repeat visitors a new experience each time they visit your page. – Alex Quin, drone

11. Use human imagery

Human imagery on the homepage makes a big difference in creating a good first impression. Of course, a clean look and feel, aesthetic design, soothing colors, and good navigation are important for a good homepage. But one thing that can make a difference is human imagery. As humans, we love talking to people, and having a good visual with people creates an instant connection with the website visitor. – Hareesh Tibrewala, Mirum India

12. Remember that appearance matters

A professionally designed and easy to use website will let potential customers know that you are a reputable organization they want to do business with. And don’t forget your mobile site. People won’t recommend a company with a poorly designed mobile site. – Laura Cole, Vivial

13. Add video content

Video is your #1 marketing tool in 2020 because it’s how people are consuming content right now. Just to illustrate, add a video to the website increases organic search traffic by 157% and increases the conversion rate by up to 80%. Take the time to shoot an informative and valuable video and embed it on your homepage. It will definitely create a positive first impression. – Solomon Timothy, OneIMS

14. Don’t Forget Your Doo Social Frontr

Websites are often one of the top search results for a business, but chances are that in the top three results is probably a business’s social page as well. Equally critical is ensuring that any “front door” a consumer decides to enter is organized, up-to-date, and on-brand. Not only do you need to make sure your website has working social links, but you also need to make sure that your social pages link easily to your website. – Matthew Brown, ThumbStopper®

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