What is the key to developing an effective website

In our web presence article, we identified the importance of establishing a web presence and the fact that a website is an investment in your business.

This month we look at the key factors involved in developing an effective website and the importance of choosing the right web provider.

Choosing a Web Provider

Article appeared for the June edition of the NZ Optics magazine

It is important to understand the difference between a web design company and a web development company - it could be the difference between receiving a quality website within budget, or exceeding your budget by thousands of dollars.

Web design companies focus on the visual aspect of a website; they are generally not programmers nor are they trained in the best methods to deliver your site functionality.  Web development companies usually engage graphic designers to provide a quality design, or work with your chosen designer to develop the functionality behind the web pages.

Choosing the right web development company is essential. View our websites Frequently Asked Question’s for more information.

Design & Usability

The visual aspect of design is usually carried out by a graphical designer, who will provide a graphical representation of the ‘look and feel’ and navigation of your website.    

The quality of a designer’s work can easily be determined by viewing their portfolio.  There are a large number of web design companies; find the one that you consider can produce the quality of design you are looking for.    

Usability is another important aspect of web design.  A website that has good usability will be attractive to the eye, easy to navigate and will act as you would expect it to. Links should look like links and menus should be well positioned, simple to use and take you where you want to go.  

To test the usability of a website, don’t just view the image displayed in a portfolio, go to the website itself.  If you have trouble navigating the site, the chances are that your customers will too!

By applying attention to detail in the area of design and usability, a website will create an enjoyable experience for visitors viewing and navigating your site.

Content

Quality content is also very important on the web.  Some web providers can supply content writing services where a professional content writer can assist you to target your key audience and illustrate your unique selling point.

Too many websites are filled with content about the business and what it offers, but neglects to take in to account what a customer wants to know or purchase. The following quote illustrates this point perfectly: “people do not want to buy a quarter inch drill; they want to buy a quarter inch hole!” What are you customers actually searching for and does your website provide it?

One of the most highly read pages on a website is the ‘About Us’ page.  We recommend that you give a history of your practice and the experience your staff provide as eye-care professionals along with some quality photos of the Team.  This makes the online experience more personal, encouraging online visitors to contact your practice.

SEO

Search Engine Optimisation is the key to being easily found on the web.  As more people are using search engines like Google to shop online, you need to capture the new age ‘foot traffic’.  We have listed a number of online marketing tips on our website which your web provider could assist you with.

Performance Measuring

Following the launch of your website, all aspects of your site should be measured and then maintained to optimise performance.  A quality web provider will be able to manage this process for you.

Some key performance indicators include: How many people view your site each month?  What pages are most regularly viewed?  How often do people spend on your website?  How did they find you online?  How successful is your website at converting visitors into customers?  Which advertisements have the highest conversion rates?  

These are just some of the questions that you should be asking your web provider to deliver reporting on.

Maintenance

An annual budget should be allocated to keep your website online and up to date with the latest trends and customer demands.  Too many businesses launch a website and never update it.  Would you setup a shop window display and leave it unchanged for 2 years?  The same principle applies to your website.

To reduce maintenance costs, ensure your website is equipped with a content management system (CMS). This will allow you to add, alter and publish your own content at no additional cost.  

For a free website evaluation or appraisal, call today on 0800 WEBZ NZ.