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Small Business Digest


Building An Effective Company Website Takes Time, Forethought, Patience

Companies can no longer ignore the role it’s website plays in the sales process.
Customers often get their first impression of the company on the Internet.
Smart small business leaders devote time, care and resources to delivering the right message to visitors.
As technology advances, and potential customers can access a Web site in a variety of different ways, an online presence is increasingly essential to business success. Even more so with the rise of tablets and mobile browsing, potential customers will often get their first impression of a company from the Web site.
Roy Chomko, co-founder of Adage Technologies ( offers these tips and tricks to make sure a company’s Web site is effective and that first impression is a good one.

  • Messaging is key: Before doing anything with their Web site, companies should first take a step back and make sure they know what they want their messaging to be.  All stakeholders need to agree on what the core message is before the Web site project begins.  This extends to logo, branding, look and feel, and more.
  • Provide clear, consistent direction: “Clean up” the Web site with consistent navigation, naming, themes and colors. In terms of navigation, people are trained to look for certain expected terms (about us, services, products, contact us).  Make it easy for people to find these terms so they can get in, get the information they need, and get out.  If people can’t find what they want quickly enough, they’ll move on to someone else’s Web site.  By having consistency throughout the Web site, the brand and message will be much more clear.
  • Don’t aim to entertain: A business Web site should not entertain as much as it should promote the message.  Just because a company can stream video, music or flash does not always mean it should. Do not let the message get lost in noise. 
  • Don’t get held hostage by a developer:  If the company is considering investing in a Web design, then also invest in some sort of content-management system. Make the investment today, and it will be worth it down the line. Instead of having to ask the developer to make changes and updates, those needs can be handled in-house, saving time and money.  Likewise, get the code from the developer.  Even if the site is technically company-owned, make sure to have a copy that can be referenced in the future, if need be. 
  • Keep content current: Of course, just because the company has the ability to make changes to the Web site doesn’t always mean it will. It’s important, however, to make periodic updates to the site. Not only does it provide a way to update customers on recent happenings with the company and upcoming events, but it also helps to position the company as an expert in the field. Features such as blogs, articles or news sections spur a more-casual conversation with customers, allowing the company to consistently demonstrate its knowledge of the field.
  • Be mobile-friendly: This is a more recent initiative, but one that is becoming increasingly important. With more and more customers able to check a Web site from a mobile device, businesses need to make sure their Web sites can adapt. It takes only a few seconds for a potential customer to hear about a business, look up the Web site on the phone, see that it is not mobile-compatible and move on. Converting to a mobile-friendly site can be easy and cost-effective, so begin a conversation with a developer today.
  • The No. 1 thing to keep in mind: If there’s one thing that a small business should keep in mind when designing a site, it’s that the whole point of a Web site is to be a résumé for the business.  Give people enough information to want to submit a request or pick up the phone, but do not overload them.

© 2018, Information Strategies, Inc.
P.O. Box 315, Ridgefield, NJ 07657