Are you a small business that’s thinking of DIY ‘n when creating a website for your business? I’m going to walk you through the big five reasons why a lot of these kind of websites fail, so that you won’t make those same mistakes.
I’m Darrin Holtz web developer for WNY Web Development and this is the blog where I show you how to put your website to work for your business!
Okay! So, Creating A Website For Your Business The DIY Way
You know, a lot of website experts are going to say never do this, that it’s not a good idea. I’m not here to do that. While I do believe that if you have the money for it, it’s always best to hire experts to do what they do best. But I live in the real world and I understand that the reality is most small businesses can’t afford the $10,000 plus it can take to build that strategy based client generation website.
So, what ends up happening instead is usually they’ll throw one or two thousand dollars to a freelance web designer who will design them what could be a very attractive looking web site. But one that’s not really going to have a return on their investment. So in some cases, the DIY website might be the best way to go. But is of all things in business you know. There’s a right way and a wrong way to do it. Believe me, I’ve seen firsthand all the different ways that a DIY website can fail.
So, here are the top five mistakes that I’ve noticed. Also how to make sure that when creating a website for your business that yours is successful.
1. Low Expectations when creating a website for your business
If you don’t ask anything of your website you don’t have it set up to perform any vital functions inside your business. Like attracting new leads and then nurturing them all the way into paying customers. You’re already setting it up to fail.
Whenever I have a new client and I ask them, “what’s your goal for the website?” I can’t tell you how many of them say something like, “we just want people to be able to, you know, check us out online” or “we want people to be able to get more information about us.”
Okay! Well that’s called a brochure! And if you start treating your website like just a glorified brochure that’s all anyone’s ever going to do on your website. They’re going to check you out and then they’re going to move on and check out five or ten of your competitors as well.
So, you should be asking a lot more of your website. It can do a lot of the heavy lifting inside your business. It can be your number one salesperson 24 hours a day basically. Virtually it can bust any objections visitors have to your site. It can prime the sale filling your calendar with appointments and consultations. Building your email list of future paying customers.
So, the bottom line is your website can be a customer or client generation machine. That’s the goal you should go into it with and you really should demand nothing less from it.
Okay, next up
2. Treating your website like an art project rather than a business tool
So, I understand when you’re planning a business or you’re planning a new website design this is the fun part. Right? The web designer in me totally understands this. It’s fun to look at other websites just to kind of see what you like. What resonates with you. It’s very easy to get distracted by all the ultra cool web designs out there.
The problem is the more you start to go down that rabbit hole the more you start to lose sight of the stuff that’s really important. Like the messaging and the overall strategy. And by the way, I’m not saying you can’t have both, you absolutely can. But where people fall into trouble is when they start to prioritize the cool factor over the more important stuff.
And if you’re on YouTube a lot, I don’t know if you see these. I see them all the time. The ads for Wix or possibly Squarespace which just show these really slick looking web designs. But notice how they never talk about any kind of a lead generation strategy. And I hate to say it, but the average Wix site doesn’t end up really looking the way it looks in the commercials. They end up looking a little bit more like Pinterest fails, because they provide templates but they don’t really give any guidance with choosing images or colors or anything like that
So, if you want to ensure the success of your website, it’s much more important to focus on nailing down that crystal clear persuasive sales message. The right lead magnet that’s going to attract a lot of leads who maybe aren’t ready to buy today but will become tomorrow’s paying customers.
A solid call-to-action that goes beyond the basic contact us or learn more now. Those are the things that are going to boost your business way more than any “stunning” website ever could.
3. Ignoring the buyer cycle
90% of clients, along with most business owners take kind of a short-sighted approach to their website. Thinking that if someone’s on their website today that’s because they’re ready to take action today. Unfortunately, the stats just don’t back that up.
The truth is 80% to 90% of your site visitors today are just there. They’re in research mode. They’re making a mental list of companies they may want to work with. When they’re ready to.
Another misconception, is business owners tend to think well if they’re on their website today researching that’s okay they will remember us when they are ready to make that decision. But again not necessarily true. Remember they’re going to be looking at five to ten of your competitors as well.
So how do you make sure that you that you’re the most memorable out of the bunch? Well smart businesses understand that the best thing you can do is get those people onto your email list on that first visit. And you do that with a really irresistible lead magnet that’s going to attract them and entice them to sign up. That way they’re on your email list and you can follow up with them weekly.
You know, every week you send out a new helpful email, you’re nurturing them. You’re making sure you’re keeping your business top of mind for them when they’re ready.
But there’s an art to creating the right lead magnet, the right topic and the right title that’s going to be irresistible. that’s actually going to make them want to download it you know. Newsletters don’t do it anymore.
So by shortchanging or ignoring this piece of the puzzle altogether you’re really leaving a lot of money on the table and a lot of potential profits behind.
4. Saying too much that your clients really just don’t care about
So think about it, when people are coming to your site they have a problem and one question on their mind. And that question is can you help me solve it.
So then, why does so many websites you know list out their entire history? When they were founded. Employee BIO’S, mission statements, community involvement. While all that stuff is nice and probably important to your business internally. It’s very rarely ever to lead to closing a new client.
The two keys to a website that convert are simplicity and clarity. The good news is there is a proven formula that any business can use to focus on what’s really important and to safely leave out all that bloated fluff that’s probably bogging your competition down.
The truth is no matter what services you offer, from tree-trimming to interior design to dog grooming there are only a handful of pages on your website that you really need. And if you include anything more than those pages you’re probably just making a lot of noise. And sure the details on those pages differ based on what you do but the pages themselves pretty much remain the same.
All right, next up we have
5. piecemeal strategies and cobbled together content
So, when small businesses decide to do their website themselves the biggest mistake I see them make is to take that DIY premise one step too far and truly do it alone. You know, they start learning from various online sources.
So the problem comes in when they start taking all these separate resources from all these different places and then try to cobble all of those different strategies together into one cohesive strategy. And then ultimately into one website. Rather than making the path clear for them, this often leads to a lot of trial and error , confusion and just a lot of hours you’ll never get back.
And sure you can Frankenstein a strategy together from disorganized resources never really knowing what order you should go in or what’s actually going to work. But what you really need is a start to finish roadmap. You know, a system that you can follow. One simple step at a time. And you know I’ve got you covered here. In my pricing guide my template package is what I have explained here in this article and follows all the concepts on creating a website for your business.