More than an online brochure
More small business websites don’t create a lot of value. It’s not because they can’t, but because they aren’t usually created with the right goals in mind. In addition to poor design, most small business websites are not properly managed.
After the initial excitement of launching a new website, they are quickly forgotten and fall into disrepair. Important technical updates are overlooked and even company information can be out of date.
They are generally very good regardless of the service, product or business that their business relies on. Unfortunately, the business aspect of “running a business”, especially things like running a website, is not taken into account as well. Therefore, things like a website for their business are built the wrong way, for the wrong reasons.
A Better Way To Build Small Business Websites
Perhaps the most important aspect of building better small business websites is recognizing when you don’t have the skills to do the job. Once you’ve done that, it’s essential to hire the right partner. Unfortunately, most agencies, designers and developers serving small businesses fail here too. They have the technical ability to do the job, but there is a lack of business understanding that leads to failure.
Start with the end in mind
A good place to start when building a website is to map the customer journey. Not only is this a great way to understand how a specific business works, but it will reveal places where a website can add value.
This is true for both the business and the customer.
It is only after you understand what it is like to be a customer of the business and the actions required by the business to serve them that you can begin to build and manage a website. Once a foundation of understanding is established and the initial website built, ensuring that the investment is properly managed and maintained is the key to long-term success.
Self-Run or Outsourced Small Business Websites?
For businesses with less than $ 3,000,000 in sales, maintaining a website with employees probably doesn’t make financial sense. Not only does an employee need to have the technical skills and experience, but you would need multiple employees to do it well. Even on simple small business websites, you will need at a minimum:
- Technical knowledge
- Design skill
The best solution is to find a partner who can handle this for you. The difficulty is finding a company to do it, it’s the same as building a website. They must be able to do whatever is required and do it with an understanding of the needs of a small business.
Fortunately, there are companies with both the commercial skill and WordPress website maintenance plans to succeed. Compared to hiring staff to do the job, they have all the basics covered and you only pay for the plan. This type of relationship allows the business owner and their employees to focus on the products and services their customers pay them for.