It’s easy to underestimate or forget just what a vital frontier of digital marketing for small business a website is. Even companies that don’t do much business through digital media still need an attractive and accessible website with which to engage potential customers or clients.
The bad news is that most of us don’t have extensive experience and know-how in digital marketing, so could easily make mistakes with our web presence. But you don’t necessarily need to possess much of a web design background if you’re aware of many of the basics and how to get them right.
Make sure you have the right system
You don’t necessarily need to create a website for your business from scratch these days; indeed, it’s often desirable that you don’t. Plus, thanks to the widespread availability of such popular content management systems as WordPress, which we use in our Sitemaker websites here at PENNInk Productions, you don’t even need to spend much time constructing a site to ensure it’s a great one.
The right system isn’t just useful for getting your site online quickly, however. It’s also vital for giving your site a strong functional basis. After all, the most important thing that your site needs to do is serve your target audience’s practical requirements.
Illuminate your site with vibrant imagery
Once you’ve ensured your new site’s basic functionality is all well and good, you can start focusing on a slightly more ‘luxurious’ element, making sure it’s all easy on the eye.
Well-chosen images and videos will be instrumental in your efforts to achieve this. However, even here, you may make mistakes. The images and videos that you use should fit in well with your site’s wider tone and style and the brand values that you wish to convey, while not being so massive or garish that they distract the viewer.
Well optimised page copy
Not all websites have a huge amount of text on them these days, but your site should still ideally go beyond a few taglines and contact details. If you are a business, that will probably mean informing your prospective customers or clients about your firm’s products, services and other industry information that will help to establish your brand as an authority in its field. If you are a charity, it means letting them know about your organisation to give them more incentive to support you, whether financially or otherwise.
Don’t forget that you can keep things interesting by incorporating your content into all manner of formats such as blog posts, ebooks and case studies. Oh, and it’s also important to keep it all nicely optimised to ensure high search engine rankings, as our comprehensive SEO packages can make possible.
As you can see, when it comes to the so-called ‘basics’ of digital marketing for small businesses and charities, even the most fundamental elements of your website, there can be a lot to think about. Why not discuss those things today with the PENNInk Productions team, so that you can be confident of giving your own firm’s web presence the strongest foundations on which to build and grow? Simply call 020 8144 7931 now.
Edward Solomon has over 15 years’ experience in project management, technical education, computer networking, web design and development and is a Digital Business Consultant for PENNInk Productions Ltd.