Let’s have some real talk about investing in your website. I’m just going to give it to you straight. For most profitable eCommerce businesses, your website is an investment.
Think about it, as we are ever more engrossed in the digital world. How people determine a business’s creditability is often by their presence online.
Especially as an eCommerce business, your website is one of the most important assets of your business. Without it functioning properly or establishing trust you lose money.
There is value in having a solid online experience and how it connects to better sales.
48% of people mentioned a website’s design is the most important factor in deciding the credibility of a businessSource
Looking at your website as an asset
Have you ever landed on a website and thought there is no way I am entering my card information here? You know the websites whose images make no sense, the colors are hard to look at and common things just seem broken.
Your trust just goes out the window and you click off. It’s like: “get me out of here.”
Then you find a website that has great photos, the words flow well together and it just seems so easy to find what you are looking for.
Next thing you know you find the item you want and you check out with ease. It seemed so natural and you start to feel excited about receiving your order.
Both of those experiences are very different, with the latter business you can tell they value their website is an asset.
They invested the time to make sure their message feels right to their ideal customer and that the site design and operations flow nicely.
What happens when you invest in your website?
There are a few things that happen when you invest in your website that if done correctly will lead to positive returns.
A cohesive message
It’s important that your customers understand they are in the right place when they land on your website. That is supported by the words that are being used, the graphics, and other supporting elements to tell your brand story.
Becomes your marketer
Your website is a 24/7 marketer for your business it doesn’t call out sick or requests vacations. It also works for you when your off sleeping or hanging out with the family. In order to make this the most effective it can be. You have to give it roles and responsibilities just like any employee, you set the expectations upfront. If you’ve hired employees before, hiring and training is the employer’s investment for a better future outcome. Otherwise, the employer will be out there doing the job themselves.
Reduces administrative hours
If you ever found yourself answering the same questions over and over again. You can eliminate that by making your website the go-to destination of information.
When a customer has a question just direct them to that particular answer. This also comes in handy when you are responding to questions. Instead of typing out the answer share the link to the answer.
This will save you so many hours each week!
Better positioning in the market
This is a biggie, a brand that is positioned well in the market will stand out and become the go-to for a lot of sources. In order to get there, your website experience and presence need to be solid. This is not where you want to show up as an amateur especially when you are looking for collaborations and PR opportunities.
When people are handing over personal information like their credit cards. They want to feel that their information will be safe and secure. The way your website looks and functions will give them the best impression of whether your site is credible or not.
Now that you have some better ideas on why investing in your website is important. Consider your goals and what you want to achieve.
Consider where you are now and where you want to be
Start with where you are now and the current results you are experiencing. Are you experiencing exponential growth? Where people are coming to your online store and checking out consistently higher than before.
Are people finding your core products after they’ve been directed to your site from other sources? And are they completing transactions successfully?
If you know you have an opportunity in this area of your website and you aren’t willing to invest in fixing it. Then you’re going to remain stuck unless you spend your time and energy fixing it on your own.
If you go the DIY route, which is fine for those getting started.
You’ll need to understand how consumers shop and what inspires them to take action. Then research your own market and design a solution that creates that impact for your own business.
I can almost guarantee you that investing the least amount of money here is not going to get you the results you’d want.
Instead, you’ll be looking for more solutions months down the road because what you thought was a great decision didn’t make the cut.
Set measurable goals for your website design
Have clearly defined goals that you want to achieve with your new website presence. For example, you want a new website experience because:
- Your sales aren’t converting at a rate you want.
- You’re embarrassed to send customers to your website.
- You have new competitors who are capturing your audience.
- Your visuals aren’t consistent and not helping your credibility.
Whatever your goals are be clear about them so that they can be planned into your website design.
A strategy-based web designer is going to make sure your foundation is solid before crafting your website experience. Here at TMC, we began that journey with the Brand Strategy element of your brand.
Ensuring that your message is right and succinct with your business so that your ideal customers are attracted to your brand and understand your values.
This is ever more important as an online retailer, each day thousands of new shops are launched. Creating a new market for consumers to choose from a variety of brands.
While investing may seem uncomfortable, you rarely grow from a comfortable state.
Then ask yourself: “Is the pain of staying the same greater than the pain of change?”