Are you thinking of hiring for the development of a web page? We list 3 mistakes to avoid when hiring a web design service that you should not make.
1. Not understanding that, as a general rule, you don’t need “a website” to sell online
When we look for someone to develop a website for us, we must always keep in mind that the website is not an end in itself, but a means to achieve something, which in the vast majority of cases is to attract new potential customers. It is true that there are those who want to use it as a business card for people who already know them, but in general, those who want a website aspires to increase their turnover by making themselves known among users who are looking for services or products such as those it offers.
If we contact a web design agency and they are not interested in the way in which we are going to attract visitors who may be potential clients, we must be careful, because they will probably not conceive it within a subsequent traffic attraction strategy, and then we will make the expense for nothing, and the modifications that will have to be made later can cost us a peak.
The requirements that a website must meet are basically related to how useful we are to potential clients and the trust we generate in them. A website gives us confidence when it has all the information we are looking for at a single click, without changing the page to find something or “explore” hidden trails or wait for an animation or video to finish, and give us this information in abundance and form. visually appealing.
For this reason, a website must respond to the usability patterns set by pioneering companies in the market, that is:
- With a menu at the top that allows one-click to reach any information we need (who is the company, where is it, how to contact it, what services it offers, etc.). Along these lines, we must consider rejecting menus that are not visible at first sight and we must click on an icon to display them since this adds a click to the ideal itinerary between landing on our page and the conversion, that is, what we want that the client does on our website (request information or buy)
- With good legibility (preferably with a white background and dark font, sufficient margins, and line spacing, differentiated horizontal sections, etc.
- With a careful selection of images, preferably made by a professional (they are made on purpose for the company or selected from a stock of images). It must be taken into account that the most attractive websites on the market seem so to us, more than 80%, due to the quality and suitability of the images.
- Some unpublished, relevant and useful texts (information) that provide enough information about what we offer. This will not only predispose them to contact us or buy online, but it will also facilitate the task of converting them into customers because they will come to us with part of the lesson learned.
For all this, a website does not have to be original or different in terms of structure, as a store will not sell more because it has facilities with a strange shape or walls painted in a different color. A website has to be useful, offering good content, presented in an attractive and user-friendly way, that is, what is a store would be to have a good genre, presented in an attractive way and by hand to be able to look at, touch, or smell it.
2. Not having previously designed an online growth strategy
There are people who think they have to have a website. By noses. And that is why many times they make the mistake of investing in a website, even if it is cheap, which will not help them at all if it is not part of a defined strategy: they will have wasted money and often time.
Imagine you have a small neighborhood restaurant that is always full of people. Do you need a website? Probably not, because you are not going to get any return from it. Controlling what is said about your place on Tripadvisor and in Google reviews and, if you see it necessary, responding to them, will be more than enough.
On the other hand, if you want them to find you on Google and to know your restaurant, then it will be useful to have a page. But not just anyone, with any template you can find for this type of business. It has to be tailored to what you want to be done on the web
How to design an online strategy?
For example, if you want reservations to be made, you will have to set up a good system to do so and spend time managing them every day. If you want them to know your daily menu before going, you will have to enable a way to do it easily, and dedicate time to it. And in any case, you must periodically dedicate resources to maintain positioning in Google and in advertising.
In any case, you must assume that a website (especially if it is an online store) will probably change the production system of your company. May cause:
- Reorganization of staff (for example, assigning more staff to order management, updating the website, answering calls or emails, etc.)
- Change in the pricing policy (for example, if the cost of advertising and positioning is too high in relation to the benefit you get from each product or service, you may have to raise prices)
- Rethinking of the products or services for sale (if you have to sell a product that is too expensive to amortize the price in advertising and positioning and be able to obtain benefits, and it is not possible to sell, that product or service may not be suitable for sale online)
- Reallocation of resources (it must be taken into account that, in a business, a third of the resources invested are usually in promotion, and this promotion usually revolves around the web)Etc.
In short, a website is the starting point of an online strategy, not the other way around. And you have to have that clear strategy (what we want to achieve with the web) to define the development, or when trying to make it profitable we can get unpleasant surprises.
3. Not having a previous positioning study (SEO)
Although it could be included in the previous section, it is worth dedicating a separate explanation. Many people think that the first thing is to have a website and then position it in Google. And this doesn’t make any sense.
Or would it make sense to rent a place to set up a candy store regardless of whether there is a school nearby or whether or not there are children in the neighborhood? Would it be logical to open a sports store next to another, without having thought about how to differentiate ourselves or if it will be profitable for us?
A good positioning strategy can cost us about 700$ to start, but it is absolutely essential if we want to make the web profitable as soon as possible, and it requires training and a nose in marketing, and hours of work, hence its price. It is a study of the sector and the competition on the internet (for example, if they sell similar products, what are their websites like – do they have a simple purchasing process? What image line do they have? Is there anything that can be improved? What keywords do they use? Can these words help us? -).
This study determines the descriptive keywords of the products or services that we want to sell people search on Google. It is these words that will determine the structure of the web (how many interior pages it will have according to the most important ones) and the contents. Important metrics such as the number of searches, level of competition, evolution over time (if it is descending, it may be a sector in decline).
How to implement an SEO strategy:
Following the example of the aesthetic center, if both “nails Barcelona” and “manicure Barcelona” have interesting searches on Google, it may be convenient to make the home page translate to one of the two, and an internal page that describes the service in-depth use the other, and thus, without choosing one or the other, we have twice the chance of attracting customers.
As with the global strategy, the SEO or positioning strategy can determine which products we should prioritize, their price, how we should present them in web development to differentiate ourselves from the competition, etc.
Let’s imagine that we want to sell sunglasses online. A positioning strategy will determine that all related keywords have very high competition and that our main competitors in the top positions of Google include titans like Amazon. Can we compete in investment with these large companies, not only in Google but also in social networks? Probably not. That is why we will probably have to reach our target audience in other ways, such as informative posts on the subject on a blog.