It’s a familiar story, and it goes something like this:
Your business needed a website, so you hired your nephew/niece/brother/sister to design and build it for you.
It wasn’t exactly what you wanted, but with business costs and cash flow issues, it was what made sense at the time. It did however provide you with a presence on the world wide web, and it was a means to an end.
The overall design is less than appealing, but it’s yours and you’re super proud of your nephew/niece/brother/sister for building it for you. You’re all geared up to sell your products and services to the masses, but for some reason it’s just not happening.
There’s a problem: People don’t spend time on ugly websites, nor do they spend any money. And ugly doesn’t just refer to colors, fonts, and design. It also refers to disorganization, media overload, and poor site structure.
In a study conducted by VistaPrint, 42% of all users surveyed said they would not buy from an ugly website.
How likely are you to visit or purchase something from a small business if it has a poorly designed or unprofessional website?Image courtesy of VistaPrint
Think about it. If your site is “less than appealing”, you’ve already cut your chances by 42% right out of the gate.
To put it another way, even if your conversion rate was 100%, it would still only be 58%.
Your visitors should be making a decision based on your products or services, not your website.
Another data point in VistaPrint’s survey was outdated websites. Users said that a website starts to feel dated somewhere between one and six months.
At what point would you consider a small business’ website to be outdated?Image courtesy of VistaPrint
Chances are, if someone had to build it for you, then that same someone has to update it for you. That’s a terrible spot for any website owner to be in. You need the ability to log in, and make changes, additions, etc. at will, and if you don’t currently have that ability, it’s time to make a change.
So what to do right?
The best thing you can do for your online presence is to hire a professional web designer. Someone who can not only overhaul the look and feel, but can also organize it in a way that is both user and admin friendly. When done right, a website should scale with your business and should also be your hardest working employee.
To sum it all up, your online presence should be top priority. You wouldn’t call a plumber to re-wire your house, nor would you call an electrician to fix a broken pipe. If you’re losing sales because of the way it looks, it’s time to call in an expert.
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