This is a very simple question that I often ask my clients and end with various answers. This one simple question allows me to open conversations with my clients and find out the real purpose of their site. Clients often know what they really want but have a hard time nailing down the reason why do they actually want a website. Here are some of the most common answers:
- Provide information about our company
- Provide our contact information
- Make it easy for customers to find us
- Well – my competition has one
- Want to improve my sales.
- Want to capture sales leads
- Want a web presence
All of these are great reasons but before you can answer this question you need to define three things. Who are you?
- Who are you?
- Who are your customers?
- Who you want to be?
Let’s say you are a Business Attorney and your customers are small businesses who seek advice on small business legal issues and you want to become a leader in your local community when it comes down to small business legal issues. You want to be known as a “go-to’ person for all small business legal issues.
Now all of you small business owners have a pool of referrals you get from your past clients. This pool is often mistaken for market leadership. Market leadership means that when average Joe thinks about a small business legal issues, he thinks of you.
Truth – this is the key reason why you need a website. Your website will tell your potential clients who are you and who you want to be. Moreover, your site will relate directly to your audience and also tell them who they are.
Little confused? Let me explain.
Small Business Attorney website should clearly explain what is it that he or she does. Most small business owners get this section right but this is only 20% of the puzzle. The next piece of pie is to explain who your customers are. This can be done using a “vertical” section on your website. For example, Attorney should identify 5 or 6 major industries he or she serves. An attorney may include Real Estate, Medical, Finance, Manufacturing as verticals on the website. Each vertical should include a direct reference to common problems attorney solves on a regular basis. This will help potential customers relate to this site. The use of descriptive images, titles, and other materials can be very helpful.
Now comes the hard part. Most small businesses totally ignore the fact that you also need to clearly explain your vision on your website. Moreover, the website should also show how this business is moving towards achieving this goal.
- Does this attorney go to local business events?
- Does this attorney know about the local business problems?
- Do other people talk about this attorney's involvement in the community ?
Website can use tools likes video, blog, audio, PowerPoint, press release, and newsletter to inform visitors about your engagement with the community. Your customers are your business lifeline and they deserve to know how you are moving towards your vision.
Now you know the theory behind the existence of your website. But if you would like some help planning, implementing your online and print marketing than you can contact me directly at 510-709-4030. My name is Deepak Sharma and I am in charge of help small business grow their business. I work with Fixtro as IT Manager and available to consult for any IT and Marketing projects. You can also visit us online at http://www.fixtro.com