The Real Difference Between Low-Cost Website Builders & Professional Development

There is no shortage of free or low-cost website builders, stating you can have a site up and running in no time. Their packages say it's easy to have a professional, successful site. But if it sounds too good to be true....

However, not every website builder is "too good to be true" and not every single small business needs a professional developer to have a good site. There are pros and cons to both ways of getting a website put together. What I want to outline here are some considerations that should be taken into account when entrepreneurs decide how to go about website development.

1. Learning Curve
   While the site builders are typically easy to use, it does take some time getting used to them and even learning the terminology and navigation of working within their systems. There are many drag-and-drop features but learning how they work within the builder can be time consuming. On top of that, content creation and layout considerations take more time. There is a learning curve even for the technically savvy.
   
   Using a professional developer eliminates that learning curve. They manage the complete process of the design and implementation of website development. A good developer also helps guide and educate about content creation and good usability for the design. That allows the entrepreneur to concentrate on their business.


2. Short-term and Long-term Flexibility
   Any site builder has limitations as far as customizing and even hosting. Free and low cost development tools typically offer a set number of templates and while they can be customized to some extent, knowing how to make the most of those designing options takes considerable time to figure out. And once the site is developed, it is tied to that site builder and it's template. Change hosts or want to move to another builder, design and content creation have to start from scratch.
   
   A professional has the skills and knowledge to be able to design the look and function of exactly what is wanted. They can build the site on any platform to make it easy to scale as well as flexible for future changes in hosting or design.


3. Design
   Drag and drop builders have come a long way in helping people make attractive sites. However, good design isn't just about aesthetics - usability is a major factor. If the site looks good but the navigation doesn't make sense or the overall layout does not draw on design best practices, the site won't perform well with visitors.
   
   A professional web designer knows the best practices for site layout, to not only make the site attractive but functional. If a site doesn't provide a good experience for visitors, they won't stay/interact/buy/contact. And ultimately, that's the point of building a website - visitor action!


4. SEO and Content Know-how
   This is probably the biggest difference and what should be the major consideration for entrepreneurs building a website. Knowing the most up to date methods for effective search engine optimization (SEO) and how to craft compelling content is not something that can be researched and understood overnight. Site builders offer suggestions and provide apps, add-ons and tools but again, knowing how to use them requires time and research. Business owners can't expect a website to do well in search engines just because it looks good or because they have an added tool in their builder proclaiming "optimization."
   
   Effective search engine results and content creation is one of the specialties of good website developers. They know the technical requirements as well as the standards for making the most of every element, graphic, line of code and bit of text. And without SEO and compelling content, a website it just a shrimp in the ocean of over 1 billion websites worldwide (www.internetlivestats.com), without much of a chance of being found by the target audience. A professional designer uses their expertise to put a website in front of the people and businesses most likely to respond and take action.

As Richard Branson said, "If you really want to grow as an entrepreneur, you've got to learn to delegate."  By considering the real differences between do-it-yourself websites and professional development, most business owners will see the benefit in delegating that task to a professional. And that allows them to concentrate on why they're in business in the first place - to develop their company into a growing, thriving organization. 

Respect the Fold

While screen sizes are constantly changing these days and responsive design is all the rage, user studies tell us that content "above the fold" — a term borrowed from print terminology and used to reference what is visible on the webpage without scrolling — is still very important and relevant. Regardless where the fold lands, what is at the very top of your webpage needs to be some of the most important content you are offering - or at the very least hold the promise of great content if a user scrolls.

So how do you make the most of the very top of your webpages? Here are some quick tips to consider:

1. Exceptional Visual Elements
   Engaging graphics and great pictures can help draw the eye down the page. They don't have to be large but they do need to be high quality and placed in a way that enhances content.
   


2. Compelling Content
   Write with user-focused language and give site visitors information they are looking for. Your visitors should be so engaged with your content they want to explore, scroll and navigate.
   


3. Detailed Links
   Show users what is available below the fold with clear, well-placed links that will take site visitors right to that content. This includes descriptive navigation as well as links within on-page content.

And if you're still not sure that the fold matters much anymore, recent quantitative studies estimate the fold's impact on the user experience. On average, content above the fold was viewed 84% more by users than content below the fold. (Nielson Norman Group, Feb. 1, 2015)

So respect the fold when considering website layout, content placement and navigation. Your website visitors engage with top-of-page content so help them uncover your important below the fold elements. And they will scroll, click and navigate if you deliver on the expectation of valuable content.

Create A Simple Content Strategy

If you are a follower of any online trends in digital marketing, social media, search engine optimization or branding, you have undoubtedly heard that content creation is exceptionally important. From a website to blogs & social networking sites, high-quality content is increasingly making the biggest impact for online success. Knowing it's important isn't enough though...making it happen is the key.

So how can entrepreneurs and even small to medium-size businesses forge a path to successful content creation? It's about planning and keeping it simple!

1. Review website content
   Your website should be the most important access point for content in your online presence. It doesn't do much good to spend time blogging, Tweeting, Pinning or making videos for YouTube if your website is not optimized for quality content. So clean up your site first, then consider what off-site channels you will use.
   


2. Devote time to it
   That's the hard one, I know. For small businesses there is never enough time in any given day. However, the importance of good content can't be overlooked any longer. So consider a way to carve out some time to devote to brainstorming ideas, creating outlines for articles, taking photos of your business or products, etc. Keep all these ideas and resources in one place, then set aside some specific time to flush out the ideas to create content. The exact amount of time and how you pull it all together is going to vary, but the important point here is that you are intentional about devoting some amount of time to content creation.
   


3. Play on your strengths
   Be sure to use the channels that are providing you with the most interaction with current and potential customers...but also that you are the most comfortable with. Blog if you feel confident writing articles. Create white papers for industry specific topics if you have the knowledge. Publish press releases about your company if you have the know-how. Learn to leverage social media platforms if you use them already. Getting started with content creation can be daunting if you try to learn and utilize every possible channel on top of learning to generate effective information. Stick with what you know and expand your options as you grow.
   


4. Make a schedule
   Hold yourself accountable to publishing content by creating a reasonable plan. Consider how many sensible ideas and content posts you can create in a week/month/quarter. Then create a schedule and consistently stick to it. This is important to keep your content strategy moving but it also creates a constant flow of high-quality information associated with your business. 

Make an impact by becoming a publisher that is known for insightful, genuine and helpful content by planning and keeping it simple.

The Importance Of "About Us" On A Website

In the last 10 years, Internet usage in the United States has grown over 150%, with over 77% of the whole US population utilizing the Internet, according to Internet World Stats. That is astounding growth and it is a huge jump in the number of people potentially visiting websites. Even with millions of websites on the web, an optimized, well-built site has the potential of being seen by lots of people. So what sets a site apart, giving it a personal feel in an impersonal Internet experience? The "About Us" page.

Although most sites have them, they are usually undervalued and ignored once they are written. However, with lots of users on the Internet finding lots of information, this "About Us" page is an opportunity to let site visitors know more about a company, its products & services and earn the company a customer. When a consumer is interested in a site, the "About Us" page is among the first three pages they visit. That in itself reveals the importance of this page on any web site.

So here are some practical, easy steps to making more of the "About Us" page:

1. Make a personal connection.
   This page is really a story about the organization - how it started, who is behind it, it's long term goals and mission. But it is also a way to bring a personal connection into the impersonal Internet world. Consider adding pictures and bios and even include some details about hobbies or activities. Include e-mail addresses and links to appropriate contact information, blogs, publications, etc. Site visitors interested enough to read the "About Us" page want to know, like and trust the organization and those involved with it.
   
   


2. Make sure it is up to date.
   This should go without saying but it is necessary to review this page at least once a year, if not more often. Add details about recent projects, major milestones and mention recent awards, recognition or community events. Let the site visitor see that this page is updated often enough to keep them informed of timely details about the business. An outdated page sends the message that the organization does not really value the perception of the site visitor.
   
   


3. Share testimonials from current customers and incorporate social media.
   It is great to speak about an organization in first-person to fill in potential customers about the story of the company. But it is even more interesting and influential to incorporate testimonials. New site visitors are just becoming familiar with the business and what better way to set the stage of loyalty, service and credibility than to use current & past customer testimonials. This is also a great place to incorporate social network links. Potential consumers have the ability to view the company interactions and see discussions & comments made outside the framework of the organizations web site. Touting company accomplishments is one thing but having customers share their experiences goes a long way in developing trust in a potential new business relationship.
   
   


4. Break-up the text with visually interesting additions.
   The "About Us" page is a 24-hour billboard for your company. Spice-up the layout of the page with photos, highlighted text, bullets, links, etc. If the page is paragraph after paragraph of bland text, the 'billboard' is boring, stale and uninviting. Without disrupting the purpose of the page, introduce visual additions to break-up text, provide easy reading and substantiate information. Everything from pictures of the building to graphics depicting the company mission are great options.
   
   


5. Incorporate keywords and other appropriate search engine optimization strategies.
   Just because the "About Us" page is written a little differently and created to appeal to the personal/relationship side of business, that does not mean it should ignore the basics of effective web page design and optimization. Keywords and phrases should be introduced as much as possible within the text on the page. Follow the rules for optimizing a business web page so the "About Us" page is effective on all levels.

An effective, memorable "About Us" page is relatively easy to achieve with some thought, determination and a little know-how. The tips above can help any company web site offer a personal touch to one of the most important pages of the site...that 24-hour billboard where the world learns all "About Us".

Tips For Better Web Site Performance

Web site performance is a unique topic among small business owners - some are aware that an effective web site can be a great asset, while others are satisfied just having some kind information on the Web regardless of it's performance. I suggest that all small businesses can see a dramatic ROI from improvements to their web site. Here are a few tips to achieve better site performance:

1. Make sure the site design is appealing and follows good usability standards.
   A web site can be optimized for good performance and even rank well in search engine results but no conversions result. If the site is too cluttered, has bad design or is just basically unappealing, site visitors will not find what they are looking for and will give up using the site. Usability tells us web sites have 4-6 seconds to grab a first-time visitors attention - so be sure the design & layout of the site is effective.
   


2. Utilize keywords visitors would use to find the site.
   Turn your focus to the site visitor. The actual purpose of the site is not necessarily self promotion, it is to serve the site visitor. So build your site around keywords that Internet users would type in a search to find your products or services. Then help them find that information quickly and easily on your site.
   


3. Get the right people doing the right jobs.
   With the ease of web site builders and content management systems offered by hosting companies, many small businesses develop their own web sites. Their are literally thousands of new sites created every day. Many site owners believe they can administer the technical, content and search optimization aspects of their site, not to mention the Internet marketing of the site. I suggest that using a professional in those areas can make all the difference in your site performance. It is very unlikely small business owners know all the ins-and-outs of web site development. The ROI for using professionals in at least one those areas far outweighs the cost to get it right.
   


4. Make quality a goal of your site.
   Don't settle for a pieced-together, half-hearted web site - it won't attract many site visitors, it won't rank well in search engines and it certainly won't have many conversions. A small business would never think of creating other marketing materials of poor quality - so why should they settle for a poor quality web site, which has the potential to reach significantly more people? They should do what it takes to create a high quality site, even if that means hiring a consultant or designer.

Just like many other aspects of doing business, what is put into a site is likely what will come out of it. So I suggest small businesses take the steps necessary to achieve better web site performance and enjoy the significant results of doing things right!

Search Engine Optimization For Every Business

Search engine optimization is something that every business with a web site needs to know about and needs to address often. The good news is, it is relatively easy and it does not have to be costly...and the ROI can be priceless!

Effective web sites provide the right information to the right site visitors at the right time. Web sites that are effective in search engines utilize that right information to help lead those right visitors to their sites at the right time - when someone is searching for them! So how can every business take advantage of search engine optimization? With 3, equally important, simplified practices:

1. Keywords. Consider the exact words & phrases that will bring people to a site. And not just bring people to a site but bring the right people to a site. Use those words in text on the web pages, in titles and in descriptions.
   
   
2. Content. If the site text utilizes keywords, matches page descriptions and confirms the message of the business, it will naturally do well in search engines. Content developed to serve the site visitor will also serve the search engines - no magic tricks or smoke & mirrors - just good, quality content that is informative and uses terms that best describe the products or services.
   
   
3. Links. Inbound links are important to search engines. All the top search engines use what is called "link analysis" and it helps the search engines determine many things about any given web site. Along with popularity (how many other sites link to it), link analysis determines the validity & relevance of page content & keywords. If inbound links are meaningful and make sense with the content on the page, search engines will consider the links as a valuable measurement variable of the site.

Please note that these 3 items work in coordination with each other and are not ways to unduly influence search engines in favor of any given web site. The true purpose of search engine optimization is to make sure the information presented in a web site is being appropriately indexed by the search engines by using technology the search engine programs can analyze. If the information is accurate, straight-forward and what customers need, there will be great results from the web site...the right visitors at the right time!