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.

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".