SDG Web Agency Blog

How Your Website Is Costing You Money, Instead of Making you Money

Cesar Abueg - Friday, March 13, 2009
Obviously, as a business owner or an employee of a company, your main goal eventually, is for your business to make money. Our opinion, is that if your website is not making you money, then its costing you money. Plain and simple.

This blog is not here to convince you whether a website is crucial to your marketing. That's for another blog. Hopefully, you do know its importance, and want to continue on reading, to make sure your website is not costing you money.

What does a costly website looks like:

  • Old Content - is one of the biggest plagues of websites have out there. Content does not have to be that old, the content (images, text, documents) can be a few weeks or a few months old, but once the content needs to be changed, and it does not, it becomes useless. Unusable content does not benefit your users, when they leave your site they become misinformed. This misinformation can cost your company money and not to mention a lost of credibility, something that is hard to earn to begin with, when it comes to winning new customers.
  • Information Absence - means the lack of information on a website for users that need it. So think decisively, what kind of information do your visitors or prospective customers need from your website about your product and/or service? Instead of having them call you directly, make it available for easy access. This method can save you time and money from having someone answer phones to common questions that can be on your site. Do leave some data for the imagination, so they are encouraged to complete an inquiry. So use your better judgment on that regard.
  • Poor Design - is not just about the look and feel, but how the site is laid out and where the information is placed, and how users access the information. On the aesthetics part, the overuse of color, images, and text can overwhelm users. Making the site too busy too look at. It's like having a bunch of pictures tightly spread on the floor, all of them trying to grab your attention all at once. Information architecture & usability both deal with how the information flows from left to right, up and then down. Tell your story systematically and strategically.
  • No Control - entails the website owners having to call or ask a web designer for minor changes to the website. Hourly costs can accumulate, eventually costing you a fortune over time. Why not have a CMS or SaaS be setup that allows you to control some aspects of the site, so you can change content, post a blog, create a news article and so forth? More control, saves you money over time.
  • Confusing Navigation - can get users frustrated and confused, making them leave your site quicker than anything else. Navigation menus, sub-menus and links need to be consistent, recognizable, clickable and readable.
  • Choose Stock Images Wisely - or they can convey a lack of professionalism and credibility. Choose images that complement your page and not be used just for decoration. Everything needs to have a purpose for being there especially when it comes to images. But use sparingly. Refrain at all costs from using clip art, pixelated or distorted images, and images that can be offensive or deemed inappropriate.
  • Inefficient Data System - has to do with data that is captured by online forms that contain valuable customer information but cannot be viewed or arranged to your liking. Obtaining the data is one thing, now organizing it and structuring it so it can be manipulated to provide you with statistical data, can save you valuable time when making business intelligence decisions for your business. Give your data meaning, by knowing who your customers really are.
  • Taxing E-Commerce - is a term that would be described as having an e-commerce website that makes it hard for buyers to find a product, view their cart, and pay efficiently. Making customers jump hoops can make a difference between making a sale or not, so make sure it is easy to buy from your website. An easy sale is a good sale, you want more good sales.
  • Not Search Engine Friendly - is a website that search engines do not like, thus making your site invisible to your audience. If no one knows you exist, they will not buy from you. Make sure that your website is search engine friendly by choosing a web design firm or web designer that knows how to create search engine friendly websites.
  • Blind Advertising - entails website owners that spend money on advertising their site on 3rd party sites or on search engines, but when their ads are clicked on, the page either does not work, is not relevant to the ad, or just plain not captivating visitors from doing what their suppose to do, which is to convert them to a customer. Stop advertising and fix your website first.
  • Built By Inexperienced - is another unfortunate and highly practiced method. Often times this route is provoked by the initiative of trying to save money, and its a legitimate reason. If you are going to take this route, choose someone with experience, preferably someone that practices common web design standards. Ask for proof of work, and ask them many questions, this usually reveals experience.

In conclusion, an unsuccessful site is a costly site. So if you are practicing these methods, make sure to hire a professional to fix your website. Your website is a cost-effective marketing tool, that is available for all to see, 24/7, without the need of an hourly or salary based employee watching or running it. So take advantage of this digital medium that has made many companies successful.

Hire a professional web design firm that will build your website and turn it into a well oiled online business machine.

About the Author:
Cesar Abueg Jr. is a ten year web veteran with a passion for business, and people. He is the President & CEO of SDG Agency, a small web design & marketing agency based in Central Florida. He is a FilAm wanting to change the world. You can connect with him on Twitter or Facebook.

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