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  • Blog
  • July 5th, 2010

Four top mistakes small businesses make when starting a website.

Before you even start thinking about creating a website for your business, here are a couple of common mistakes I see that small biz owners are making. Recently, I sent these tips to a terrific site, www.mainstreet.com for possible inclusion in a section about small business, and today, on July 4th, I thought I’d share these with you on this blog. So here goes. Let me know if these are helpful, or send along your questions, and I’ll get back to you.

• MISTAKE #1: Not a sign (or sense) of clarity when they start the process. If you start from a lack of clarity and keep bumbling on, you’re going to fall into the trap of creating a site that is a ‘Dead Brand Walking.’ RECOMMENDATION: Get a handle on exactly what you want your visitors TO DO when they land on your home page. If it’s not obvious, go back and rework it until it’s as clear as a bell.

• MISTAKE #2: A complete resistance to actually showing up on your site. It’s as though you’re keeping your visitors at arm’s length. Not a good idea when it comes to keeping visitors on your site for longer than 3 seconds. RECOMMENDATION: Look around at other sites before you start. Ask yourself which sites appeal to you? Which sites keep you wanting more? Analyze those sites until you can work out exactly what it is that resonates with you. Incorporate that into your site and watch what happens.

• MISTAKE #3: Not understanding that the minute your website goes live, you and your business are on the global map. Or, a lack of recognition that you now have a global platform and must therefore act accordingly. RECOMMENDATION: You are now talking to the world at large so it’s critical that you pay attention to everything you say and do. You are, in fact, a brand 24/7 (whether you like it or not.) Start acting like the Brand Guardian of your business. Be responsible and talk to your potential audience on your blog. (PS The best way to start your website? Use www.wordpress.org (definitely not wordpress.com) and get it designed and your blog becomes a key element, of course. The more you post blogs, the easier it will be for Google to note activity and rank you higher.)

• MISTAKE #4: Lack of awareness around the importance of design today — online and offline.
RECOMMENDATION: Smart, effective marketing today is more design driven than ever before. After all, design is one of the key emotional triggers that speaks to people. Don’t fall into the trap of saying “Who cares about design, anyway?!’ If you want a site that resonates, makes sure you bring some kind of eclectic, idiosyncratic and distinctive design element into the mix. Make it your own. That is going to help you show up. If not, you’re toast.

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