Web sites are such a common part of doing business these
days that you probably don't question the need for one.
Most service professionals have a brochure type web site.
This type of site is usually 3-7 pages and its objective is
to provide information for prospects who are interested in
the particular service.
In addition to the Home page, this type of site includes
categories such as "About", "Services" and/or "Products",
"Resources" and sometimes a "FAQ "category.
I have the same type of site myself. I want visitors to
understand what I offer and learn enough about me to want
more information.
Unfortunately, updating this type of site usually requires
an experienced web person. Most of us are busy running our
businesses and don't have the time to think about updating
our sites unless something is drastically wrong with it.
The site is created and that's the end of that. But as
your business changes, your web site should reflect those
changes. That doesn't necessarily mean that you need a
total makeover. It does mean your need to take a fresh
look at your site at least once a year.
It shouldn't take long but if you really don't have time,
ask your VA or other team member to review the site for
you. I've listed 9 questions to ask as you review your
site. This list is not all-inclusive but it does touch on
some of the key information that I frequently see outdated
on web sites.
1. Do the colors and feel of your site still match the feel
of your business as it is today? Does the site design look
current or does it look like it's from the early days of
the web? Tastes and expectations of a site have changed as
the web has matured.
2.Does your home page text reflect the benefits of your
services as they exist today? Your core business may not
have changed much, but you and your clients may have
identified additional benefits of your services or you may
have added services that provide additional benefits that
your visitor should know.
3.Do your page categories still make sense or do you need
to add or change them? For example, if Resources is one of
the categories on your navigation bar but you don't have
time to keep the page current, maybe you should consider
using a different category.
4.Does your web site text talk to readers about their
concerns and minimize "we/us/our"? In the early days of
the web, companies focused on telling readers about
themselves. Readers still want to know about you but first
they want to know what you can do for them.
5.Have you read your privacy policy recently to make sure
it reflects any changes made to your site? For example, if
you created your privacy policy prior to selling products,
you want to make sure that your policy addresses the
security and privacy of payment information.
6.If you have testimonials on your site, is the web site
information for them still accurate? Make sure the people
who provided testimonials still have active sites. If they
don't, consider removing the testimonial or updating the
information.
7.Is the contact information on your site accurate? Check
phone numbers and addresses and confirm nothing has changed
8.Is your "About" page still accurate? Can you add
additional credentials that reflect your increasing
expertise? Update the page with any awards you've won or
additional organizations you've joined.
9.Are all of the links and forms on your site still
working? Click on each link to make sure it still works.
Complete each form to make sure that it still serves its
purpose.
Checking your site annually will help maintain your
professional reputation.
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Nancy D Waring, Internet Communication Strategist and owner
of OnPoint Communication Solutions, assists coaches and
other service professionals more effectively manage their
internet marketing so they can spend more time on their
business. For more information about solutions to expand
your business using the web, pick up her special report at
http://www.onpointcommunicationsolutions.com
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