Not too many years ago, it was almost unthinkable for a small business to invest in their own website. Today, however, it is less of a choice than a necessity if you want to engage with customers, and stay ahead of your competitors.
Website building is more accessible now than ever before, with a wide range of tools and services available to help you create your brand vision in online form. Nevertheless, setting up a business website can be a daunting process, especially if you are new to the world of online marketing.
The on-the-move consumer has little time or patience for poorly-designed websites, so your landing page, and every page thereafter, needs to be structured with purpose and precision. Fortunately, this is not as difficult as it might sound, and if you keep the following checklist in mind, you will soon have a business website to be proud of.
1. Clarity and simplicity
When users land on your homepage, it can take mere seconds for them to decide whether to explore further or move on. As such, you need your landing page to clearly display who you are and what you do. Additionally, using consistent branding throughout your website, using your organization’s name and logo, adds cohesion to your content, and reassures visitors that they have not accidentally left your site.
Most internet users want to be able to navigate a website quickly and without confusion, so your layout is of critical importance. In recent history, there has been a trend towards shorter and shorter menus. Now, many sites display only three menu options, with the aim of quickly directing visitors to the key areas of the website.
Ultimately, your goal here is to make your website as easy to navigate as possible, both for internet users, and search engine crawlers. The simpler it is to crawl and index your site, the more likely you are to be able to secure a good search engine ranking.
Another upside to a simplistic design is that it will load faster, meaning visitors are more likely to stick around. When the Financial Times updated their layout at the end of last year, they reported that a one second reduction in loading times could boost engagement by 5 percent.
The rise of social media marketing has brought about significant changes in the way consumers evaluate businesses and products. You are not, and should not be, an invisible entity hidden behind your brand; your customers want to know who you are and why they should be excited about your business. Furthermore, it is your passion for the products or services you offer that should shine through in your content, and establish your website’s unique personality.
This doesn’t mean you need to reveal your deepest darkest secrets, or divulge personal information. Bear in mind, anything that you put on your website needs to add value, and be relevant to the overall plan. Think about the details you can share that highlights the best characteristics of your business, or that will cause visitors to feel more comfortable and familiar with your brand.
- Describe who you are and how your business came to be. What drew you to this industry, and where do you plan to go with it?
- What is your business all about? Give a brief, but clear description of the products or services you offer, and what makes them unique.
- Set out your values. Perhaps your materials are organic, or sustainably sourced. Maybe your business is carbon neutral, or is regularly engaged in community initiatives. This is your chance to highlight the details that have no place elsewhere on your site, but that you would like your customers to know.
3. High Quality Content
At the same time, it is important not to overload your landing page with content. By selecting key pieces of information, you ensure that these are the first things visitors learn about your business. Consider features such as a landing page video, so you can introduce yourself or your services in more detail, without filling the page with a wall of text.
Throughout your website, your content should adhere to SEO best practices, and always aim to offer something useful to your audience. If you are renovating an existing site, you should also go back through old content, removing anything that does not add value, and sprucing up anything that remains.
4. Business Tools
Do not be afraid to make use of the wide range of tools and applications available for building and running a business website. These applications are not for everyone, but when applied correctly, they can reduce your workload and streamline many time-consuming processes.
For example, you might consider an e-commerce CMS to facilitate the management of product pages, and generation of uniformly structured page links. Similarly, if you are managing social media accounts, or running a blog, content delivery systems can help you schedule posts, and deliver your content on a regular timetable. Shopify is one that brings blogging and ecommerce together nicely, but you’ve also got ones like Squarespace and Wix — your web technology will have a big impact on the overall affordability and design of your website, so choose carefully.
Efficient use of business tools can free you up to focus on other matters, such as creating new content, or engaging with customers. Many tools can also help with the collection of data analytics, providing you with valuable information about consumer behaviour, and the success of individual pieces of content. You can also use tools like chatbots to help customers along the customer journey, though you’ll have to ensure you still remain approachable.
As with all aspects of web design, you will need to weigh up the cost of using these tools against the long-term gains for you and your business.
For any website, security is a primary concern. After all, no one wants their data or their content to be compromised. For small businesses, having a secure website is even more critical, as a breach could not only put you and your site visitors at risk, but also can be extremely damaging to your organisation’s reputation.
If you have an e-commerce site, ensure that you are using a secure payment system, such as PayPal or Stripe. In addition, if you use a content management system, or any other third party applications, you should double-check their security standards, and be diligent about keeping them up to date.
Even if your website is not used for sales, it is still important to have HTTPS enabled on your website. You can do this via a Certificate Authority such as Let’sEncrypt, which provides free-of-charge automated certificates, in accordance with TLS security best practices.
That tiny padlock in the corner of the browser can be the difference between a new customer, and a visitor who never makes it past the landing page.
6. The Grand Plan
While this is the final item on the list, it is also the first step towards creating or improving your business website. Every aspect of your design should have a purpose, from menus to image placement, and even the structure of your URLs.
Whether you are starting from scratch, or renovating an existing site, you should create a comprehensive plan, going into as much detail as possible on every aspect of your design. This will enable you to identify potential challenges, costs, and long-term goals for your website. In addition, your finished plan acts as a coherent blueprint for when you finally turn your idea into a reality. Following in the footsteps of tech giants like Amazon is also a good way to grow your online presence — remember to always research the competition and keep tabs on their websites.
A Long-Term Endeavor
Remember that your business website is an ongoing project, not a static entity. This means you can always add or adjust things later if necessary. It is generally far better to create a fully functional, aesthetically optimized website with fewer features, than one bloated with half-finished pages and ideas.
Your site will need grow and change with your business, so constant improvement and reevaluation is essential. Pay attention to consumer feedback, analytics, and shifting trends, so you are always able to stay ahead of the curve. A successful business website requires regular maintenance and renewal, so it is vital to set aside the time to keep your content fresh, and your brand narrative current.
Even so, establishing your website is already half the battle. The rest relies on the same diligence, dedication, and passion for your business that has gotten you this far in the first place.
Victoria Greene: Brand Marketer & Blogger
I’m an ecommerce marketer by trade, and I run a blog in my spare time where I like to talk about content and blogging. I love taking people’s ideas and making them into digital realities. Big advocate of having an customer experience — something I’m currently trying to implement on a few stores of my own!
4 Ways Tree Testing Can Benefit Your Business
Designing a successful digital product is tricky and challenging. In the crowded space of the WWW, your product may not end up in search results, and this is why findability precedes usability in designing for the web. If your product can’t reach your audience, it has failed already.
Therefore the big question here is how do you ensure that your product is easily found and accessible by your target audience?
The answer to your question lies in information architecture. Design a superior user experience (UX) using a tree test.
Top 4 Reasons Why Your Business Needs Tree Testing
Still unsure of what a tree test can do to your design venture?
Let’s take a look into the true capabilities of a tree test.
Primarily, you would be running a tree test because of any one of the following reasons.
- baselining an existing tree
- detecting the problem area and points thereby establish a base score
- experimenting test trees trying to solve existing information architecture problems
- comparing each version against each other to find the best possible solution to the existing problems
However, a tree test also does a lot more for your product. Following are a few primary areas where a tree test can be beneficial.
Why It Pays To Use A Tree Test
1. Evaluate product navigation
A tree test can improve your digital product’s online findability. With the test tree, you can evaluate your product’s existing information navigation system. How? Well, users complete a series of tasks looking for items using the site structure. Using this method to evaluate your site structure, you have a way to measure how easy it is for users to find things.
Treejack is one of the most popular tools used for tree-tests.
With a remote tree test, the users can be located anywhere, and they can take the test in their own time. You benefit from getting quality, quantitative data.
By using online test conduction, results accumulate from global users. Thus, it reduces the costs of on-premise tests.
The biggest asset of tree testing is that it is designed for experiments. The test sessions are concise, each test of around 15 – 20 minutes, having a maximum of 20 tasks per session.
This improves the success rate of completing the test by users significantly. These tests, like card sorting, are pretty much simple with low complexity that readily helps with the dropout rates.
Combined with remote access to the test, all this makes data collection fast and the data analysis process lean. This means whatever insights you derive from your test analytics, you can apply them in no time.
How To Optimize Your Tree Tests
Ensuring you get the maximum benefits out of your tests is one of the most important yet neglected design tests areas. But if you can make sure to ask the critical questions without fail, your tests will not fail you.
Following are a set of core questions that can ensure you make the most of tree testing.
1. What is the objective of your tests?
This is perhaps the anchor point of your complete questionnaire. This answer is going to help you achieve the hyper-targeted activities for your test. For instance, you may want to analyze the results of your design changes in the navigation structure.
2. Who is your target audience?
Answering this question right in the beginning can save you a lot of pain in the long term. A good practice here is to take some time out and think deeply about your product visitors.
If your answer is: “everyone”, then you are doing it wrong. Remember, if everyone is your audience, then no one is your audience.
3. Define the independent variables
Deciding on the independent factors that are dynamic can produce multiple end-results.
Use factorial experimental designs. This method enables you to examine each variable in isolation.
4. Define the dependent variable.
Dependent variables can also bring a lot of improvements to your overall user experience. To assess its impact, you have to observe its effect on its respective independent factor instead of the end-user interface result. For instance, you can examine the precision of an area locator for completing preset tasks.
5. What do you use while comparing trees, a control group or a treatment group?
Control Group acts as a benchmark. It is not vulnerable to changes. Here, comparing the altered results to the original group is possible. You can assess the degree of difference between the results of both groups.
6. While comparing testing trees, do you use a between-subject design or a within-subject design?
It’s important to decide whether you want the same group of test-takers to participate in all the versions of your test tree or anyone.
Whether you choose both strategies or not, both have their own merits. Therefore, it would be best if you decide based on your test goals. For instance, choosing a between-subject approach can reduce the test taker fatigue, and the learning effect could even prove to be time-efficient.
The whole point of executing a tree testing activity is to ensure you stay updated about your target audience’s behavioral nodes. This means conducting frequent tree tests can boost the overall information architecture health of your digital product.
The above tips and tricks are definite to help you optimize all your tree testing campaigns, but the heaviest success metric still lies in your hands.
Ensuring you understand your target audience will make sure that your design assumptions walk the closest to reality.
Does Your Business Need Knowledge Management Software?
Regardless of the business size or the type of organization run, there will always be a need for creating, storing and sharing information. Knowledge management is a set of processes that can help create and distribute said knowledge to utilize its potential to the fullest.
So the question we will answer in this article is: does your business need knowledge management software?
Importance Of Growing Your Business
It would help if you always were looking at ways in which you can grow your business. It can help you to cultivate a strong company culture as a result. The better informed your staff are, the more successful their work becomes.
Knowledge is valuable for everyone, yet one of the biggest challenges that businesses face is communication. Growing your business is made difficult when there isn’t effective communication within the company. There’s often a lot of down-time that results in fix errors in communication or clarifying issues that could have easily prevented.
How Does Knowledge Management Work?
It’s firstly important to know how knowledge management works. It’s something that varies from business to business. So what your knowledge management entails might not be the same for another company.
The information you have as a business needs to be organized, and that’s where knowledge management comes in. This system will likely have various tools that you can choose from to help with the customization of your knowledge database.
You want to make your knowledge more accessible ultimately, and with these management systems, you’re able to do precisely that.
A knowledge management system will consist of an internal process that helps capture company knowledge. The information is reviewed, and then technology in the form of software helps support all this. You may already have somewhat of a knowledge management system in place.
For example, if you use cloud storage or a shared drive to save documents instead of saving them on your desktops, then this is knowledge management in action. There is some excellent internal knowledge base software worth learning more about before deciding which one is for you.
The Benefits Of Knowledge Management Software
With knowledge management software, the process of setting it all up is something that will take time. However, the benefits of having a system in place can make it all worthwhile.
As your organization matures, it’s essential to have this knowledge management to support and enhance your daily operations. One of the significant benefits is that it can help gather the power from your company to grow the business.
You can give your employees more knowledge sharing structures that can help them do their job more efficiently. There’s quicker problem-solving and faster decision making that comes with having this system in place.
It can help make your employee’s work more exciting and engaging, which is ultimately what you want to better yourself from the competition. With more knowledgeable and productive employees, it makes for improved work processes in general.
To continue innovating your business and supporting employee growth, having this knowledge management software will be more beneficial to have in place than not have it at all.
What are the steps to implement knowledge management software into business?
If you’re implementing knowledge management software for the first time, it’s essential to know the steps in which to do so effectively.
Firstly, you want to consider the problems you have and to define them in more detail.
At this point, you’ll then focus on the part of your organization that can help brainstorm these problems to create solutions. It might be those interested in such a project, or you feel you are capable of doing so.
When you’ve gathered these individuals together, you then have your initial network. You’ll then want to actively involve everyone else, perhaps giving this initiative its own name so that it gets people interested.
Capturing ideas is an essential part of the process, and this might involve suggestion boxes or providing a simple Google Form questionnaire for people to fill in and give feedback.
Implement these and be sure to reward those who contributed to changing those problems into solutions. It’s then time to share that knowledge and ensure that every employee knows what’s available and how to access it.
Sharing The Knowledge With Your Customers
It could also be something that you make available to your customers if you feel it’s relevant.
There are times when you have potential leads come onto your site and perhaps have questions stopping them from making a purchase or moving down the sales funnel.
Your customer service agents will likely have those common questions asked to them multiple times per day. If that’s the case, then offering this knowledge base to your customers will reduce the number of queries being directed at the agent.
It means your agent can prioritize more complex queries, and those potential customers can navigate further down the sales funnel, hopefully, to make a sale.
Your business can undoubtedly benefit from knowledge management software, especially when communication seems to be a problem for many companies nowadays.
Things become more challenging to manage as your organization grows in size, and when it comes to training employees, sometimes, there can be information that gets missed.
Having this one centralized database of information can help to educate both existing employees and any new ones that come into the organization. It can save time, cut down costs, and aid that your business will benefit from when it comes to growing it over time.
Again, a knowledge base takes time to build, and there may always be something that you’re adding to it.
However, it’s better than leaving it unorganized and having your organization as a whole feeling unprepared and lacking the knowledge they need to improve your company.
Top Tools to Help Logistic Professionals
Transporting goods and produce through a shipping fleet can be a too complicated job, particularly if you find yourself managing a large convoy of vehicles. Not only do operational managers in logistical businesses need to organize their drivers, but they also need to manage stock and ensure that deliveries meet their deadlines.
That’s a lot to do, but thankfully in the modern-day, there’s a lot of new technology that can help make this line of work a lot easier to organize and control. With the technology ranging from computer software to devices installed into a vehicle, here are some of the top tools that are helping logistic professionals.
The ability to track an entire fleet through GPS and other measures has made the administrative side of logistics far simpler for drivers and managers. Instead of filling out information such as hours driven manually, these tracking devices do it all automatically, providing an effortless and accurate way to store this data.
These tracking devices, such as the Azuga GPS can also monitor the route that drivers are taking and empower observers to know if the drivers are taking the most effective route. Plus tracking devices can help them plan to be more efficient in getting their goods from one point to another.
The GPS can also be used to measure the quality of a trucker’s driving, being able to pick up on excessive acceleration, hard braking, or hard turning. Knowing that they’re being monitored can deter drivers from bad practices, making them better and more effective.
Stock Management Software
As well as managing vehicles, logistical companies also have to manage and keep tabs of the different types of stock these vehicles are transporting. One of the best ways these businesses track their stock is to record them in various stages of their transportation process through the use of barcodes and barcode scanners.
Doing this provides up-to-date information on where the stuff is and in what stage it’s in. One of the best tools for scanning barcodes is the Scandit mobile app, due to its ability to be used on both Android and iOS devices and how it’s able to scan hard-to-reach or battered barcodes with ease.
Co-Pilot Directions App
When driving large vehicles, sometimes using traditional GPS systems might not be the best option, as a lot of them won’t be able to account for roads where trucks might not be able to travel through, which can lead to decreased efficiency. To combat this, there is the co-pilot mobile app which offers robust and accurate mapping and direct routing.
This app is particularly good as it goes above and beyond with additional algorithms that can help truckers avoid heavy traffic and other obstacles so that they can get to their destination quickly and efficiently. It also takes into account the truck’s height and width so that it knows which tunnels, roads, and bridges it can drive through, on, or under. Tools such as this allow logistical companies to increase their productivity, allowing them to take on a higher volume of contracts which can increase profit.
Technology is available to help your logistics business perform to the very best of your ability. It can transform simple processes and streamline more complicated tasks, giving you more time and capacity to deal with more pressing issues.
Someone could say that to ignore the multitude of benefits the technology can bring to your business is to set yourself up to fail, especially in today’s tech-driven world. Take advantage now of the apps and tracking systems ready for you to implement and see how you can go from strength to strength in your company.
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