Direct Marketing Article
Your Website is Your Business's Resume
By Roy Chomko, Adage Technologies
To say your business's website is important is nothing new to most smart
owners. But as technology increasingly allows potential customers to access
your website on the go, your online presence is becoming increasingly
essential to success. With the growth of smart phones and tablet PCs,
consumers now have the ability to compare you and a competitor almost
immediately. This means an engaging website is quickly becoming your most
useful sales tool. Essentially, your website is your resume. And just like
your resume, there are some key tips you should be aware of in order to
Just like potential employers, you have a short window of opportunity while
your potential customers are looking at your web site. They will decide if
they want to hear more about your business based on only a few pages of
content. Today's websites are more than just a place to list your business'
name and address. They need to interact with a customer before he or she
even reaches out to you. They need to get you that lead, that interview.
Here's how to do just that:
• Send the right message: A good resume needs to show employers that you are
the right fit for their company. A website must do the same thing, giving
potential customers or clients confidence that your business can solve their
problem. To make sure this happens, first take a step back and decide what
your company messaging will be. Your logo, branding, content and design
should all work together to create an impressive and engaging user
• Stick to the point: Sometimes web designers get too caught up in
extravagant design elements, causing your message to get lost in the noise.
Be straightforward as to what you do and why you are the most qualified.
Remember, it doesn't matter if your website has the most entertaining
features, only that your customer understands the message. Used correctly,
cool features can be incorporated but you should weigh the value of doing so
against getting to the point. Draw customers in but don't overload them.
• Use a content management system (CMS): No one would ever write one resume
and never make changes. So why do some businesses choose websites that can't
be upgraded or edited easily? Without a CMS, businesses are held hostage by
developers charging for constant minor changes. Changes are at the mercy of
others and can even add costs. With a proven CMS, managers themselves can
make quick changes to consistently keep customers up to date as the market
• Keep content current: Of course just because you have the ability to make
changes, doesn't always mean you will. It's important, however, that you
make periodic updates to your site. Not only does it give you a way to
update your customers on recent happenings with your company and upcoming
events, it also helps position yourself as an expert in the field. Features
like blogs, articles or news sections spur a more casual conversation with
customers, allowing you to consistently demonstrate your knowledge of the
• Provide easy navigation: Resumes are meant to highlight key points like
your past experience, education and contact information. Employers should be
able to find this information quickly and easily. The same goes for a
website. Consistent navigation, naming, themes and colors help users
understand where they are on your site and how they got there. Potential
customers will want to find basic pages like "about us" or "contact us."
Make sure this type of information is up front. If it's hidden on inside
pages, customers will simply move on to someone else's website.
• Be mobile friendly: This is a more recent initiative but one that is
becoming increasingly important. With more and more customers able to check
your website from a mobile device, you need to make sure your website can
adapt. It only takes a few seconds for a potential customer to hear about
your business, look up the website on their phone, see that it is not mobile
compatible and move on. Converting to a mobile friendly site can be easy and
cost-effective, so begin a conversation with a developer today.
Remember, like employers sifting through a stack of resumes, looking for a
reason to eliminate a potential candidates, buyers are doing the same thing.
Don't let your dated and poorly structured web site be the reason the final
decision maker decide to skip over your company.
Just like your resume, if your website isn't doing its job, consider making
some improvements. The tips above are a good start. It may only take a few
small tweaks to change your website from a few boring pages to an engaging
sales tool. Whether you are starting a brand new website or simply upgrading
your current one, find an experience development partner to get you started
on changes today.
About the Author:
Roy Chomko co-founded
Adage Technologies in 2001, combining a passion for
technology and the desire to build a company focused on driving business
value through the web. As President, Roy's energy and customer centric
approach have helped to grow Adage to a well respected web and software
Roy has over 20 years of experience in technology sales, consulting, and
development. Prior to founding Adage, Roy was a principle of a Cisco VAR and
a web development firm in the late 1990s. Roy has also held business
development positions with Wolfram Research and GE Capital.