Are you thinking of hiring the development of a web page?
We list some of the most frequent mistakes that you should not make.
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👉 Not understanding that, as a general rule, you don’t need “a website” but rather sell online
When we look for someone to develop a website for us, we must always keep in mind that the website is not an end in itself, but a means to achieve something, which in the vast majority of cases is attracting new potential customers. It is true that there are those who want to use it as a business card for people who already know it, but in general, those who want a website aspire to increase their turnover by making themselves known to users who are looking for services or products like the ones it offers.
For this reason, if we contact a development agency and they are not interested in the way we are going to attract visitors that could be potential clients, we must be careful, because it will probably not be conceived within a strategy of attracting subsequent traffic, and then we will do the expense for nothing and the modifications that will have to be made later can cost us a peak. So if a developer just asks us for the content for the web and give them a nice design, your business is not giving it the same.
The requirements that a website must meet are basically related to how useful we are to potential clients and the trust we generate in them. A website gives us confidence when it has all the information we are looking for at a single click, without changing the page to find something or “explore” hidden paths or wait for an animation or video to end, and give us this information in abundance and in a way visually appealing.
For this reason, a website must respond to:
- With a menu at the top that allows you to reach with a single click any information we need (who is the company, where is it, how to contact it, what services it offers, etc.).
- With good readability (preferably with white background and dark font, sufficient margins and line spacing, differentiated horizontal sections, etc.)
- With minimal moving elements that despite being aesthetically attractive they are detrimental to Google’s indexing, and therefore positioning, and slow down the page, hindering the user’s path towards what interests us, which is to buy or request information. In addition, many of these elements make sense on computers, which have a larger screen and allow better viewing of all these elements (carousels of moving images, images that are shaded when we hover over them, elements that appear or disappear when we move the screen down and up, etc.), while on mobile, which is where most visits are made, they have no reason to exist, because there is no cursor that moves. This is a trouble spot,
- With a careful selection of images, preferably made by a professional. We must bear in mind that the most attractive websites on the market seem to us to be, in more than 80%, due to the quality and suitability of the images.
- Some texts (information) unpublished, relevant and useful, provide enough information about what we offer. This will not only predispose them to contact us or buy online, but it will facilitate the task of turning them into customers, because they will come to us with part of the lesson learned.
For all this, a website does not have to be original or different in terms of structure, as a store will not sell anymore because it has strangely shaped facilities, or walls painted in a different color. A website has to be useful, offering good content, presented in an attractive and user-friendly way, that is, what in a store would be to have a good genre, presented attractively and at hand to be able to look, touch or smell it.
👉 Not having previously designed an online growth strategy
There are people who think they have to have a website, and that’s why many times they make the mistake of investing in a website, even if it is cheap, which will not be of any use to them if it is not part of a defined strategy: they will have thrown money and often time.
Imagine that you have a small neighborhood restaurant that is always full of people. Do you need a website? Probably not, because you are not going to get any return from it. By controlling what is said about your place on Tripadvisor and Google Reviews and, if you see it necessary, answering them will be more than enough.
On the other hand, if you want to be found on Google and can know your restaurant, then it will be useful to have a page.
But not just any one, with any template you find for this type of business. For example, if you want reservations to be made, you will have to enable a good system to do so, and spend time managing them every day. If you want them to know your daily menu before going, you will have to enable a way to do it easily, and dedicate time. And in any case, you should periodically dedicate resources to maintaining your position in Google and advertising.
In any case, you must assume that a website (especially if it is an online store) will probably change the production system of your company. May cause:
- A reorganization of personnel (for example, dedicating more personnel to order management, updating the website, answering calls or emails, etc.)
- A change in pricing policy (for example, if the advertising and positioning cost is too high in relation to the benefit you get from each product or service, you may have to raise prices)
- A rethink of the products or services for sale (if you have to sell a product that is too expensive to amortize the price in advertising and positioning and be able to obtain benefits, and you cannot sell, that product or service may not be suitable for online sale)
- A reallocation of resources (it must be borne in mind that, in a business, a third of the resources invested are usually in promotion, and this promotion usually revolves mostly around the web)
👉 Not having a previous positioning study (SEO)
Although it could be included in the previous section, it is worth dedicating a separate explanation. Many people think that the first thing is to have a website and then position it on Google. And this does not make any sense. Or would it make sense to rent a place to put a candy store regardless of whether there is a school nearby or whether or not there are children in the neighborhood? Would it be logical to open a sports store next to another, without thinking about how to differentiate ourselves or if it will be profitable?
A good positioning strategy can cost us about $500 to start, but it is absolutely essential if we want to make the web profitable as soon as possible, and it requires training and a nose for marketing, and hours of work, hence its price. It is a study of the sector and the competition on the internet (for example, if they sell similar products, what are their websites like – do they have a simple purchasing process? What image line do they have? Is there something that can be improved? What keywords do they use? Can these words serve us? 😉
This study determines the descriptive keywords of the products or services that we want to sell people search for in Google. It is these words that will determine the structure of the website (how many interior pages will it have according to the most important ones) and the contents. They are important metrics such as the number of searches, level of competition, evolution over time (if it is descending it may be a sector in decline).
Following the example of the aesthetic center, if both “barcelona nails” and “barcelona manicure” have interesting searches on Google, it may be convenient to cover the home page for one of the two, and an inner page that describes the service in depth that you use the other, and thus, without choosing one or the other, we are twice as likely to attract customers.
As with the global strategy, the SEO or positioning strategy can determine which products we should prioritize, their price, how we should present them in web development to differentiate ourselves from the competition, etc.
Let’s imagine that we want to sell sunglasses online. A positioning strategy will determine that all the related keywords have a very high competition, and that our main competitors in the top positions of Google include titans like Amazon. Can we compete in investment with these big companies, not only in Google but also in social networks? Probably not. So we should probably reach our target audience in other ways, such as informative posts on the subject on a blog.
👉 To think that predesigned templates are a good option for our business
If we are clear about the previous online strategy and our positioning needs, we will realize that these must determine web development, and not the other way around. That is why predesigned templates that can be purchased for $50 on download pages are not suitable: because they cause us to have to subordinate our online objectives to what these templates offer, and not the other way around.
Even the most customizable templates have functions that will not match what we need, or lack others that would be useful to us and will cause us to have to add additional plugins to combine all the solutions we require. All this, both the functions that we do not need and the plugins that we are forced to install, will reload the page, making it go slower, harming the user experience, which is crucial in the rate of purchase or sending information requests. and also in the positioning.
In addition, predesigned templates, even if they are tailored to each company, have a limited life while the designer who made it in the first instance wants to keep them updated . At the moment you decide not to dedicate more efforts to make this topic compatible with all the updates that arise, our website will become obsolete, and may even begin to manifest errors or become unusable.
👎 To think that any content is appropriate for our website
The Internet is full of attractive websites, since today a beautiful design is available to anyone . As we have said, for $50 we can choose from infinite templates on specialized websites and use them (wrongly at our discretion) for our online business. This proliferation has meant that we take it for granted that a website must meet minimum aesthetic and usability standards according to the websites that we visit with certain frequency and that we have as a reference.
We must understand that users come to us looking for information about our products or services, and we must try to give it clearly, quickly and profusely. That is why it is increasingly common for well-understood websites to dispense with purely aesthetic elements that only reload the web, slowing it down, and making it difficult to obtain the information we seek, such as elements that slide or appear.
It is the content that contributes its added value to a website and that affects the rate of purchase or request for information about products and services, as well as metrics that Google values to assess the quality of the site and assign it a position in its ranking, something essential to attract more traffic and more customers. This means that they are directly correlated with the company’s billing through the web, and hence they can cost the same as the web design itself.
👉 Not understanding that the greater the online competition, the greater investment the web requires
Let’s imagine that a pet store wants to start selling online. There are several very powerful stores, with a wide range of products, whose success depends exclusively on their website, so they have made a very high investment in it, at the height of what many businesses do in a physical store until they have it. ready, and they make a regular investment in advertising and positioning , as well as in hours dedicated to managing the page (managing orders, answering emails, uploading or downloading products, changing prices, etc.)
This means that, in order to compete with them, we must either make a very high investment or we must choose a hack (if there is one), that is, a shortcut, a trick to get to the same place, after a careful case study. A hack could be specialization, becoming experts in some type of product rather than being a product supermarket, or finding an interesting market in another language. In addition, we must continue to invest regularly in promotion and visibility of the web, so that the competition does not outdistance us.
This occurs with most businesses, since however successful the initial strategy may be, the competition will not sit idly by. The investment in advertising and positioning of the web must be constant and in a proportion proportional to the weight it has in the company’s turnover.
💸 Consider that an expensive website will better meet our objectives or that a cheap website is ideal to start
It may seem obvious, because it happens when it comes to hiring practically anything, but it is worth emphasizing that most of the time the cheap is expensive, and the expensive is not always what we need.
A website can cost a lot of money because, for example, it takes many hours to carry out design functions that, far from attracting user traffic and turning them into clients, can do just the opposite. This is what happens with an excess of effects, such as changes in colors, elements that appear or slide, etc. Much of this effort, moreover, focuses on the version for computers, which is the one that allows for greater visual brilliance, when in reality more than 70% of users will view the web on mobile devices., and therefore to a single column. And in the same way that it is not optimal to invest a fortune in fixing a part of our physical store that will see 40% of visitors or less, it is not optimal to pay a fortune for a development with design functions that on mobile phones will not make a lot of sense.
On the contrary, some people think that a cheap website is enough to start your project. But in reality, there is no worse way to start an online business than to do it with a website that will not help you to generate a single client. He will throw the money away, even if it is not a great fortune, and he will probably need to spend it again on another that does generate a return.
The ideal to start an online business is to be clear about our objectives, and gradually achieve them. It may not be necessary to start with a website in three languages, or offer 10 services. You can start on a website in a language that offers some services that determine a positioning strategy (and therefore we know that we are going to attract customers), and boost it through advertising to amortize it as soon as possible and scale it with the weather.
This will not cost less than $1.000, it must be clear. A website with a design tailored to our content, in a well-developed language according to a positioning strategy, with a cover, three service sections and a contact section, will cost us around $1.500.
If you want to know more about creating a website or how much it cost, please read this article. How much does a web page cost?