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When we see a business with a website that's obviously not doing itself any favours, we know we can help them and that they'll see noticeable benefits within weeks.
They are easy to spot. The design looks amateurish, the content is poorly presented and out of date to the extent that you might not be entirely convinced that they are still in business. At the very least it is not giving anyone any reason or confidence to want to do business with them. And that's even before you take into consideration that the site probably isn't mobile friendly, doesn't start with https and isn't GDPR compliant!
The good news is that most of the time the fundamentals to improve a website are already in place, and it's simply a case of restructuring the basics and getting them to adhere to some good habits in the future.
Because their site hasn't done as well as it could for them to date, business owners/managers often think that it's not worth investing anything in it.
A good website is essential for any business and builds instant customer confidence. A bad one can erode it.
Even though they probably recognise that their site has its faults, the hardest thing can be convincing the business owner (a) just what a difference restructuring their site will make, and (b) to put their trust in you to sort it out for them.
The first thing is that most business owners aren't very technical and their eyes glaze over. They'll never say yes to something they don't understand! We spend time explaining (in as constructive a way as possible) what's wrong with their current website, and what benefits they'd instantly see from having their site modernised and restructured. And we give them lots of reasons to trust us to do it for them.
Secondly, if the prospect is genuinely keen and likely to proceed, we'll set up a test site and start showing them how their new site could look.We'll also send them a very simple proposal that focuses on the benefits of what we plan to do, clearly outlines the costs, and reassures them that we'll always be on hands to help them in the future.
We normally undertake the work on a "no obligation" style basis and only invoice them when we have completed their project. We have found that investing initial time like this establishes trust. We approached them, and the emphasis should be on us to prove that we can not only be trusted to do the initial job, but to provide ongoing support and value.
They've probably never worked with an organisation that really cares before, and really wants them to succeed. I've just always found that making time for people works on so many levels. We might all work from all over the place, but without contact with people none of us have a business - or much of a life either!
We keep production costs down by adapting one of our custom design templates and using their existing website as a basis to work from, we restructure/migrate it into a modern, mobile friendly up to date version which meets the expectations of today's Internet users.
We liken it to creating a robust chassis which enables us to quickly integrate pretty much any make, model or colour of car.
By spending less time on custom design, we can spend more time on the parts that matter - a clean look, easy navigation, well presented content and strong calls to action.