As a website development business based in Morpeth our clients often ask how they can maximise the return on their website design investment. It is a sad reality few businesses take the time to consider what they actually need their content website to deliver. As a result, in many cases, investment in a website is purely a cost, not a benefit.

Without a clear strategy on what a website should deliver many businesses are led by the website development agency they choose to build the website. The result achieved will then ultimately depend on the background of the personnel running (or working for) the agency. They may be from a branding or perhaps artistic, graphics, background, they may have an IT background or they may be focussed on business development.

If, as a business owner, you were describing your new website would you prefer to say:

• Doesn’t my new website look fantastic -- Graphics focus.

• My new website is really clever -- Technology focus.

• My new website generated 10 new leads this week -- Business development focus.

What is required is a balance between graphics, technology and business development that will deliver the required outcome for the business. It is important to ensure the website will be found when a prospect types in a relevant search term. Websites which focus on graphics, with limited content, compromise search engine marketing and are more difficult (and costly) to push up the search engines.

Research shows the main reasons a prospect clicks away from a website are as follows:

• Welcome pages / Flash on welcome page.

• Difficult to find contact details.

• Pop up windows.

• Poor navigation.

• Large images.

• Difficult to read text.

• Too little or sometimes too much information.

Each of these issues should be considered when designing an effective website for business

The most important element of all is to consider what the website should deliver (conversion), it may be:

• To book a sales appointment.

• To book a service.

• To make a purchase.

• To make an enquiry (call/Email).

• To download a promotional document or white paper (build Email list).

• To subscribe to a newsletter (build Email list / facilitate ongoing relationship).

So when considering the design and development of a new website (be it in Morpeth or elsewhere) it is first important to have a firm grasp of the required outcome and what constitutes a conversion. With this in place the website design agency can be properly briefed to focus on the required outcome and not what may suit their background or culture. Research what makes a poor website and ensure these issues are avoided.