How to guide: Building a website

30 October 2015

Why do I need a website? 

If you have a business, regardless of its size you need a functional website to reflect your business and your brand.

Customers, potential investors, employees or anyone interested in your product or service should be able to access your business information online.

A substantial 87 percent of Australians use the internet to find information on goods and services and 81 percent of Australians look for suppliers of products online.

And there are some researchers who say people were spending more time on line than they spend watching television.

This means, businesses need to be harnessing the power of the internet to reach potential customers or investors.

To drive traffic to your business website and ensure it can be found easily online by these potential customers, you need to have a strategy in place. 

In terms of your physical website, advice from industry experts doesn’t vary: keep it simple.

Sensis Business Index and Consumer Reports author Christena Singh, who advises small to medium businesses throughout the country, says businesses need to think like a customer when it comes to their websites and provide clear, easy to find information.

Top tips for a successful business website:

  • Provide the customer with the information they would be looking for when they are making a decision.
  • Have your contact details prominently displayed.
  • Include your opening hours.
  • Build your credibility. Include any business information, awards you’ve won or industry associations you belong to.
  • Focus on your content. Make sure it is engaging, answers all your customer’s questions and is always up-to-date.
  • Include Frequently Asked Questions.
  • Provide links to any social media.
  • Focus on the navigation. A business website should have clear navigation and be a logical roadmap for consumers.

Content: What do I put on my website and why?

Any time or money spent on developing the content on your business website is time and money well spent.

Good quality content should engage people and either entertain, educate or make them feel a particular emotion.

A website with good content is also more likely to be found online by potential customers through search engines.

Just as you can hire a professional to design your website, you should consider hiring a professional content writer to structure your content and ensure you capture the most important key words on your website.

Video is another way to communicate and help drive traffic to your website. Good videos keep people on your site for longer, help communicate multiple messages and can add value to a potential customer’s experience of your website.

Good content should:

  • Tell a story. It needs to educate, entertain or make your website users feel something.
  • Be bite-sized. The general consensus is that shorter is better. Keep your content clear, to the point and accurate.
  • Create good visuals. Use short paragraphs and bullet points to communicate your key points quickly and succinctly.
  • Limit links. Only include links to other websites that will help the reader in a logical way. Including too many links that don’t help your reader get from point A to B can often be picked up by search engines as spam, which will affect your ability to be found via a search engine.

More information

Content marketing for beginners: A starter guide for Brisbane’s small businesses

To create your own business website you should follow four basic steps.

Find out how to choose the right web developer.

Don’t neglect smart phone or tablet users – why your website needs to be mobile-enabled

Stay up to date with Brisbane's small business, startup and tech communities!

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