To obtain any benefit from an internet platform, a website or social media page must be given structure similar to the guidance one would give to a new volunteer or employee. For example, if one were to hire a new employee, but then assign her to a chair, walk away, and wait for the employee to figure out for herself what she’s supposed to do, then that would be absurd. New team members must be given tasks and direction that have some kind of measurable benefit to the organization. And if an employee hopes to remain employed, then his or her actions must be in line with the direction they’re given. These same principles must be applied to a website. If you build a website that can’t or doesn’t produce results that support your business, then that website is going to start working against your business.
Brightlocal.com found that peoples’ perceptions of a business’s website affects their perception of the business itself. Most felt that a good website gives a business more credibility, some said they didn’t really care if the business had a website or not, but “9% said a bad/ugly website can turn them away from a business.” Now, with the bulk of the respondents saying that they tend to trust businesses more if they have a website, one might jump to the conclusion that simply having a website is better than not having one at all. However, as the world becomes more web savvy, that 9% will most likely continue to grow and become even more significant, because, people who form a negative opinion about something or someone are less likely to approach that thing or person again. Although setting up a website can benefit your business, allowing your web presence to become stagnant or stale can and will turn people off and push them away.
But let’s say you built an elegant website that effectively communicates your business’s message. Then, due to no fault of your own, the rules change, and now your beautiful website is being penalized. That’s not a hypothetical. That’s happening right now. Since more people now are using Google on their phones than on computers, Google responded by changing their algorithm for how they rank websites. They now rank “mobile friendly” websites higher than websites that are not. According to a report in the WSJ, this adjustment has been shaking things up a bit. Regardless, Google has, does, and will make changes to appeal to their target audience. So, a website will always be at the mercy of Google’s (and Bing’s) algorithm changes.
So, when you’re planning to build a website, make sure your website has a purpose and message that are clear and can be maintained. If you set yourself up to be the owner of an inactive website with an indecipherable message, then you’ll also be setting yourself up to be the owner of a bad website, which is more likely to work against your business instead of for your business.
To learn more about how NOT to be the owner of a bad website,