A client recently called me for some help with his website. He was concerned because it wasn’t mobile-friendly and he wanted to know what I could do to help drive traffic to his site. I’d done some work for him a while back when he’d gotten a bunch of bad Yelp reviews. That time he wanted to know how I could get rid of them. I couldn’t but what I did is reach out to his good clients and ask them to write positive reviews on Yelp. The good reviews help drive the bad reviews down the page to counteract them. This required a fair amount of effort, but we were ultimately successful and he was delighted.
An old, dated website with bad navigation and horrible images
That his site wasn’t designed for mobile was simply the tip of the iceberg. His site was old and dated, with bad navigation. He’d written his own content, which was actually quite good, but it didn’t synch with his images, and was too limited; good landing pages should be 300+ words to rank well in search engines. Branding was nonexistent. He’s a contractor, and I’d learned from my previous project that he was conscientious and skilled, but he’d never invested in professional pictures of any of his projects, and the images he used on the site were cramped and terrible, never really showcasing his craftsmanship or the wide range of projects on which he worked.
I tried to explain that even if we were able to drive people to the site, there was nothing that would make them want to pick up the phone and call him. I created a proposal for a new WordPress website that was as lean as I could make it because I genuinely wanted to help him. I would be the project manager, work with my longtime web guy who is very reasonable, and I’d develop the content based on what was on the current site. I would do keyword research, write metadescriptions and do some other SEO efforts that would help his site show up in search engines, which was where this whole conversation had begun.
Making a commitment to photograph projects
I included a photoshoot as a line item, because if he was serious about a new site, he needed to start investing in his work. Project photos can get expensive really quickly, but I suggested we start modestly. Identify one or two projects that turned out well and include these as part of the new website’s portfolio. More important, he needed to commit to photographing his completed projects and adding them to his new site.
A simple, well-conceived site is an investment that will endure
When I told him the approximate cost for development of a new site, he told me that it was ridiculous. He “could get his old web guy to make his existing site mobile-friendly.” He didn’t see any reason to spend that kind of money to get “the kind of clients that he really didn’t want”. I tried to explain that this was the only money he was spending on marketing, and a simple but well-conceived site would last him for a long time. Clearly, I’d wasted my time. Instead, he’ll continue to have the same crappy site that won’t drive traffic and won’t generate leads because he doesn’t recognize the difference between a good site and his own.
A website says a lot about you
For many small business owners, a website is their only marketing spend, so it’s an important investment. When people meet you or hear about you and go to your website, they make an immediate judgment, and first impressions are everything.
- Does your site load—on both desktops and mobile devices?
- Is it easy to navigate?
- Are the images crisp, clear and relevant?
- Does your About section describe you as an individual as well as the company? People like to know about the people with whom they’re going to be working.
- Is it easy to find contact information?
- Are product descriptions well-written and informative? Do they provide enough information to help you make informed buying decisions?
Is your site relevant to your business today?
- Have you added new products and services, new members of your team?
- Are your images out of date?
- If your site was built in WordPress, there are more than two thousand themes. It’s possible that we can apply a new theme, update content and images and give your site a facelift. Infinitely more appealing than the prospect of creating a whole new site from scratch.