I’ve had the good fortune of working with many different clients across a wide range of industries. A question I often get from prospective clients is, “Have you ever done a website in XYZ industry”?
Many times I have but even when I haven’t it doesn’t really matter. In this article I am going to explain why hiring a Web Administrator will grow your business no matter what industry you are in.
Here’s why it doesn’t matter what industry you are in
A website is not really about the product that you’re selling or the information you are presenting.
A website, your website is not really about you or your company either.
A website is about your potential customer and their needs. Your website must communicate in a clear, specific and persuasive manner to meet their needs.
Here’s how I think of a website
There is a specific person with a specific problem looking to fill a specific need.
They came from somewhere, (be it Google, Yelp, a referral, etc.), they are looking for something (trying to solve a certain problem) and there is a next step they want to take (fixing the problem they have, gathering more information, evaluate different options, etc…)
The challenge when it comes to designing a website is recognizing that there is more than one type of person coming to the site, each with different needs, each looking to solve different problems.
The goal then is identifying which demographics are coming to your website, what specifically are the problems they are trying to solve and then making sure that each user’s needs are clearly displayed in a visually compelling manner.
Let me give you an example from my own business
There are three main visitor types who come to my website:
- Business Owner – The main user we get are the business owners themselves. The owner is usually concerned with the impact a better website will have on sales and generating future growth.
- Head of Marketing – One type of person I get quite often is a person who has just recently started working with a new company and is now in charge of their marketing. They typically hate the company’s existing website and recommend they get a revamp, which ends up being their first project. That is when they contact me. Concerns for these users are making sure the site can drive traffic, increase leads and that the site is optimized on all mobile devices.
- Company Secretary – Another user we get is the secretary in charge of adding new content to a company’s existing website. They generally can’t stand working with the website’s out of date technology or are pulling their hair out because they have to pay their current design firm a steep hourly fee just to make simple edits on the site. Concerns for these users are having a site that is easy to update and edit without having to know how to code.
As you can see each user’s needs are quite different from the other’s, with the challenge being to make sure they are all catered to within the website’s design.
So let’s go back to the new lead working within industry XYZ asking if we’ve done a site for that industry before.
Here’s why you need a Web Administrator
The truth is that a Web Administrator will never know as much about a customer’s business as the customer does themselves. The good news is we don’t have to.
What we do instead is work with our client to identify the major user types visiting the site, clarify what their needs are and make sure the site’s structure and design encourage the customer to action.
You might be asking yourself, “Hey! I’m looking for a “web designer” but you haven’t really spoken much about my design. Why is that?”
You might be familiar with the saying “Form follows function”
Well, when it comes to website design “Design follows content structure.”
The design is just a way to facilitate the consumption and interaction with the content.
The content is there to meet the visitors needs and most of all…
Encourage the visitor to take action!
That is the real purpose of a website: To the get a visitor, a stranger, someone who doesn’t really know about you and your business to take a next step.
We work with a lot of companies in the service industry so typically the action we want visitors to take is to fill out a contact form (Generate a lead). Getting the visitor to contact you is really the name of the game. Otherwise what’s the point in having a great looking site if it doesn’t generate new business for you?
How will a Web Administrator grow my business?
A Web Administrator has one purpose, to build a platform that turns potential customers into sales. We do this by identifying the users visiting your site, speaking to their needs and motivating them to take the next step.
Remember, a Web Administrator is far different than a Web Designer. We are equipped with a range of skills that work together to deliver results.
- Search Engine Optimization – Ensure potential customers looking to fill a need find your website.
- Social Media Marketing – Target your customers and drive them to your website.
- Web Development – Your website turns potential customers into sales.