Creating a Well-Oiled Website

By Ron McArthur

Just like cars need monthly maintenance, the same philosophy can apply to your company’s website. Proper upkeep, along with a strategic plan that entails a clean look and engaging content, can help drive more visitors to your site and customers to your business. With more than 200 million people around the country using the Internet, and social networking becoming more popular than ever, websites have become a vital part of any businesses’ success.

So, take advantage of the following tips:

1. Avoid information overload. — Who is your audience? Does the content on your site speak to those people? In writing content for your site, make sure to think first and foremost about the readers. Use language that they can understand, and include information that they would want to know. Essentials include the services you provide and costs you charge. Also, think about what sets you apart from your competition. Do you have a unique product or special deal available? Consumers want to know how you can save them money!

2. Add a personal touch. — It’s important to shape a positive image of your brand through other people’s words. For instance, layering customer reviews and testimonials can help paint a better picture of your company’s strengths. Other examples include creating a blog (and add a link to it on your website) or record interesting things happening within your business. This will engage readers and let them feel involved in your business, as well as give them an opportunity to comment and provide feedback on the things you’re doing.

3. Show, don’t tell! — It’s important to engage your reader. Instead of telling them how efficiently you can change their oil, show them. Upload images or create multi-media components, such as a video with dialogue and music. This will get potential customers excited about using your services. They’ll also have fewer questions and more trust in your company. By adding these elements to your website, you’ll not only save your customers time, but your business too. These elements can be easily created with a digital camera and help from an employee.

4. Less is definitely more. — Your website is a reflection of your business. If it’s not aesthetically pleasing, then your client will assume your business is unorganized and outdated. Consider not only design but also colors. And keep it simple. Internet users are lazy, and they want their information to be easily accessible. Use the one-click rule. With no more than one click of the mouse, your potential customer should be able to venture off your homepage and find exactly what they’re looking for.

5. Create a stir. — Just like you network in person, you must network on the web. It takes work to bring traffic to your website, so link it to as many search engines and social networking sites as possible. Examples include Wikipedia, LinkedIn, Facebook and Twitter. Make your business its own Facebook and Twitter profile where you can display company specifics and your businesses’ link. You can also visit relevant blogs and post a comment with a link to your site below other’s postings. And make sure your website is compatible with mobile phones.

6. Keep up to speed! — The technology and content on your site should both be up to date. You want to make sure you have the proper technical support so readers aren’t waiting forever for pages to load and pictures to pop up. Frequently check external links and make sure they are actually linking the reader to another site. Additionally, you must update your site’s content regarding industry buzz. Stay in the know by reading trade magazines and attending the Automotive Oil Change Association’s events and educational programs.

RON MCARTHUR is president of WSI, a provider of Internet marketing solutions to small- and medium-size businesses. He can be reached at 888.678.7588 or via e-mail: rmcarthur@wsicorporate.com