The right way to develop a terrific enterprise web site

A third of all businesses in the US don’t have a website, according to the Small Business Administration. If you are one of them, you are likely missing out on new customer acquisition, retention of existing customers, and other growth of your business. According to Statista, almost every third US consumer with Internet access searches for local businesses every day. Another 16% search for this type of information several times a week.

But what does it take to develop a great website? The answer varies from company to company.

Here are some important considerations.

Find the right platform

Even if your business has never had an online presence, you’ve most likely heard of WordPress or Shopify. Originally branded as a blogging platform, the former, based in San Francisco, has become one of the most popular options for small and medium-sized businesses. On the other hand, Shopify – a multinational company headquartered in Ottawa, Ontario known for its proprietary online store platform and point-of-sale systems – now has nearly $ 3 billion in revenue. There are many other players out there and which one will suit you best depends on several factors. Start with what a website needs to achieve. Do you want to drive inquiries or make online sales … or both?

And who is building the site? Some platforms offer templates and drag-and-drop options, but most find them ultimately limiting. It is useful to have the option of greater customization.

Related: 5 things to consider when choosing a website platform for your business

Another early consideration is that your website is worth considering as an investment, even if most startups or growing companies have limited budgets. It will be the first impression most potential customers have of your company – that fact alone is why the advice of experienced web developers is valuable.

Make payments easy

According to the Baymard Institute, around 70% of online shopping carts are abandoned before a purchase is completed. To prevent your business from contributing to this shocking statistic, it is important to choose the most appropriate payment gateway and processor. They work hand in hand and help make the checkout process easy and convenient for online customers. Before you decide on a provider, consider whether their service can be seamlessly integrated into the design and functionality of your website and other operating systems. Balance the cost of subscriptions and one-off purchases for each vendor against the revenue your business is likely to generate online. Other considerations are transaction security and fraud prevention. Serious providers are also accredited in order to prove compliance with data protection regulations.

Creating beauty and functionality

Successful design is about more than creating a pretty website. It’s about representing your brand online and getting potential customers to interact. Well-designed pages make it easy for visitors to find what they’re looking for, be it for information or a product. They also respond seamlessly to any device visitors use, whether it’s a desktop browser, app, tablet or smartphone. Of course, not everyone was born with an eye for design, so it pays to seek professional help to ensure your business is maximizing its possibilities.

Develop a successful SEO strategy

Even the best looking website can’t work if search engines overlook it. Search Engine Optimization (SEO) is an important ongoing effort to improve content in order to rank higher in search queries. It doesn’t have to be hard work, however. Building a successful strategy is about understanding how your customers are looking for your business and creating content to answer their questions and solve their problems. Every page needs a clear focus that can be easily identified by the likes of Google.

Related: Help your business thrive online with a solid SEO strategy

The sooner you start optimizing your content for search engines, the faster you will see results. Keep in mind that a successful SEO strategy is subject to constant change as search engines regularly update their algorithms with the aim of delivering more and more targeted results. Keeping up to date doesn’t have to be a hassle, but if you are too busy with other day-to-day tasks, consider seeking professional help.

Focus on content marketing

Blogs, articles, and social media posts provide an opportunity for a company to connect with potential customers. Content marketing like this is about creating opportunities to be seen online while adding value to the reader. It doesn’t have to be difficult: as an expert in a field, you can share expertise for the benefit of an audience. Like SEO, content marketing is most powerful when applied and used regularly to create a strong connection between a company and its stakeholders.

Related: Branding is more than an accessory: it is the foundation of every business

Without a website, your business is missing out on opportunities. However, a poorly designed one can be almost as harmful as none. Online success begins with understanding your brand and how an audience will interact with it. With this information, you and your designer can effectively optimize the look and functionality of a company’s web presence.