We spend so much time on social media, constantly creating content and feeding the beast, that many businesses neglect their website. Even if they find you through social media, potential clients will visit your website to learn more about your company or make a purchase. It is important to keep it up-to-date and make sure it helps convert visitors into clients. If you’re creating a new website from scratch or your old one is due for a redesign, here are 6 things to consider prior to starting the process.

1. Who is the website for?

The website is not for you, it’s for the people who visit it. What do they want to find? At a recent clinic, Lendon Gray asked me why there were so many horse farm websites where she couldn’t find the location. So the first step – before you start with colours and fonts and graphics – is really to zero in on your audience. Know WHO will be coming to your website and WHY. 

2. What do you want them to do?

Do you want them to book a lesson? Buy your products? Download your app? Come visit your store? List what you want the potential visitor to do and what is most important.

3. Craft a message that sells.

Good copy is often overlooked but it can make a huge difference. Create a story around your brand and tell it with conviction. Don’t just string a bunch of words together, your copy needs to kill it.

4. Get good photos.

For the love of everything that is holy, make sure the quality of the images are up to par.

5. Make sure your logo doesn’t suck.

Some logos don’t age well and an ugly logo is an eyesore that is going to completely ruin the website. If your logo needs a redesign, get that done in conjunction with the new website. This way you’ll unveil everything at once.

6. Simplify everything for mobile.

No one likes to squint. Most visitors will be viewing your website on their phones, which means you have a space as big as the palm of your hand to drive your message across. Before you start building your website, look at all your content and organize it in a way that is easy to digest. Use sub-headers, group products in categories, cut everything that doesn’t add value. Each section needs to be very efficient and clear, both visually and with the copy. If the design is cluttered or contains too much information, visitors will leave.