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Many small online business owners have yet to understand the sheer power that comes from building consumer confidence. They struggle with sales month after month, but still, when someone tells them their site design needs help, they get offended. "I spent a lot of time building my own site!" is the reply.
Here’s my reply... "So what?"
It doesn’t matter who designed your Web site. If it isn’t cutting it, then it’s time to move on.
On the Web, we have about seven seconds to accomplish ALL of the following:
1) Relay the message "Rest Easy" instead of "Get Out of Here NOW!"
2) Build consumer confidence through words and images.
3) Gain the attention of the visitor.
4) Make a lasting impression.
That’s a lot to ask from a site. But professional Web designers have the skills and talent to deliver.
How do you know if your site design is the cause of your suffering? How do you know if your visitors are rolling their eyes instead of smiling? Ask!
ACTION STEP 1
Ask questions
Is the quality of your Web site design as good or better than your competition? Visit your competitors’ sites and see for yourself. If they are portraying a more confident image than you, chances are good that you need a redesign.
What do your visitors think? Conduct a survey and find out. You can use a simple and free tool found at http://www.surveymonkey.com to set up a survey. Post a link to the survey on your home page so your visitors can offer their opinions.
ACTION STEP 2
Be honest with yourself
Whether you designed your own site or your cousin’s 16-year-old nephew did it, you have to dump your pride and focus on your site design from a business prospective.
Don’t shrug off what others tell you about your site design. Taking offense will only hinder your business growth and cause you to maintain an image that discourages consumer confidence in you and your business.
When you get honest feedback about your site design, be honest with yourself and look at the information logically instead of emotionally.
ACTION STEP 3
Take action!
If you find that you do need a site redesign, don’t pout. Take action! Start reviewing Web site designers' sites. Contact a few designers and ask for quotes on your project.
If you have the skills to follow someone else’s work, you can save money by having the designer create one page. You can then set up the remainder of the site yourself.
Ignoring the fact that your site design is causing a decrease in sales is simply not smart business. Taking measures now to change your online image is the first step to impressing your visitors and boosting your cash flow in the years to come.
Copyright 2005 Diane Hughes
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