If you haven't done so, it is time to take your business to the next level and focus on an online presence. The Internet has taken another step forward as a communication tool for businesses, and if you don't join the online community now, you will miss a pivotal opportunity for your company. Although this may seem like a daunting concept if you have not yet fully explored opportunities on the Internet, making an effort toward creating or improving your company's website and online marketing can positively affect your company.
During a study conducted in 2011 by my company, 1&1 Internet Inc., Chesterbrook, Pa., of which 2,000 U.S. adults were surveyed, we found 35 percent of customers don't choose companies with poor websites or those lacking an online presence. Unfortunately, small-business owners often are overwhelmed by the idea of creating a website and lose opportunities to lure new customers online.
Web hosting is a growing industry that focuses on various tools for using the Internet to fit different budgets, skill sets and strategies. For business owners and service providers who still are offline because they find the idea of marketing on the Internet and/or creating a website intimidating, it is time to explore different avenues for growth and success.
Why the Web is important
The first step is to recognize why using the Web is a smart business decision. If a potential customer is in need of your services—anything from a quick repair to a new roof system—he or she most likely will begin a search on the Internet. In fact, research performed by media research firm BIA/Kelsey, Chantilly, Va., and its research partner ConStat, Berkeley, Calif., shows 97 percent of consumers turn to the Internet to research local products and services. It is clear how important the Internet has become, and unless your business has a Web presence, consumers likely will overlook you and your services.
As a roofing professional, you strive to provide quality, reliable service to your clients. But the best way to begin effective communication about your business is through a central communication point—a website. Offering information and facts in one place gives potential customers a point of reference about your services, eliminating confusion about whether your services fulfill their needs. Creating a website as a communication hub and "face" to your business can be supported with additional Web-based strategies such as online ads, search engine optimization and local listings. Although all are easy to do, as an entrepreneur you are creating a supportive network of resources that inform and lead potential customers to your business.
How to get started
Once you acknowledge creating a website is a worthwhile endeavor, it is best to explore your options for getting online. Every website must be hosted with a Web hosting provider. The concept of Web hosting is similar to renting storage space.
For example, you pay a company to hold your items in a safe, secure area for a certain amount of time. Web hosting providers do this by offering you a safe place to virtually house your website and its data on the Internet. Your information is stored securely on a physical server located in the hosting provider's data center.
Once you understand the purpose behind a Web hosting provider, it's time to decide the best one for supporting you and your business. As with any venture, it always is a wise decision to start with a concept and objective. As you look toward going online, know what you want to achieve and how to reach that goal. Then, create a list of your particular business needs for your online strategy. Websites come with layers of features and sometimes can offer you more than you seek. Be sure to identify the services necessary for you to achieve your goals and determine what price range meets your budget.
Choosing a provider
Each tool and service available from a Web hosting provider usually comes with different features, which may include everything from e-mail addresses to Web space. Two elements that may help your roofing business are a customized domain name and corresponding e-mail addresses.
Your domain is another term for your Web address (for example, www.yourbusinessname.com). If you don't already have one, a domain that is straightforward, simple, and incorporates your business name or industry will be most effective.
Likewise, be sure to have corresponding e-mail addresses, such as john@yourbusinessname.com, so there is reinforcement of your business with customers. As long as communication about your business is consistent and clear, you will convey credibility and dependability to your audience.
Exploring a website's technical backend may seem intimidating, but there are a few guidelines to focus on that can help streamline your research. Look into the amount of Web space and any traffic limitations your website will require. For example, if you plan to include multimedia (moving graphics, video, etc.) on your website you will require more space.
The same idea is applied to traffic allotments. If you predict more visitors over time, look for Web hosting providers offering greater allowances. Overall, considering what your site needs now, as well as in the future, is important for avoiding growing pains. Seek a provider that is flexible should you ever need to increase or decrease functionality.
As with any service you purchase, reliable customer service and support are important. Your business website is no different. When looking into Web hosting providers, inquire about their customer care and available technical support in the event of a problem or question. Needless to say, a Web hosting provider offering 24/7 technical support is ideal.
Each Web hosting provider offers different packages touting different features and functionalities. As important as it is to have a list of ideas to use as a guide for your online presence, giving yourself some flexibility with priorities for your website can never hurt. If you see something interesting in your search, take it into consideration. Finding a solution you are comfortable with that fits your needs is the best option for your business.
Design considerations
The Internet can serve as an excellent resource for affordable marketing opportunities, and a website is the best way to start. Using it as a channel for sharing unique messages with your audience can be a smart business decision, but there are some best practices to consider.
To begin, think about what makes a website appealing. Organization makes information easy to find across multiple Web pages. Also, updated content that incorporates all relevant information—including contact details, a list of your services and photos of your previous work—educates your customers about how you can meet their needs. A creative tagline within the header can help accomplish this; a tagline gives visitors a way to quickly catch the tone of your business and learn what to expect with your roofing services. Create a memorable phrase that will sum up the tone of your product or service to reinforce memory of your company.
Finally, think about your website's design, and choose colors, fonts and layouts that best represent the nature of you and your company. If you use a solution where existing designs are provided, choose one as a starting point for making the look and feel your own. Softer, yet contrasting, colors are more appealing to the eye and make the text easier to read. Let elements such as color—even white space—act as a balance to content.
Using common sense and attention to detail are important for showcasing your business online. When applied to a website, these elements help engage visitors and encourage discovery on your website. Videos and interactive elements (contact forms, maps) give people a reason to stay on your site longer, and images (logos, headers) can be eye-catching.
Considerations for website features
Beyond a website's appearance, it is important to keep it easy to navigate. This can be achieved by understanding what your audiences would like to gain from visiting your site.
Quick access to information most often is a priority, so keep important details easily available. Your company's e-mail address and telephone number should be clearly presented on the homepage. Implementing a Google Maps© feature to help viewers find your exact location is a great strategy to add convenience to your website. Adding such elements will increase your appeal to customers.
One of a website's most beneficial aspects is the ability to showcase your work and achievements. There isn't anything more convincing to future customers than seeing examples of your previous work and hearing feedback from existing clients. These easily can be incorporated with pictures and testimonials.
A Web page with a photo gallery of your different projects undoubtedly is the most effective way to show exactly what your services can produce. Include before and after photos of your projects and views from multiple angles to build confidence in your website visitors. Sidebars with clients' quotes can be incorporated to show positive customer feedback, as well.
Taking your website to the next level
Your company's online identity begins with your website, but it can be enhanced by using social media. If used properly, social media platforms can support your website. Profiles on Facebook,© for instance, are free to set up, and because these platforms have become popular marketing tools, many website design applications allow you to integrate these accounts into your website. You can imbed widgets—online applications that provide additional features such as newsfeeds—within your website to lead your customers directly to your social media profiles. Although the objectives for using social media versus a business website may differ, supporting one with the other for communicating your unique message makes for an ideal marketing approach. Linking profiles with your business website drives traffic to both outlets and also will improve your ranking in search engine results.
Going mobile
Once you have a functional website, attention can be shifted to meeting the needs of your customers on the go. People have turned to mobile technology to research products and services. Because most consumers have some sort of Internet-accessible mobile device, it is beneficial to have your website optimized for smartphones. Mobile optimization means the website will better fit smaller screens, which require a different format to enhance users' browsing experience. Some Web hosts have begun to offer this feature with their products as mobile Web use has increased in popularity.
Overall, leveraging your website as an online marketing tool is a productive strategy for your business to implement. As with all aspects of your company, treat the website as a tool that you control to best suit your needs. Always evaluate your expectations surrounding creating and maintaining an online identity. It can help you stay focused on marketing your brand in a way that will let you achieve your original objective for getting started on the Web.
Remember, your website not only is a place to showcase your work, but it also is an avenue to communicate with your customers. Decide what messages you strive to portray through your brand and allow your website to aid you in this process.
In the end, the Web hosting provider you choose, the design of your website and online tools you use should work toward producing a unique identity for your business. After understanding the importance of the Web and formulating a plan to define what you want and need from your website, you will be ready to take your first step online. Don't let your initial fears keep you from experiencing the benefits thousands of businesses, including your competitors, have received.
Lauren Whitson is a spokesperson with 1&1 Internet Inc., Chesterbrook, Pa.
How to create a website
Creating a website unique to your business is easier than ever. During the process, remember to keep it:
Simple: Using template-based products is an easy way to make the site your own.
Professional: Use existing designs to help give your website a clean, organized layout to convey professionalism just by arriving on the homepage.
Affordable: A website is as important as finding a tool within your budget. Web hosting providers currently offer simple, yet professional products at reasonable prices.
User-friendly: Even with little to no technical knowledge, your website can be up and running in 10 minutes. The templates and tools offered with website solutions for small-business owners often are straightforward; you'll be website-savvy in no time.
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