Why You Don’t Need a Website
Yes, that’s right, your eyes aren’t deceiving you; the title does indeed read “you don’t need a
website”. You see, in the present day, it is better not to have a website at all, rather than
have a substandard website that misrepresents your business. So many organisations
spend a heap of money on the interior of their business premises or shop floor, yet put up a
cheap looking DIY style website on the internet. It doesn’t make sense for a business to
spend big in-store but spend so little on an online store.
The internet has the potential to provide thousands more visitors than any high street store.
So why do people still pull the purse strings tight when it comes to investing in building a
shop front within the world’s largest marketplace?
Your Website is The Customer’s First Port of Call
Your website exists to interact virtually with potential customers who find your business on
the internet. Rather than phoning or calling into your premises to find out about your
services, a potential customer will visit your website as the first port of call. In essence, the
website is a very large, detailed business card. Your website tells a visitor exactly what your
business does. It conveys your values, mission, ethics, level of customer service and attitude
towards business. A website says so much without actually speaking.
Presenting Your Company to the World
When putting your business on display to potentially millions of people, the last thing you
want to show them is a dated website built in the 90s or even pre 2005. Web design and
modern day internet standards have moved on considerably in the last few years. An ancient
website gives the reader the impression that your company is lazy, old fashioned and
disorganised. A shoddy looking website suggests the services of your company will deliver
similar results. You need to demonstrate to your target audience that the mindset and skills
of your company are modern, even if the service you provide is based on skills from decades
Avoiding a Bad Reputation
In the celebrity world bad promotion can often work in one’s favour, but unfortunately this
doesn’t ring true for website design. Bad promotion through a poor quality, outdated website
will repel potential customers. It isn’t just about losing sales; it is about the knock on effect of
a bad impression. The internet community is well connected. If your website looks cheap
and poorly constructed it reflects negatively on your business practice. People with a shared
interest in your industry will discuss your inadequacies and often leave negative comments
in forums and on blogs. A bad reputation spreads like wildfire, and once your reputation is
tarnished it will cost a lot of money spent on advertising to reverse. Better to invest properly
in a website from the start rather than have to spend money clawing back your reputation at
a later date.
Achieving an Admirable Brand Impression
A website conveys the ‘core story’ of a brand. Attached to a brand are the values of a
company, the style of conducting business, the level of professionalism and essentially the
complete personality of the organisation. When designing the brand of your website you
need to consider the following things.
• The Logo:
The logo is the silent voice of your business. The logo should appeal to the type of
customer you want to attract and correctly sell the image of your company.
• The Colour Scheme:
Once your logo is in place, the colour scheme of your website should compliment and
blend appropriately with your logo. There is nothing more unprofessional than having the
logo and the colour scheme of your website clash. Not everything has to be colour
coded, but ensure that the uniform of the site is pleasing to the eye.
Images need to be appropriate and compliment the website. Images should seamlessly
blend into a page rather than distracting the user from more important aspects of the
content. Images should be neutral and leave no room for negative interpretation or
association by the viewer.
• Video Content:
When using video content be sure to use quality recordings. Amateur phone footage or
webcam recordings will reflect badly on the company. All content on your website should
be of a high professional standard.
• Textual Composition
A large aspect of your branding strategy is the implementation of effective copywriting.
The copy on your website provides the tone of your brand. For example, a music related
website might have a cool, friendly, perhaps conversational tone, whereas a financial
services website may choose to employ a corporate approach with a fair amount of
industry related technical wording.
All aspects of your branding strategy must work in harmony to deliver the correct image of
your business. You are not just selling services or products, you are selling a brand that you
want etched in the mind of the consumer. Good branding builds loyalty and loyalty increases
Creating a User Friendly Structure
It is said that you have approximately 7 seconds to hook a visitor before they click that
infamous ‘X’ button in the top right hand corner of the screen. If there is a single off-putting
aspect to the navigational structure of your website then you could be losing valuable
business. Complicated websites with fancy animations that distract from the desired action
are a thing of the past. Simple, user friendly websites that allow the user to dig down
effortlessly through content are the modern standard.
There is no shop assistant to show a visitor around your online store, therefore the shopping
process must be self-explanatory. The user must be able to get from the front door, through
the products/services section and to the checkout with ease. The slightest confusion has the
potential to end the transaction before it is completed.
Content That Compels
A website is based on information. Achieving the correct delivery of information is no easy
task. The copy must first engage the reader, and then provide the information they need in a
concise and interesting manner. Lastly, the copy must prompt the user with a call to action;
this usually directs the user towards a sale or to provide contact details. Unless you are
specifically an information portal, web pages should not be wordy. Most readers will not read
every word of the copy, they will skim read perhaps 30-40% of any given page. This means
the copy needs to be structured for skim reading by effective use of sub titles and concise
sentences. You should also use a reader friendly font and a font size that is suitable for all
No website gets it right at the first attempt. No matter how perfect things seem initially, there
will always be things you spot after the build that you want to change. Conducting a user
survey with clients, customers and friends is a great way to know exactly what is and what
isn’t working for the masses. Websites must move with the times and continual
improvements are a part of the process. It is advisable to conduct a website review every
few months and look to make enhancements. In addition to this you should be updating the
site with fresh content regularly. Search engines value new content and static sites often
become less popular. Provide new articles or blog posts, introduce new features or company
news updates. Keep things alive, fresh and modern.
Instani is an innovative web design company. Instani provides creative, cost effective, latest and
innovative Website Design, SEO and E commerce services to across the world.