How do I build a website and create the right homepage for my business?
"Less is definitely more throughout your website - users should take as few clicks as possible to find their way around"
There are many challenges you’ll face once you decide your business needs a website. One of the big questions is what type of website. Once you've decided on this, you have to look at how to make it work for you...
Early considerations
The first thing you will need to look at is what you want your website to achieve in general and what your objectives are. You’ll also need to make the decision as to who is going to code (program) the site. If you choose to go it alone, you’ll need the following:
- A basic knowledge of computing
- A computer with an internet connection
- An HTML Editor (free online software is available) or a website desktop publishing package (these cost more, but make your life far easier).
Coding the site
The language of the Internet is “Hypertext Markup Language” (HTML) and it uses commands, or “tags” to tell it what should be displayed on the visitor’s browser. For example, the <b> tag before a piece of text would mean that text would be in bold. The </b> tag would indicate the end of the bold text. The <html> tag would mean a new webpage.
Always ensure you save each page as a file with the ending “.html” to ensure it will work properly once it’s made live.
Graphics
Graphics such as photographs are very useful for making your site more interesting and less taxing for the reader. Use “.gif” and “.jpeg” images, but remember how long it takes to download things, so make sure the files aren’t too large.
Hyperlinks
These can take the visitor to other pages within your site or to external sites. They can be in the form of images, words or phrases but must be shown clearly.
Creating your homepage
You’ll need to create a good impression, stating clearly what you do and the benefits of doing business with you. The homepage is key to this and is probably the most important page on your website.
Your starting point should be to consider your objectives, these will differ according to the type of business you are. For example, if you actually want your customers to buy online, your homepage will look markedly different from someone who just wants their site to act as a virtual brochure or showcase of their organisation.
Target audience
Write your homepage (and all your pages) with your target audience in mind and let them know what you want them to do once they’re in your site. Their level of technical knowledge should dictate the tone of voice you use.
What makes a good homepage?
You’ll need to ask yourself the following questions:
- What do you want your site to do? Inform, sell, or attract them to a shop or a call-centre?
- What will your visitors want from the site? You’ll need to confirm and reinforce their expectations – are they likely to come through an advert making a promise of good service, for example?
- Is the homepage clear and concise? Visitors will make their decision very quickly if they’re going to browse through your site or not.
- What do your competitors do? Adapt what is good and dismiss what is bad about their homepages.
- How will you get your visitors to return to your site? You’ll need to keep your site up-to-date and interesting.
Overall, keep your homepage simple with a good combination of a few words and a few illustrations. Less is definitely more throughout your website - users should take as few clicks as possible to find their way around.
Returning visitors
Websites date quickly, so you’ll need to keep the content fluid and interesting. Use your homepage to showcase new things on your website and keep it focussed on the customer. You may want to use news, interesting information, bulletin boards, surveys, prize draws etc.
Password protected directories
You may want users to input certain data about themselves in a secure area. You can use a password protected directory to register users and monitor traffic while getting information about your customers and prospects.
Going live
Copy all the pages onto your chosen web server. Internet Service Providers (ISPs) often offer free server space or you can use a web hosting agency. Once it’s live, test it to make sure it all works well and try to look at it on another computer – preferably one which uses a different web browser.
Using external agencies
If you’re prepared to put in the time and learn something new, you could find building your own site rewarding. Alternatively, you could use an external agency for some or all of the tasks. They will have experience in design, registration with search engines, technical support, etc. Make sure you shop around – prices and talents vary greatly.
Whatever you decide to do, in today’s business world, a web presence is important and can be beneficial to your business if done properly.