clearly there was only 1 direction ths project could take

It’s very rare that a customer wants a website to be built, solely for their own pleasure. Generally speaking the person paying for the website is not the person for whom it’s intended.

This is quite an important concept to grasp, and it’s something you need to think about from a very early stage. Always running through your mind should be “what would my target audience like to see/read”.

Now the tastes of your target audience will vary considerably from one product / service to the next, but it is unlikely that your tastes will be exactly the same as theirs.

It’s worth taking some time to think about who you are speaking to, and most importantly what those people are interested in.

Example: You may have spent £10,000 on an air conditioning system for your restaurant, but I want to know about the quality of the food.

Example: You might have dealt with BA, Google or the NHS in a past life, but I want to know that my small business can afford your new consultancy services.

Example: You may be the fastest builder of extensions in the Midlands, but I want to know that you’ll take care and pride in what you do.

Obviously you can’t please all of the people all of the time, and if you do have  a strength (usp) that stands you apart from the competition, it’s good to differentiate yourself. However, your website is not for you, it’s for your customers. Give them what THEY want.

Photos courtesy of Flickr Creative Commons license from users Eggybird

A common request from customers is to make their company look “big”…you know – pictures of skyscrapers and large call centres, vague “about us” text etc).

It’s a mistake.

my new cleaning company in hull

Ultimately your website should be honest, open and play to your strengths. As a consumer I seek out trust and value when I use the internet to source products or services. If you start by trying to convince me you are something that you aren’t, you have already lost me.

Small businesses can have key strengths over larger competitors. Here are some examples:

• Small businesses can deliver a personal touch. It’s a cliche but doing business with a person is more attractive than being a “number”. Particularly important for expensive or important services and products.
• Small businesses can be more flexible than their larger counter parts. As the number 1 or 2 in command, you probably have the scope and authority to adjust how you work to suit a client. You are also not so likely to be tied into rigid processes.
• Small businesses can act quickly. You don’t need to wait for answers or rely on other departments to satisfy the needs of your customers.
• small businesses can offer better prices (sometimes). It’s true that when you are selling products you will struggle to compete with the buying power of the “big boys” (or girls ) but where you are providing a skill or  service you are likely to have smaller overheads and fewer internal mouths to feed.

Your website is your opportunity to tell people what makes you different, don’t waste your time being an inferior copy.

Photos courtesy of Flickr Creative Commons license from users Wonderlane