A business web site is a must, but if it doesn’t accurately reflect your business and brand, it can do more harm than good. This critical sales tool must be created thoughtfully and updated consistently. Review the following tips to see if your web site is in need of a marketing makeover.

1. Personality Plus – Your passion and personality should shine through in both design and copy, and your brand message should be consistent. When your site appears, that first impression should set the appropriate tone for the content they’re about to browse. For most people, hiring a professional designer and copywriter is a worthwhile investment, saving hours of frustration and lost customers. They’ll channel your personality and enthusiasm into materials that speak to clients and prospects, and provide the necessary objectivity.

2. Copy Right – Keep copy to the point, enjoyable to read and don’t send mixed messages. For example, if you’re an attorney, your web site needs to convey your experience and darknet links professionalism, even if your friends think you’re the life of the party. Those in creative fields need web sites that make it clear you have a great design sense, but also know how to integrate design with the best online business practices. Provide frequent paragraph breaks, and if visitors have to scroll too far down the page, consider major editing or moving some of this copy to an additional page. In general, less is more.

3. Buried Treasure – You may have great content on your site, but can visitors find it? Logical navigation and easy-to-find links and buttons go a long way in keeping visitors on your site and not clicking off in frustration. In addition, link to pages that are referenced in the body copy. Many sites include video now, but they keep it hidden and provide no reference to it. Have a designated space on your home page for your latest video or a link to it. Video has a high “stickiness” factor, so if you have it, make it easy to find!

4. Proof Positive – Edit, edit, edit. There is no easier way to tell visitors and potential customers that you don’t run a tight ship than by having typos, misspellings and grammatical errors littered throughout your site. You may think it’s not that important, but it is often these small details that give visitors a reason to doubt your professionalism. Put your high school English class skills to work (or hire an editor) and clean it up.

5. Linked In – Ditto for links. Make sure they work and actually take visitors where they think they’ll go. Test them frequently using both a Mac and a PC, and at least the major browsers like Internet Explorer, Mozilla Firefox and Safari. Again, if a visitor encounters a broken link, it’s far too easy to move on to the next site or task.

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